Study of Branding Decisions (Cadbury Dairy Milk) Coursework

Study of Branding Decisions (Cadbury Dairy Milk) - Coursework Example Cadbury has been able to attain strong brand image and identity in the market. Therefore it has been able to differentiate itself from its major competitors in the market (Lasserre, 2012). The concerned company has focused on its branding strategy since it is considered as the most valuable intangible assets for the food products. A brand experiences strong brand equity in the market when the consumers prefers the particular brand in comparison to the other brands available in the market (Picton and Broderick, 2009). The product which experiences strong brand image in the market will be able to attract more customers. The popularity of Cadbury has increased because the consumers are aware of its brand name. It has been observed that 90% of the people recognize this brand (Wintzer, 2007). Cadbury dairy milk has adopted the packaging design strategy which includes the brand promotion and corporate design. The packaging style of Cadbury dairy milk mainly comprises of the following elements which includes the corporate purple colour of Cadbury, the script logo of Cadbury, the distinctive packaging design and the glass with full cream logo. Cadbury dairy milk has focused on these elements in order to increase the distinctiveness, high quality and memo ability in the minds of the consumers. From the very beginning the packaging has been considered as a very important marketing tool for attracting the customers (Perreault and MaCarthy, 2003).The concerned company has hired a team of experts that are engaged in improving the packaging of its product. The design of Cadbury reflects the quality and the brand image of the product. Cadbury dairy milk has used bright colour in its packaging, since bright colours assist in attracting the customers. The bright colour also facilita tes the customers in finding the product when it is displayed