2022 Distinction : Unit 28 - Branding Learning Aim B
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Unit 28 - Branding 60
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PEARSON (PEARSON)
This piece of work is of a distinction standard and clearly shows evidence of meeting the right criteria for each task. It is well detailed and structured well. This piece of work is highly recommended for students taking the BTEC Qualification and aids as a practice of writing essays. It is well o...
learning aim b review how branding is used by a selected business
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BTEC
PEARSON (PEARSON)
Business 2016 NQF
Unit 28 - Branding 60
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Arif Mohammad
Unit 28: Branding
Learning Aim B: Review how branding is used by a selected business
UNIT 28: BRANDING
Learning Aim B: Review how branding is used by a selected business
,Arif Mohammad
Unit 28: Branding
Learning Aim B: Review how branding is used by a selected business
Contents
Investigate the reasons for a selected large business to have a brand strategy....................................2
Explain, using examples, the branding of two contrasting products in a selected large business.....5
Analyse the potential impact of internal and external factors on branding activities of a product.......7
Evaluate the extent to which the branding of a product meets the aims of a selected large
business...........................................................................................................................................12
Bibliography.........................................................................................................................................14
1
, Arif Mohammad
Unit 28: Branding
Learning Aim B: Review how branding is used by a selected business
Investigate the reasons for a selected large
business to have a brand strategy
A brand strategy is a type of plan for a specific brand in order to achieve the goal. A business-like
Cadbury should have a brand strategy because it will help make their brand stand out and
differentiate them from their competitors. Cadbury’s main competitors in the Confectionary market
include Nestle and Mars Incorporated who sell similar products to Cadbury.
In addition, Cadbury is different to their competitors because developing successful products which
includes the Cadbury Diary Milk, Boost, brunch bars and more. This is a benefit for Cadbury because
by developing successful products, it will increase brand visibility which will entice customers to
buying the products and therefore this increases the sales revenue which is important.
One benefit of Cadbury having a unique brand is that it will increase brand awareness which is
important as this can link to an increase of customer recognition as your target market will notice
and recognise your brand. Another benefit of Cadbury having a unique brand is that it can increase
your employee’s retention. This is because as Cadbury is a successful brand and is known to make
successful products, good marketing objectives then employees will have an increase of morale
which helps them stay loyal towards the business.
Cadbury is known to be one to be a market leader in the confectionary market by having mass media
visibility and known to have a large market share. A brand strategy is a type of idea that helps you
develop a successful brand, using your goals.
A brand strategy will help you plan and develop a specific brand that reflects your businesses
performance and attract consumers and make your business stand out. By having a brand strategy in
place, you would be able to distinguish yourself from other firms. For example, Cadbury’s brand is
known to have purple background with Cadbury written in fancy language and having 2 cups with
falling milk.
Cadbury has come a long way to build up their brand reputation as quite successful as they have
initially started in 1824 by John Cadbury who opened his first store in Bull Street and sold mainly
Cocoa and drinking chocolate.
Furthermore, Cadbury is known to sell about 350 million Cadbury Dairy Milk bars in a year which
tells me the firm is worth over £1,682.1 million as of 2019.
Cadbury has been around for 200 years and during this time, they have changed and adapted their
business by many things which includes their packaging, developing new products, making new
marketing campaigns and introducing new forms of promotion. These are some of the reasons how
Cadbury has changed over the years and one way they had a brand strategy in place is through their
packaging.
Cadbury is known to sell products which include the freddo bar, Curly Wurly, Dairy Milk, Chomp and
more. Cadbury is known to have diversified their product range because even though they are
known for their confectionary products, they now sell products like beverages, ice-creams, deserts
and biscuits. Overall, Cadbury has come a long way because the firm was formed in 1824 where John
Cadbury sold mainly hot chocolate but now the firm has expanded over the years where they sell a
range of products which includes chocolate bars.
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