Brand StrategyMynie Wolmarans12-002128IndexCadbury 3Positioning Statement 5Branding 6Brand Portfolio and Brand Extensions 7Brand Contact Audit 11Brand Equity 13Conclusion 17Reference 18CadburyCadbury is a British multinational confectionery company, which is owned by Mondelez International. Cadbury operates in over 50 countries around the world. John Cadbury, in Birmingham, opened a small shop where he sold coffee, tea and drinking chocolate and laid the foundation, which was established on Cadbury in 1824. The reason why I chose Cadbury is because it provides ample scope to look at different aspects of branding, such as an extensive brand portfolio, innovative advertising campaigns, brand repositioning and good brand equity. Brand IdentityBrand identity consists of all the visual elements that make up a brand, which together identify and distinguish the brand in the minds of consumers. Cadbury has successfully created a modern, memorable and eye-catching brand identity through the use of its colors and designs. Cadbury's design remains more or less the same around the world, allowing you to recognize it despite possible language barriers. Logo: Colors: Cadbury uses three main colors: - Dark purple - Light purple - White These three colors, when put together, make up the logo and packaging.Packaging design: Positioning statementA positioning statement of a brand is the foundation of all marketing activity. Looking at Cadbury's vision and mission statement, you can see the direction in which they plan to position their company. Vision “Working together to create brands people trust” Mission Statement “Cadbury stands for quality; it is... middle of paper ......g. [ONLINE] Available at: http://www.b2bmarketingblog.co.uk/strategies/10-ways-to-improve-your-brand-image/. [Accessed May 14, 2014].Search results | Customer Service | Hellopeter.com. 2014. Search results | Customer Service | Hellopeter.com. [ONLINE] Available at: http://hellopeter.com/search-reports?keyword=cadbury. [Accessed May 15, 2014].10 Most Important Business Goals | Chron.com. 2014. 10 Most Important Business Goals | Chron.com. [ONLINE] Available at: http://smallbusiness.chron.com/10-important-business-objectives-23686.html. [Accessed May 15, 2014].10 Powerful Branding Insights That Will Move Your Business Forward - GeekWire. 2014. 10 Powerful Branding Insights That Will Move Your Business Forward - GeekWire. [ONLINE] Available at: http://www.geekwire.com/2012/10-powerful-branding-insights-business-moving/. [Accessed May 15 2014].