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In the UK, Cadbury is today a clear market leader, not having suffered the fate of other 19thcenturypioneer consumer brands, such as Pears Soap and Camp Coffee Essence - still around but rarely in our shopping baskets. The focus on quality ahead of everything else, coupled with innovative marketing and selling approaches, put the Cadbury brand into not just the minds of millions of consumers, but their hearts.
However, it has not always been smooth sailing. Competitive initiatives, retail changes and media revolutions are not new phenomena, but have occurred throughout Cadbury;'s long history. We see how the Cadbury brand evolved as new challenges, which could have derailed Cadbury's progress, were met.
The Cadbury brand has also triumphed outside of the UK in commonwealth markets, but elsewhere it has largely struggled to make the same impact. The globalisation challenges of today are illuminated by examining Cadbury's successes and failures beyond the British Isles.
Illustrated with fact, anecdote and beautiful images from Cadbury's archives this book provides the reader with insights into one of the world's great brand names. these insights can be readily applied to build and maintain brands through the turbulent market conditions facing consumer businesses today.