Catalogue


Cadbury's purple reign [electronic resource] : the story behind chocolate's best-loved brand /
John Bradley.
imprint
Chichester, England ; Hoboken, NJ : John Wiley, 2008.
description
x, 342 p. : ill. (some col.) ; 26 cm.
ISBN
0470725249 (hbk.), 9780470725245 (hbk.)
format(s)
Book
More Details
imprint
Chichester, England ; Hoboken, NJ : John Wiley, 2008.
isbn
0470725249 (hbk.)
9780470725245 (hbk.)
restrictions
Licensed for access by U. of T. users.
catalogue key
11923378
 
Includes bibliographical references (p. 336-337) and index.
A Look Inside
Excerpts
Flap Copy
A unique expose of the Cadbury story that provides an unprecedented insight into the development, sustenance and modernising of an iconic brand. it is a story of bold initiatives, endurance and adaptation. 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.
Flap Copy
A unique expose of the Cadbury story that provides an unprecedented insight into the development, sustenance and modernising of an iconic brand. it is a story of bold initiatives, endurance and adaptation.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.
Reviews
Review Quotes
"This is a cracking, well-illustrated read stuffed with real-world business dramas...great book." CNBC European Business July 2008 "...the definitive book about the company's rise from a Birmingham shop to the 21 st century's pre-eminent confectionary brand." Sunday Mercury, Birmingham 11 May 2008 "This laudable opus will have you drooling over every word... This is the best book I have eaten in ages." IrishNews.com Friday 30 May 2008 "The illustrations are stunning...John Bradley's accompanying prose is a solid business history of the firm, peppered with interesting details." The Times Books Saturday 12 July 2008 "...sumptuous yet serious book...Fascinating and fabulous, you cant help but enjoy the glorious ride that is Cadburys Purple Reign" (The Marketer, November 2008)
To find out how to look for other reviews, please see our guides to finding book reviews in the Sciences or Social Sciences and Humanities.
Summaries
Bowker Data Service Summary
'Cadbury's Purple Reign' tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand.
Long Description
Cadbury's Purple Reign for the first time tells the definitive story of Cadbury's rise from a Birmingham shop to become the 21st-century's pre-eminent chocolate brand. This no-holds-barred account details the rollercoaster ride of seismic market changes endured and ultimately triumphed over by Cadbury. The insights from Cadbury's journey will help any consumer business that aspires to build longevity for their brands. "John Bradley has drawn on Bournville's unique historical archive to write a fascinating account of the building of the Cadbury brand. His perceptive analysis of the way in which the fortunes of the company were linked to the development of the brand makes a compelling case study. His research has been meticulous and Cadbury's Purple Reign will deservedly attract a wide readership."Sir Adrian Cadburybecame Chairman of Cadbury Ltd in 1965 and retired as Chairman of Cadbury Schweppes in 1989 "Few if any brands developed during the 19th-century have the relevance and appeal that Cadbury takes into the 21st. In Cadbury's Purple Reign John Bradley gives an authoritative account of the values on which the brand was built and how these influenced its direction at critical times. Not only is this an excellent business case study but it will also have wider appeal as the definitive story of a household name."Sir Dominic CadburyCadbury Schweppes Chairman: 1993-2000 "The challenges of building long term brand equity are compellingly illustrated in this book and the lessons are clearly laid out. Anyone who wants to think beyond the next short term fix for their brand should read this."Marcel CorstjensThe Unilever Chaired Professor of Marketing, INSEAD "This book provides insight into the evolution of marketing as seen through the lens of one important global brand. A must read for anyone interested in where marketing has come from and where it is going."Niraj DawarProfessor of Marketing, Ivey Business School, Canada
Main Description
A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand. Cadbury's Puple Reign for the first time tells the in-depth story and definitive history of the Cadbury brand, and how it came to be the world's pre-eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader. This fascinating journey that has been the history of Cadbury makes it an ideal example with which to illuminate the story of consumerism. The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets: Putting product quality at the heart of the brand. Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growth Industry consolidation via mergers and acquisitions to cement critical mass A radical approach to harnessing the potential of its workforce to create the most effectively run company in Britain The virtuous circle of economies of scale which slashed prices and brought chocolate to the masses Innovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts. Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the world's most iconic brands. These insights will help any consumer business that aspire to build longevity for their brand with lessons on how to better endear itself to consumers, and how to turn that relationship into profitable sales. The book has the full backing from Cadbury and chairman Sir John Sunderland provides the foreword.
Back Cover Copy
Cadbury's Purple Reign for the first time tells the definitive story of Cadbury's rise from a Birmingham shop to become the 21st-century's pre-eminent chocolate brand. This no-holds-barred account details the rollercoaster ride of seismic market changes endured and ultimately triumphed over by Cadbury. The insights from Cadbury's journey will help any consumer business that aspires to build longevity for their brands. "John Bradley has drawn on Bournville's unique historical archive to write a fascinating account of the building of the Cadbury brand. His perceptive analysis of the way in which the fortunes of the company were linked to the development of the brand makes a compelling case study. His research has been meticulous and Cadbury's Purple Reign will deservedly attract a wide readership." Sir Adrian Cadbury became Chairman of Cadbury Ltd in 1965 and retired as Chairman of Cadbury Schweppes in 1989 "Few if any brands developed during the 19th-century have the relevance and appeal that Cadbury takes into the 21st. In Cadbury's Purple Reign John Bradley gives an authoritative account of the values on which the brand was built and how these influenced its direction at critical times. Not only is this an excellent business case study but it will also have wider appeal as the definitive story of a household name." Sir Dominic Cadbury Cadbury Schweppes Chairman: 1993-2000 "The challenges of building long term brand equity are compellingly illustrated in this book and the lessons are clearly laid out. Anyone who wants to think beyond the next short term fix for their brand should read this." Marcel Corstjens The Unilever Chaired Professor of Marketing, INSEAD "This book provides insight into the evolution of marketing as seen through the lens of one important global brand. A must read for anyone interested in where marketing has come from and where it is going." Niraj Dawar Professor of Marketing, Ivey Business School, Canada
Table of Contents
Foreword
Acknowledgements
Image Credits
The Rise To Prominence
Getting Established: Back From The Brink
Market Changes: Moving On From Cocoa Essence
New Categories: Extending The Cadbury Brand Beyond Cocoa
Creating Business Advantage: Aligning Infrastructure With Strategy
Making Chocolate A Mass Market
Creating A Mass Market: The Ford Of Chocolate
Building The Cadbury Brand
A Changing U.K. Market: CadburyƆS Competitors Evolve
Overseas Expansion: Painting The British Empire Purple
Difficult Headwinds
Impact Of The War
Shifting Sands: U.K. Market Trends Go Against Cadbury
Overseas Progress
The Path To Global Leadership
New Categories, New Countries: Expanding The Cadbury Brand Footprint
The U.K. Turnaround
The Overseas Businesses Go From Strength To Strength
Extending The Geographic And Category Footprints
U.K. Resurgence: Contemporising The Cadbury Strengths
Overview
The Cadbury Brand: A Personal View
Bibliography
Index
Table of Contents provided by Publisher. All Rights Reserved.

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