Cadbury's Purple Reign

Overview

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...

See more details below
Hardcover
$35.64
BN.com price
(Save 35%)$55.00 List Price
Other sellers (Hardcover)
  • All (14) from $20.00   
  • New (7) from $30.83   
  • Used (7) from $20.00   

Overview

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

Read More Show Less

Product Details

  • ISBN-13: 9780470725245
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 6/16/2008
  • Edition number: 1
  • Pages: 352
  • Product dimensions: 6.90 (w) x 9.70 (h) x 1.20 (d)

Meet the Author

John Bradley brings a unique insider's perspective to the Cadbury brand, having spent 24 years working for Cadbury in a career encompassing Brand Management, Market Research, Sales, and running Cadbury World. Having moved from the UK to Canada in 1996, he left Cadbury in 2004 to pursue a new career in management training and writing. John contributes a regular column for Strategy magazine, giving a wry look at the Marketing and Advertising professions, and is a frequent speaker at industry conferences. he lives near Toronto with his wife, Audrey, and their daughter, Georgina. He can be reached at www.yknotsolutions.com.

Read More Show Less

Table of Contents

FOREWORD.

ACKNOWLEDGEMENTS.

IMAGE CREDITS.

PART I: THE RISE TO PROMINENCE.

CHAPTER 1 GETTING ESTABLISHED: BACK FROM THE BRINK.

CHAPTER 2 MARKET CHANGES: MOVING ON FROM COCOA ESSENCE.

CHAPTER 3 NEW CATEGORIES: EXTENDING THE CADBURY BRAND BEYOND COCOA.

CHAPTER 4 CREATING BUSINESS ADVANTAGE: ALIGNING INFRASTRUCTURE WITH STRATEGY.

PART II: MAKING CHOCOLATE A MASS MARKET.

CHAPTER 5 CREATING A MASS MARKET: THE FORD OF CHOCOLATE.

CHAPTER 6 BUILDING THE CADBURY BRAND.

CHAPTER 7 A CHANGING U.K. MARKET: CADBURY’S COMPETITORS EVOLVE.

CHAPTER 8 OVERSEAS EXPANSION: PAINTING THE BRITISH EMPIRE PURPLE.

PART III: DIFFICULT HEADWINDS.

CHAPTER 9 IMPACT OF THE WAR.

CHAPTER 10 SHIFTING SANDS: U.K. MARKET TRENDS GO AGAINST CADBURY.

CHAPTER 11 OVERSEAS PROGRESS.

PART IV: THE PATH TO GLOBAL LEADERSHIP.

CHAPTER 12. NEW CATEGORIES, NEW COUNTRIES: EXPANDING THE CADBURY BRAND FOOTPRINT.

CHAPTER 13 THE U.K. TURNAROUND.

CHAPTER 14 THE OVERSEAS BUSINESSES GO FROM STRENGTH TO STRENGTH.

CHAPTER 15 EXTENDING THE GEOGRAPHIC AND CATEGORY FOOTPRINTS.

CHAPTER 16 U.K. RESURGENCE: CONTEMPORISING THE CADBURY STRENGTHS.

PART V: OVERVIEW.

CHAPTER 17 THE CADBURY BRAND: A PERSONAL VIEW.

BIBLIOGRAPHY.

INDEX.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)