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Detailed 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 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
From the contents FOREWORD.
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.