BRANDING

   

Brand

AMA defines brand and branding as "a name,term,sign,symbol or design or a combination of them,intended to identify the goods or devices of one seller or a group of sellers and to differentiate them from those of competitors." 

Cadbury as brand was first launched in the year 1824 headquarter in Birmingham, United Kingdoman and  launched in India on 19 July 1948 , headquarter in Mumbai.5 Star was launched in 1969, 5 Star soon became the star of every refrigerator and pocket; people could not resist biting into one.
Being the second largest brand in the Cadbury portfolio, 5 Star enjoys extensive marketing and promotion. Continuous product development activities and interesting advertisements have ensured that 5 Star enjoys undivided attention and demand from its countless fans. This chocolate is iconic. To every chocolate-lover’s taste buds, it brings back mouth-watering memories. 

Brand Equity 

AMA defines brand equity as "Brand equity is a phrase used in the marketing industry to try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well known names. "

Within a pyramid, the model highlights four key levels that you can work through to create a successful brand. These four levels are:

1. Brand identity.
2. Brand meaning.
3. Brand responses.
4. Brand relationships.

Within these four levels are six building blocks that further help with brand development. These six building blocks are salience, performance, imagery, judgments, feelings, and resonance.

The brand equity of 5 Star very high as it is a brand that belongs to CADBURY . Cadbury itself as a brand has high brand equity and has been always associated to quality and value for money products .