Branding strategies to create value
A Cadbury Schweppes case study

Page 8: Conclusion

Managing for Value requires a company and all of its employees to understand how and where value is created and how and where it is destroyed.

Cadbury LAND was created within the disciplined framework that an MFV approach imposes. Its success is built around strict observance of some familiar rules of business:

  • Test to confirm that a new idea really is a good idea.
  • Remember whose money you are spending.
  • Know your market. Listen to and understand your customers.
  • Control your costs. Evaluate your products.

Cadbury Schweppes | Branding strategies to create value


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