{"id":30635,"date":"2009-11-09T17:59:58","date_gmt":"2009-11-09T16:59:58","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=30635"},"modified":"2020-07-28T14:59:00","modified_gmt":"2020-07-28T13:59:00","slug":"do-consumers-care-if-kraft-acquires-cadbury","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/do-consumers-care-if-kraft-acquires-cadbury\/","title":{"rendered":"Do Consumers Care if Kraft Acquires Cadbury?"},"content":{"rendered":"

Just a few years ago Cadbury<\/a> purchased a number of consumer products from Pfizer<\/a> after the pharmaceutical behemoth acquired Warner Lambert.\u00a0 Products like Trident gum, Halls cough drops, and more joined the Cadbury Bunny lineup of confectionery products.\u00a0 None of the brands seemed to suffer, and Cadbury shares enjoyed a nice boost.<\/p>\n

But what’s next for those brands?<\/p>\n

Well, if Kraft has anything to do with it, those Cadbury-owned brands will join the Kraft lineup, which already includes Oreo and Philadelphia Cream Cheese, in a hostile takeover of Cadbury by Kraft<\/a>.<\/p>\n

And here is where the branding conundrum begins.\u00a0 Do consumers truly notice when brands are sold and acquired?\u00a0 Are they insulated from the activities of the parent company on a consumer level?\u00a0 That certainly seems to be the case for Trident, Halls, Oreo, and other consumer products that are not closely tied to a parent company brand name.\u00a0 Naturally, it’s not always the case though.<\/p>\n

And does a lack of connection to a parent company brand make a product brand more attractive for hostile or friendly takeover?<\/p>\n

I think the argument could certainly be made that allowing product brands to stand on their own can make them more valuable, particularly in today’s climate of rapid news sharing, excessive lawsuits, and shady business practices.\u00a0 I suppose it’s a cyclical battle that mirrors the historical pattern of corporate centralization to decentralization, back to centralization, then decentralization, and so on.<\/p>\n

So I’m playing devil’s advocate and asking what you think?\u00a0 In today’s world, is it better for product brands to disassociate themselves from their parent company brands or is there still value in tying product and company brands together?<\/p>\n","protected":false},"excerpt":{"rendered":"

Just a few years ago Cadbury purchased a number of consumer products from Pfizer after the pharmaceutical behemoth acquired Warner Lambert.\u00a0 Products like Trident gum, Halls cough drops, and more joined the Cadbury Bunny lineup of confectionery products.\u00a0 None of the brands seemed to suffer, and Cadbury shares enjoyed a nice boost. But what’s next […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[5992,100,5993,3791,1127,5994],"class_list":{"0":"post-30635","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-acquisition","8":"tag-brand-strategy","9":"tag-brand-takeover","10":"tag-cadbury","11":"tag-kraft","12":"tag-parent-brand","13":"entry"},"yoast_head":"\nDo Consumers Care if Kraft Acquires Cadbury?<\/title>\n<meta name=\"description\" content=\"Kraft wants to takeover Cadbury but does that truly affect consumers? 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