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Many of these firms are firmly entrenched in the history of the confectionary industry, prime examples being Cadbury Schweppes, Nestle and Mars. A key aspect of their success lies with their heavy investment in advertising in order to muster brand loyalty and recognition; few would be unable to identify the infamous red and white packaging of Kit-Kat for example. The tendency has been to extend existing brands with new flavours and/or into new product areas, taking advantage of reputable names by turning them into umbrella brands. For example, during 2005, the celebration of the centenary of the Cadbury Dairy Milk brand offered a strong opportunity for new products...
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