ABSTRACT
This chapter examines the ways that the Cadbury brand in Australia has been constructed by multiple internal and external stakeholders. Drawing on interviews with Australian Cadbury staff and Australian consumers and their responses to the question ‘has Cadbury changed as a brand’, this chapter argues that oral history offers deep insights into brands along with the narratives surrounding and underpinning them. By identifying and exploring the small but important differences in the ways that different stakeholders view the brand, the chapter demonstrates oral history’s broader value to marketing and business historians and, indeed, marketing scholars more generally. Its most unique aspects are the demonstration of oral history’s capacity to contribute to contemporary marketing purposes, and its innovative use of interviews with management, staff, and consumers.
