Branding Packeging & Labaling

7/29/2019 Branding Packeging & Labaling

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Branding and Packaging

Copyright Houghton Mifflin Company. All rights reserved. 13 | 1


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Branding: Key Terms

Brand An identifying name, term, design, or symbol

Brand Name The part of a brand that can be spoken Words, letters, numbers

Brand Mark The part of a brand not made up of words Symbols or designs

Nike swoosh, Mercedes star, McDonalds arches


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Branding: Key Terms (contd)

Trademark

A legal designation of exclusive use of a

brand

Coca-Cola, Hewlett-Packard

Trade Name

Full legal name of

an organization


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Value of Branding

For Consumers

Helps speed consumer purchases by

identifying specific preferred products

Provides a form of self-expression andstatus

Evaluates product quality to reduce the

risk of purchase


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Value of Branding (contd)

For Marketers

Identifies and differentiates a firms

products from competing products

Helps in the introduction of new products

Facilitates the promotion of all same-brand

products

Development of brand loyalty Can create valuable intangible assets


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Brand Loyalty: Key Terms

Brand Loyalty

A customers favorable attitudetoward a specific brand


7/22Copyright Houghton Mifflin Company. All rights reserved. 13 | 7

Major Elements of Brand Equity

FIGURE 13.1

Source: Adapted with the permission of The Free Press, a division of Simon & Schuster Adult Publishing Group, from Managing BrandEquity: Capitalizing on the Value of a Brand Nameby David A. Aaker. Copyright 1991 by David A. Aaker.



Types of Brands

Manufacturer Brands

Brands initiated by producers

Private Distributor Brands

Brands initiated and owned by resellers

Dealer brands, private

brands, store brands

Generic Brands Brands indicating only

the product category



Selecting a Brand Name

The name should

be easy to say and recall.

indicate the products major benefits.

suggest the products major uses and specialcharacteristics.

be well-matched with all products

in line.

be planned for use and recognitionin all types of media.



Protecting a Brand

Degree of brandprotection throughregistration Surnames,

geographic, or

functional namesare also difficult to

protect.

Most

Least



Branding Policies

Individual Branding

A policy of naming each product differently

Family Branding

Branding all of a firms products with the

same name

Promotion of one item also promotes allother products



Branding Policies (contd)

Using an existing brand name for an

improved or new product

Provides support for new products throughestablished brand name and image



Packaging

Involves the development of a container anda graphic design for a product

Packaging Functions Protect the product from

damage

Offer convenience toconsumers

Prevent waste and make

storage easier Promote the product by

communicating its features,uses, benefits, and image



Major Packaging Considerations

Cost of Packaging

Limited consumer willingness to pay for better

packaging.

Family Packaging

Similar packaging for all of a

firms products or packaging

that has one common designelement

AA



Major Packaging Considerations (contd)

Promotional Role (Informing the Consumer)

Verbal and nonverbal

symbols

Size, shape, texture, color,and graphics

Reseller Needs

Transportation, storage,

and handling Environmentally Responsible

eco-friendly and recyclable


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Packaging Examples


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Packaging and Marketing Strategy

Altering the Package To update style and to meet increased

competition

To highlight new features

To take advantage of new packaging materials

To make the product safer or easier to use

To reduce packaging costs

Secondary-Use Packaging Reusable packaging adds customer value


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Packaging and Marketing Strategy (contd)

Innovative Packaging

Unique features or ways of packaging that make a

product more distinct from its competitors

Multiple Packaging Bundling multiple units of a product together to

encourage usage and to increase demand

Handling-Improved Packaging

Packaging that has been changedto facilitate product handling in the

distribution channel


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Criticisms of Packaging

Lack of functionality Leak, difficult to open/close/seal, hard-to-

use designs

Safety- Broken glass, health hazards

Deceptive

Shape, size, colors mask true nature ofproduct

Cost of packaging

What customers prefer is costly


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Labeling

Labeling

Providing identifying, promotional, legal, or

other information on package labels

Universal Product Code (UPC) A series of electronically

readable lines identifying

a product and containinginventory and pricing

information


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Labeling (contd)

Purposes of Labels

Help identify the product

Display brand name and unique graphics

Support promotional efforts for the product Coupons, discounts, product features

Provide legally required labeling

information Fair Packaging and Labeling Act of 1966

Nutrition Labeling Act of 1990


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Copyright Houghton Mifflin Company All rights reserved 13 | 22

Labeling (contd)

Purposes of Labels (contd)

Green Labeling issues

Labeling packaging as made of recyclable

materials Provide information on product origin

Made in the USA1st

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