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Branding and Packaging
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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
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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.
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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
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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.
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Protecting a Brand
Degree of brandprotection throughregistration Surnames,
geographic, or
functional namesare also difficult to
protect.
Most
Least
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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
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Branding Policies (contd)
Using an existing brand name for an
improved or new product
Provides support for new products throughestablished brand name and image
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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
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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
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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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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