branding, packaging, and labeling ch. 31. branding what is a brand? name, term, design, symbol, or...
TRANSCRIPT
Branding, Packaging, and
LabelingCh. 31
Branding
What is a Brand?Name, term, design, symbol, or combination
of these elements that identify a business, product, or service.
What does your Brand represent?Quality and Reliability…or…Fun and Excitement
Branding
Brand NameEasily pronounced, distinctive, and recognizable
Corvette, McNuggets, Sprite
Trade NameCorporate Name – Rarely Changed
Chevrolet, McDonalds, Coca-Cola
Branding
Brand MarkVisually recognizable symbol or design
Chevrolet Bowtie, McDonalds Arches
Trade CharacterBrand Mark with human form
Ronald McDonald
TrademarkLegal protection of Brand Mark, Trade Name, and/or Trade Character® = Registered Trademark / TM = Unregistered Trademark
Branding
Importance of Branding in Product PlanningBuild product recognition and customer loyalty
Ensure quality and consistency
Capitalize on brand exposure
Change company or product image
Branding
Types of BrandsNational or Producer
Consistent standards of quality, dependability, performance, and reliability
Private Distributor – Owned by Wholesalers or retailersLarge supermarket or retailer brands
Higher margins
Customer loyalty
Branding
Types of BrandsGeneric Brands
Do not carry a company identity
Not advertised
Consistently cheaper
Branding
Brand ExtensionRisk – Can dilute the brand
Brand LicensingAllows another company to use their brand - Contract
Mixed BrandMaking a product for another company under a different name
Co-BrandingCombining brands in the production of a product or the
delivery
Packaging
A Package represents the size, shape, and final appearance of a product at the time of saleAt least 10% of the retail price is from
packaging
Functions of Packaging?
Packaging
Selling the ProductMixed and Price bundling
Communicating Product IdentityDesign, color, words, and labels all speak to customers
Providing InformationDirections, guarantees, nutrition, care, and warnings
Packaging
Meeting Customer NeedsCustomer convenience, functionality, and family size
Protecting ConsumersPackaging material, access to contents
Protecting the ProductBalance between protection and customer
frustration
Packaging
Theft ReductionSize and/or electronic antitheft devices
Aseptic PackagingKeeps food fresh without refrigeration
Environmental Packaging – reusable and/or biodegradable
Cause Packaging – promote social & political causes