branding and packaging
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BRANDS
Brands just don’t exist….they are an integral part of our lives!
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Defined as the name, logo, or other outward symbols that distinguish a product or service from others in its category
The brand is not the product but it gives the product meaning
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BRAND
A Premium Quality Pure & Gentle Soap……to give a Soft Skin
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The functions of the brand for the consumer
Function Consumer benefit
Identification To be clearly seen, to make sense of the offer to quickly identify the sought-after products
Practicality To allow savings of time and energy through identical repurchasing and loyalty
Guarantee To be sure of finding the same quality no matter where or when you buy the product or service
Optimisation To be sure of buying the best product in its category, the best performer for a particular purpose
Characterization To have confirmation of your self-image or the image that you present to others
Continuity through familiarity and intimacy with the brand that you have been consuming for years
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-How many brands do you need ?
-How do you manage brands over time ?
-How do you keep brands up to date as technology, products and customers change ?
-How do you manage coherently and benefit from the synergy of a range of products sold under a single brand ?
-How far can a brand be extended geographically?
Does it have the potential to become a homogeneous global brand in all countries ?
-Several companies have the same name as their brand (e.g. Nestle) so what is the difference between managing a brand image, a corporate image and an institutional image ?
-Finally, given that brands have a value, how can this be measured so as to survey and control it ?
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Branding: Key TermsBrand
An identifying name, term, design, or symbolOne item, family of items, or all items of a seller
Brand MarkThe part of a brand not made up of wordsSymbols or designs
Nike swoosh, Mercedes star, McDonald’s archesTrademark
A legal designation of exclusive use of a brand Coca-Cola®, Hewlett-Packard®
Trade NameFull legal name of an organization
American Telephone and Telegraph Corporation (AT&T)
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BrandingValue of Branding for Consumers
Helps speed consumer purchases by identifying specific preferred products
Provides a form of self-expression and statusEvaluates product quality to reduce the risk of purchase
Value of Branding for MarketersIdentifies and differentiates a firm’s products from
competing productsHelps in the introduction of new productsFacilitates the promotion of all same-brand productsFosters the development of brand loyaltyCan create valuable intangible assets
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BrandingBrand Loyalty
A customer’s favorable attitude toward a specific brand
Brand RecognitionA customer’s awareness that a brand exists and
is an alternative purchaseBrand Preference
The degree of brand loyalty in which a customer prefers one brand over competitive offerings
Brand InsistenceThe degree of brand loyalty in which a customer
strongly prefers a specific brand and will accept no substitute
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Selecting a Brand Name
The name shouldbe easy to say, spell, and recall.indicate the product’s major benefits.suggest the product’s major uses and special
characteristics.be distinctive, setting it apart from competing
brands.be compatible with all products in line.be designed for use and recognition
in all types of media.
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Packaging
PackagingInvolves the development of a container and a
graphic design for a productPackaging Functions
Protect the product from damageOffer convenience to consumersPrevent waste and make storage easierPromote the product by communicating
its features, uses, benefits, and image
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Major Packaging Considerations
Cost of PackagingLimited consumer willingness to pay for better
packagingTamper-Resistant Packaging
Government regulations and consumer safety concerns
Family PackagingSimilar packaging for all of a firm’s products or
packaging that has one common design element
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Major Packaging Considerations
Promotional Role (Informing the Consumer)Verbal and nonverbal symbolsSize, shape, texture, color, and graphics
Reseller NeedsTransportation, storage, and handling
Environmentally ResponsibleBiodegradable and recyclable
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Packaging and Marketing StrategyAltering the Package
To update style and to meet increased competition
To highlight new featuresTo take advantage of new packaging materialsTo make the product safer or easier to useTo reduce packaging costs
Secondary-Use PackagingReusable packaging adds customer value
Category-Consistent PackagingPackaging reflects customer expectations for the
expected appearance of products in a category
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Packaging and Marketing StrategyInnovative Packaging
Unique features or ways of packaging that make a product more distinct from its competitors
Multiple PackagingBundling multiple units of a product together
to encourage usage and to increase demandHandling-Improved Packaging
Packaging that has been changed to facilitate product handling in the distribution channel
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Claims of Product Life Cycles
Products have a limited lifeProduct sales pass through distinct stages
each with different challenges and opportunities
Profits rise and fall at different stages Products require different strategies in each
life cycle stage
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Sales and Product Life Cycle
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Style, Fashion, and Fad Life Cycles
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Strategies for Sustaining Rapid Market Growth
Improve product quality, add new features, and improve styling
Add new modelsEnter new market segmentsIncrease distribution coverageShift from product-awareness advertising
to product-preference advertisingLower prices to attract the next layer of
price-sensitive buyers
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Marketing Program ModificationsPrices
Distribution
Advertising
Sales promotion
Services
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Ways to Increase Sales Volume
Convert nonusersEnter new market segmentsAttract competitors’ customersHave consumers use the product on more
occasionsHave consumers use more of the product on
each occasionHave consumers use the product in new ways