lecture - godsonug.files.wordpress.com · branding, packaging and labeling lecturer: dr. de-graft...

College of Education

School of Information and Communication Studies

Department of Information Studies

2018/2019 ACADEMIC YEAR

Lecture :

Branding, Packaging and Labeling

LECTURER: DR. DE-GRAFT JOHNSON AMENUVEVE DEI [email protected]

0243775571

mailto:[email protected]

Branding

• A brand consists of any name, term, design, style, words, symbols or any other feature that distinguishes the goods and services of one seller from another.

• A brand also distinguishes one product from another in the eyes of the customer.

• All of its elements (i.e., logo, color, shape, letters, images) work as a psychological trigger or stimulus that causes an association to all other thoughts we have about this brand.

• Tunes, celebrities, and catchphrases are also oftentimes considered brands.

• A successful brand can create and sustain a strong, positive, and lasting impression in the mind of a consumer.

• Brands provide external cues to taste, design, performance, quality, value and prestige if they are developed and managed properly.

• Brands convey positive or negative messages about a product, along with indicating the company or service to the consumer, which is a direct result of past advertising, promotion, and product reputation.

Dr. De-Graft Johnson Dei, Dept of Information Studies

Slide 3

A brand can convey up to six levels of meaning

• Attributes: – The Mercedes-Benz brand, for example, suggests expensive, well-built,

well-engineered, durable, high-prestige automobiles.

• Benefits: – attributes must be translated into functional and emotional benefits.

• Values: – Mercedes stands for high performance, safety, and prestige.

• Culture: – Mercedes represents German culture, organized, efficient, high quality.

• Personality: – the brand projects a certain personality.

• User: – the brand suggests the kind of consumer who buys and uses the product.


Slide 4

Importance of Brands in Product Planning

• Helps to identify a product, service or company (name, term, sign, symbol, design, or combination thereof);

• Builds product recognition and customer loyalty

• Ensures quality and consistency

• Capitalizes on brand exposure

• Able to command higher prices,

• Speeds up new product acceptance,

• Enables market share penetration by advertising, and resisting price erosion.


Slide 5

• it also represents a relationship to key constituencies: customers, staff, partners, investors etc.

• Proper branding can yield higher product sales, and higher sales of products associated with the brand (or brand association)

• develops an image of a company’s products in the minds of consumers, attributing goods with certain unique qualities or characteristics

• Builds up positive sentiment which further strengthens the company position amongst competitors.


Slide 6

• The branding process seeks to develop or align the expectations behind the brand experience, creating an impression that a product or service associated with a brand possesses certain qualities or characteristics that set it apart from other (e.g., competitor) products or services.

• Careful brand management seeks to make the product or services appealing and/or relevant to the target audience. Brands represent the sum of all valuable qualities of a product to the consumer.

• A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds to the point of a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.

• Consumers may view branding as an aspect of products or services, as it often serves to denote certain attractive qualities or characteristics. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality or reputation of the brand or brand owner.

• good brand recognition facilitates of new product acceptance, enabling market share penetration by advertising, and resisting price erosion.


Slide 7

Library branding • Library branding is more than just a logo, but creating a

consistent brand experience in the physical and digital world is challenging.

• Libraries play a vital role in the community and the lives of your students or patrons, and as a library brand you need to consistently express your mission, value and offerings.

• Branding can be tough, and creating a consistent brand that extends into both the physical and digital space is a challenge.

• In the commercial world, many companies turn to advertising agencies to assist in branding.


Slide 8

• When it comes to your library branding, the digital brand experience your users have is just as important, if not more important, than the physical.

• Proper library branding is critical as it represents the sum of your users’ perception and your service and reputation.

• Library branding is important to retain users, it provides clear direction and motivation to your employees and plays a vital role in acquiring new library users.


Slide 9

How important is library branding

• If your message is simple, clear, focuses on the benefits, and has a good call to action.

• It's the message, and its relevance, that matters to the users.

• The library branding should reflect the library brand.

• It should communicate who you are.

• It should help users identify us and remember us.

• The exact logo or colour scheme is a big deal.


Slide 10

library branding and application of branding

• Exercise #1: Explore Brands You Like

• Exercise #2: Establish Your Identity

• Exercise #3: Evaluate the Current State of Your Library Brand

– The physical library environment

– The physical community

– Social media

– The website and digital tools

• Expand Library Branding into the Digital Space


Slide 11

determine your library branding and application of branding, try these exercises

• Exercise #1: Explore Brands You Like

– Pick a favorite brand or brands

– Examine their marketing, advertising, website, social media, brand story and overall look and feel and voice

– Jot down what you like about their branding and note if it is consistent across channels


Slide 12


• Exercise #2: Establish Your Identity

– Outline your library brand in the following areas:

• Logo

• Vision

• Mission

• Culture

• Design

• Communication


Slide 13


• Exercise #3: Evaluate the Current State of Your Library Brand – The physical library environment –

• inside library, entrances, shelves, rooms, circulation desk, etc.

– The physical community – • print advertising, signage, in-person events, etc.

– Social media – • imagery, tone, types of content you post on your own and repost

from others

– The website and digital tools – • color schemes, imagery, fonts, mobile display vs. desktop

– Evaluate whether your library brand is consistent across these channels and where you need to improve.


Slide 14


• Expand Library Branding into the Digital Space

– The digital library brand experience your users have is just as important as (if not more important than) the physical.

– Your library website is most likely the first impression that current and prospective users have of your library, and there are key digital elements on your website to ensure brand consistency.

– Knowing what those elements are requires research and education in web design.


Slide 15

Packaging

• The science, art and technology of enclosing or protecting products for distribution, storage, sale, and use.

• Packaging can also be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use.

• Packaging contains, protects, preserves, transports, informs, and sells.

• It serves to contain, identify, describe, protect, display, promote and otherwise make the product marketable and keep it clean


Slide 16

Labeling

• A label is a carrier of information about the product.

• Informational tag, wrapper, seal or imprinted message

• Main function is to inform about contents and give directions

• label provides customers with information to aid their purchase decision or help improve the experience of using the product.

• It protects company from liability & lawsuits

• Labels can include:

– Care and use of the product

– Recipes or suggestions

– Ingredients or nutritional information

– Product guarantees

– Manufacturer name and address

– Weight statements

– Sell by date and expiration dates

– Warnings


Slide 18

The purposes of packaging and package labels

• Packaging and package labeling have several objectives – Physical protection

– Barrier protection

– Information transmission

– Marketing

– Security

– Convenience

– Portion control


Slide 19

• Physical protection –

– The objects enclosed in the package may

require protection from, among other things,

mechanical shock, vibration, electrostatic

discharge, compression, temperature, etc.

• Barrier protection –

– A barrier to oxygen, water vapor, dust, etc., is

often required.


Slide 20

• Information transmission –

– Packages and labels communicate how to use,

transport, recycle, or dispose of the package or

product.

– It indicate their construction material with a

symbol

• Marketing

– Used by marketers to encourage potential buyers

to purchase a product.

– Designed to reflect the brand's message and

identity.


Slide 21

• Security – – reduce the security risks of shipment. – Packages can be made with improved tamper resistance to

deter manipulation and they can also have tamper-evident features indicating that tampering has taken place.

– Counterfeit consumer goods, unauthorized sales, material substitution and tampering can be minimized or prevented with anti-counterfeiting technologies.

– It may include authentication seals and use security printing to help indicate that the package and contents are not counterfeit.

– Packages also can include anti-theft devices such as dye-packs, RFID tags, or electronic article surveillance tags that can be activated or detected by devices at exit points and require specialized tools to deactivate.


Slide 22

• Convenience – – Packages can have features that add convenience in

distribution, handling, stacking, display, sale, opening, reclosing, using, dispensing, reusing, recycling, and ease of disposal

• Portion control – – Single serving or single dosage packaging has a

precise amount of contents to control usage. – Bulk commodities (such as salt) can be divided into

packages that are a more suitable size for individual households.

– It also aids the control of inventory: selling sealed one-liter bottles of milk, rather than having people bring their own bottles to fill themselves.


Slide 23

• https://courses.lumenlearning.com/boundless-business/chapter/product-packaging-and-branding/

• https://www.ebsco.com/blog/article/library-branding-moving-beyond-the-physical-space


Slide 24

https://courses.lumenlearning.com/boundless-business/chapter/product-packaging-and-branding/










https://www.ebsco.com/blog/article/library-branding-moving-beyond-the-physical-space














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