Professional Documents
Culture Documents
Branding
Any name, design, style, words or symbols, singly or in combination that distinguish one product from another in the eyes of the customer. Seen as a crucial part of marketing now The psychological wrapping around the product Brands are used by people to establish their status
Line Extension
Existing brand names are extended to new forms, sizes, and flavors of an existing product category. Dove Soap, Dove Gentle Exfoliating Soap & Dove fresh moisture Bathing Bar
Fair & Lovely Fairness Cream-1978 Fair & Lovely Ayurvedic Fairness Cream-2001 Fair & Lovely Fairness Cream with extra brightness -2003 Fair & Lovely Menz Active-2006
Brand Extension Existing brand names are extended to new or modified product categories.
Virgin Atlantic Virgin Mobile Virgin Cosmetics Virgin Trains Virgin Money * *
80 Virgin Brands
Multibrands New brand names are introduced in the same product category. HUL: Lux, Lifebuoy, Liril, Hamam, Breeze, Dove, Pears, Rexona
CO-BRANDING
Kingfisher NDTV Good Times Pizza Hut & Pepsi
Packaging Packaging involves designing and producing the container or wrapper for a product. The package may include the product's primary container (the tube holding Dettol Shaving Cream); a secondary package that is thrown away when the product is about to be used (the cardboard box containing the tube of Dettol); and the shipping package necessary to store, identify, and ship the product (a corrugated box carrying six dozen tubes of Dettol Shaving Cream). Growing Use of packaging as marketing tool; 1. Self service 2. Consumer affluence: consumer are now willing to pay a little more for convenience, appearance and prestige of better packages. 3. Company & Brand Image: Instant Recognition 4. Innovation Opportunity Labeling, printed information appearing on or with the package, is also part of packaging.
Packaging Products
Labeling
Can help market the product Address issues of consumer safety
Contents Under Pressure Do Not Puncture Flammable Do Not Use Near Open Flame
Nonaerosol Bio-Degradable Recyclable Ozone Friendly Fat Free Salt Free Sugar Free 30% More Free!