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LOGOS AND SYMBOLS: • Logos have a long history as a means to indicate origin, ownership and association. • Non-word mark logos are also often called symbols. Benefits: • Easily recognized • Source of identification • Non-verbal • When full brand name is difficult to use • Logos can be easily adopted CHARACTERS: • Characters represent a special type of brand symbol-one that takes as real human life characteristics • Brand characters typically are introduced through advertising and can play a central role in advertising campaigns and package designs Benefits: • Attention getting • Useful for creating brand awareness • Communicate a key product benefit • Consumer may more easily form a relationship • Popular characters also often become valuable licensing property • May be transferred easily across product categories SLOGANS: • Slogans are short phrases that communicate descriptive or persuasive information about the brand eg; Nestle, Pure Life (peeny ky liye behtareen paani) • Important for packaging and other aspects of the marketing program • Efficient and shortened to build brand equity • Helps the customer to grasp the meaning of the brand • Summarize and translate the intent of a marketing program Benefits: • Build the brand awareness • Reinforce the brand positioning and points of difference eg; GILLETTE, The Best a Man Can Get.
OBJECTIVES: • Identify the brand • Convey descriptive and persuasive information • Facilitate product transportation and protection • Assist at home storage • Aid product consumption BENEFITS: • Consumer inspire by the look of its packaging • Brand recognition • Expand the market • Capture the new market segment • Shelf impact Package design: • Sophisticated process • Dominant element • Color .Packaging is the activities of designing and producing containers or wrappers for a product.