What is a brand?

Branding is an effort to give a unique identity to the company’s products and create emotional
associations with consumers. It is a form of marketing. A brand is a set of associations that are
linked to a product range, a division, or company. These associations reside in the memory of
customers. These associations help customers understand what the brand or company is, why
it is potentially relevant to them, how it is different or similar to other products made by the
company, and how it is similar or different from competitor’s products.
Packaging puts a face on a product. Effective packaging creates a good impression, helps to sell
the product, and communicates benefits to customers.

A package is a selling tool. Its functions include:

= promoting and selling the product

= defining product identity

= providing information

= meeting customer needs

= ensuring safe use

= protecting the product

Packaging and Labeling Ensuring Safe Use Plastic packaging, tamper-resistant packaging, and
childproof containers protect customers. Protecting the Product Packages protect a product
during shipping, storage, and display, prevent tampering, and sometimes help prevent
shoplifting of the product.
Packaging and Labeling Functions of Packaging Providing Information Packages give directions
for product use, information about contents, guarantees, nutritional information, and potential
hazards. Meeting Customer Needs Various sizes meet the needs of different market segments:
family packs meet the needs of larger families; smaller packages are made for individuals.
Labeling A label is an information tag, wrapper, seal, or imprinted message that is attached to a
product or its package. A label’s purpose is to:

= inform about a product’s contents and direction for use

= protect companies from legal liability

= contain a brand name, logo, ingredients, special promotional messages, and other useful
information
Labels
• Identification
• Grade classification
• Description of product
• Manufacturer identity
• Date of mfg., batch no.
• Instructions for use
• Promotion
A trademark is a name or symbol that a company uses on its products and that cannot legally
be used by another company.
Any name, symbol, figure, letter, word, or mark adopted and used by a manufacturer or
merchant in order to designate his or her goods and to distinguish them from those
manufactured or sold by others. A trademark is a proprietary term that is usually registered
with the Patent and Trademark Office to assure its exclusive use by its owner.