BRANDING ,

PACKAGING
& LABELING
 BRANDING
It is a practice of giving designation to a product by which it becomes
popular and known in the market. Thus, brand is a name, symbol,
term, design or other distinguishing features that serves to identify a
specific product and distinguish it from its competition.
 A BRAND IS OFTEN CONFUSED WITH TERMS SUCH
AS :-
Brand name

Brand mark

Trade characteristics

Trade mark

Trade name
 BRAND EQUITY
Brand equity in the positive form can help a company in many ways a
common benefit that typically result is the financial benefit, which
allows for a company to demand a premium price for its product.
 FIVE CATEGORIES UNDERLYING
BRAND VALUE
Brand awareness
TYPES OF BRAND
Manufacturer
brands
Dealer brands

Generic brands
 MANUFACTURER BRANDS
Also known as National Brands
(producer brands) owned by firms that actually manufacture them.
Generate the majority of sales for most categories
Examples: Hershey Foods, Whirlpool, Ford, Hilton, Nestle, rin and
close-up.
Internet based national brands
Amazon.com, eBay, Monster
 DEALERS BRANDS
Also known as private brands.
Developed and owned by wholesalers and retailers
Products are manufactured by manufacturer but dealer take the
responsibility of promotion , pricing , and selling of products.

Both are private

distributor brands
from SEARS
 GENERIC BRANDS
Does not carry a company identity
Packaging usually features a description of the product
Example: Pancake Mix, Paper Towels
Usually sold in supermarkets and discount stores
Often sold for 30 50% less than name brands
 Generic
branding

Brand Individua
Family
strategie l
branding
s branding

Brand
extensio
n
branding
 GENERIC BRANDING

A generic name is a brand that become identified with a type of

product rather than the product of manufacturer.
Example ASPIRIN , XEROX , BAND-AID.
 INDIVIDUAL BRANDING
Also called as multi-brand strategy.
Calls for a different brand name for each product of the firm.
 FAMILY BRANDING
Also called as multi-product branding.
Involves the use of a single brand name by a firm for its product
For example old spice and johnson & Johnson
 BRAND EXTENSION BRANDING
A strategy of using
well-known brand
names to new
products that are
usually in the same
products category as
the existing brand .
 Licensing is a contractual agreement
whereby a company allows someone
LICENSING else to use its brand name .

This approach allows a company to

enter new markets without engaging in
the new product development process.
BRAND

The company that allows another

company to use its brand name
charges a licensing fee in the form of
royalities.
 CHARACTERISTICS OF GOOD BRAND NAME

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EXAMPLES OF SUCCESSFUL BRANDS

Rin Amul Godrej Everead Close-up

(washing (refrigerator
(butter) )
y (battery ) (toothpaste)
detergent)
PAC KAG I N G
The external presentation of a product

Packaging is the process of covering , wrapping of goods into a

package . Packaging involves designing & producing the wrapper of
a product.

Packaging is next to branding.

Packaging is essential for offering goods in safe , and secured

position to consumer
 Secondary
package

Primary Shipping
package package

Types of
packaging
FUNCTIONS OF PACKAGING
PRESENTATION:
presentation of product should be eye- catching & attractive.

PROTECTION:
it increases life cycle of a product.

PRESERVATION:
it preserves original colors, quality , favor etc.

ECONOMY:
packaging of a product should be economy.

CONVENIENCE:
it should be light to handle.
CONTAINMENT:
premeasured , preweight and then placed in box

IDENTIFICATION:
packaging helps to identify the product easily.

Labeling :
it helps to promote the sales of goods.

HANDLING:
When package is light in weight it facilitate easy handling of cargo.

SUITABILITY:
Packaging should match with the product.
FACTORS GOVERNING PACKAGING DECISIONS

Materials consistenc
cost
used y

Size,
shape ,
Promotion Packaging
colour and
strategy procedure
design of
package
 LABELING
Label an identification tag, wrapper, seal,
or imprinted message that is attached to
a product or its package

Main function is to inform customers

about a products contents and give
directions for use
Protects businesses from legal liability if
someone if injured while using the
product
 THREE KINDS OF LABEL
Brand Label gives brand name and trademark or logo.

Descriptive Label give information about product use,

construction, care, performance, and other features

Grade Label states the quality of a product

 PRODUCT WARRANTY
One of the product components that attract customers to patronize a product is
the warranty, which is a statement explaining what the seller promises about the
product.

It is actually a manufacturers written promise as to the extent of the repair,

replacement, or otherwise compensation for defective goods
 WARRANTY

EXPRESS IMPLIED
Obligation of the manufacturer Warranty obligation not
stated in written or spoken words expressed by the manufacturer

LIMITED COVERAGE
FULL WARRRANTY
WARRANTY
 PRODUCT GUARANTEE
A promise or an assurance

Especially one given in writing

That attests to the quality or durability of a

product or service.
 DIFFERENCES
S. No. GUARANTEE WARRANTY
1. Promise/pledge Assurance

2. Repair/ Repair
Replacement/
Refund