Product

Product Branding
and Packaging
BRANDING
 Brands
Branding means the use of a name, term, symbol,
or design -- or a combination of these -- to identify
a product.

Brand Words,
Words, letters,
letters, numbers
numbers
Name that
that can
can be
be vocalized
vocalized

Brand
Mark Symbol,
Symbol, design,
design, color,
color, lettering
lettering

Trade
Mark Legal
Legal protection
protection of
of a
a brand
brand
Branding
Branding
Branding
Brandingmeans
meansthe
theuse
useof
ofaaname,
name,term,
term, symbol,
symbol,oror
design
design----or
oraacombination
combination of
of these
these----to
to identify
identifyaa
product.
product.

AABrand
BrandName
Name is
isaaword,
word,letter,
letter, or
orgroup
groupof
ofwords
words or
or
letters.
letters.

AATrademark
Trademarkincludes
includes only
onlythose
thosewords,
words,symbols,
symbols, or
or
marks
marksthat
that are
arelegally
legallyregistered
registeredfor
for use
useby
by aasingle
single
company.
company.

AAService
ServiceMark
Mark isisthe
thesame
sameasas aatrademark
trademark except
except that
that
ititrefers
refersto
toaaservice
serviceoffering.
offering.
 Who
Who Does
Does the
the Branding?
Branding?
Brander holds the consumer franchise, and
usually the marketing responsibility,
especially for promotion

Brand
? Choices ?
Manufacturer
Manufacturer Dealer
Dealer
? ?
Generic
Generic
Type
Type of
of Brand
Brand
Family
Family ? Individual
Individual
Brand
Brand Brand
Brand

? ?
Brand
? Choices ?

Licensed brands extend “the family”

beyond the firm that developed the brand
name
 Selecting a Brand Name

A
A Good
Good Brand
Brand Name
Name

 Short
Short and
and simple
simple
 Suggestive
Suggestive of of product
product benefits
benefits
 Can
Can be
be registered
registered and
and legally
legally protected
protected
 Easy
Easy to
to spell,
spell, read,
read, and
and pronounce
pronounce
 Adaptable
Adaptable for
for international
international markets
markets
 Adaptable
Adaptable toto packaging/labeling
packaging/labeling needs
needs
 Adaptable
Adaptable toto product
product line
line addition
addition
10-7
 Producer’s Branding Strategies

Producer’s
Producer’s Fabricating
Fabricating
Own
Own Parts
Parts
Brands
Brands materials
materials

Middlemen’s
Middlemen’s
brands
brands

10-8
 Middlemen’s Branding Strategies

Carry
Carry Carry
Carry both
both
Only
Only Producer
Producer
Producers’
Producers’ And
And
brands
brands Middleman’s
Middleman’s
brands
brands

10-9
 Common Strategies to
Producers and Middlemen
Separate Names Multiple-Brand

Branding
Branding
Family branding Branding
Branding
within a
within a For
For
product
product mix
mix Market
Market
Saturation
Saturation

Cobranding
Cobranding
Two or more
Dual branding
Brands on
the same product
10-10
 1.
1. Easy
Easytotoidentify
identifyby
bybrand
brand
Conditions
Conditions
or
ortrademark
trademark Favorable
Favorable to
to
2.
2. Quality
Qualityisisbest
bestvalue
valuefor
for
the
theprice
price
Building
Building
3.
3. Dependable
Dependableand
spread
andwide-
wide-
spreadavailability
availability
Brand
Brand
4.
Familiarity
Familiarity
4. Demand
Demandfor
forgeneral
general
product
productclass
classis
islarge
large

Seven 5.
5. Demand
Demandsupports
supportsprice
price
Seven needed
Conditions neededto
tosupport
supportbrand
brand
Conditions
Favorable
Favorable to
to 6.
6. Economies
Economiesofofscale
scale
Successful
Successful possible
possible
Branding
Branding 7.
7. Favorable
Favorableshelf
shelflocations
locations
possible
possible
Levels
Levels of
of Brand
Brand Familiarity
Familiarity
Focus:
Rejection
Rejection Change Position

Focus:
Nonrecognition
Nonrecognition Increase Awareness

Focus:
Recognition
Recognition Continue Education

Focus :
Preference
Preference Maintain Availability

Focus : Develop High

Insistence
Insistence Brand Equity
 Packaging
Designing
Designing and
and producing
producing the
the
container
container or
or wrapper
wrapper for
for a
a product
product

Product
Product
protection
protection
Gain
Gain acceptance
acceptance
from
from middlemen
middlemen

Persuade
Persuade
consumer
consumer
to
to buy
buy
Packaging Strategies

Packaging
Packaging the
the product
product line
line

Multiple
Multiple packaging
packaging

Changing
Changing the
the packaging
packaging
 Criticisms of Packaging
Depletes
Depletes natural
natural resources
resources

Health
Health hazards
hazards

Disposal
Disposal of
of used
used packages
packages

Deceptive
Deceptive

Expensive
Expensive
 Labeling

Brand
Brand Brand
Brand applied
applied
to
to the
the product
product

Descriptive
Descriptive Gives
Gives information
information

Grade
Grade Judged
Judged quality
quality
 Labeling

Fair
Fair Nutrition
Nutrition
packaging
packaging Labeling
Labeling
And
And And
And
labeling
labeling Education
Education
act
act act
act
 Product Strategies

Product
Product
Design
Design
Product
Product
Color
Color

Product Quality
Product Quality
Packaging
Packaging and
and Strategy
Strategy Planning
Planning
Packaging can improve
shipping, handling, and
Protection
Protection storage and reduce shop-
lifting or spoilage

Packaging sends a signal at

Promotion
Promotion point of purchase and
consumption

Packaging can make the

Better
Better Product
Product difference in ease of use, more
distinctive, etc.

Packaging costs and

Affects
Affects Cost
Cost externalities vary widely …
big environmental issues
 Packaging and Labeling

 Packaging includes:
– The primary package
– The secondary package
– The shipping package
 Many factors have influenced the
increased use of packaging as a
marketing tool.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 11
 Packaging and Labeling

 Developing an effective package:

– Determine the packaging concept
– Determine key package elements
– Testing:
 Engineering tests
 Visual tests
 Dealer tests

 Consumer tests

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 11
 Packaging and Labeling

 Labeling functions:
– Identifies the product or brand
– May identify product grade
– May describe the product
– May promote the product
 Legal restrictions impact
packaging for many products.
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 11