BRANDING AND PACKAGING

BRANDING

• Branding simply means naming a product for its

identification and distinction. It means giving a
name to the product by which it should become
known and familiar among the public. In other
words, it is the practice of giving a specific name or
mark to a product or group of products of one seller
 BRANDS

Brands just don’t exist….they are an integral

part of our lives!
BRAND
Defined as the name, logo, or other
outward symbols that distinguish a product
or service from others in its category
The brand is not the product but it gives the
product meaning
 BRANDING: KEY TERMS
 Brand Mark
The part of a brand not made up of words
Symbols or designs
Nike swoosh, Mercedes star, McDonald’s arches
 Trademark
A legal designation of exclusive use of a brand
Coca-Cola®, Google,BMW
 Branding

Brand Building

 Brand awareness

 Brand equity

 Brand loyalty
 Brand Awareness
Consumer Recognition of a product by its name

Eg: Marvel Because Marvel has such a strong brand,

the Walt Disney Company purchased the company
for $4 billion.
 Branding

Brand equity is the value placed on a

brand by consumers

For example, Nike has strong brand equity

because consumers have long associated the
brand with top level athletes and quality
products
 Branding

Brand loyalty is a consumer preference

for a particular brand as compared to
competitor products or services
TYPES OF BRANDS

Generic product: item characterized by plain label, with

no advertising and no brand name
SODA, Paracetamol 
MANUFACTURER’S BRAND

• Manufacturer’s brand or National Brand: brand

name owned by a manufacturer or other producer
Eg:Ford,Intel, Apple 
PRIVATE BRANDS

• Private brands: brand name placed on products

marketed by wholesalers and retailers
eg:Popular Maruti
FAMILY BRAND

• Family brand: Brand name that identifies several related

products
For example :Amul products, Milma products
INDIVIDUAL BRAND

Individual brand: Unique brand name that identifies a

specific offering within a firm’s product line and that is not
grouped under a family brand
For Eg:Hindustan Unilever company brands such as
Lux,Lifeboy,Surf excel,Rin,Wheel,Dove,Sunsilk,Pepsodent
LICENSED BRAND

It involves licensing of trade marks. In this case a

company grants license to approved manufactures to use
its trade mark for a mutually agreed fee
Eg: P&G licenced its Camay brand soap in India to
Godrej for few years.
PACKAGING

A package is the physical container or wrapping for a product.

Developing a product’s package is an integral part of product
planning and promotion because the package is a selling tool.
The primary purposes of packaging are:
• Brand identification
• Transporting package without any damage
FUNCTIONS OF PACKAGING

Packaging fulfills several functions, including:

• Promoting and selling the product
• Defining product identity
• Providing information
• Expressing benefits and features
• Ensuring safe use
PURPOSE OF PACKAGING

• Product protection
• Product attractiveness
• Product identification
• Product convenience
• Effective sales tool
• Helps in segmentation
• Direct information
OBJECTIVES OF PACKAGING

• Protection
• Attraction
• Reputation
• Increase in Profitability
• Sales Promotion
PACKAGING DECISION

• Product Differentiation
• Package Design
• Package Size
• Package shape & colour
• Package Cost
• Material Used
• Package type to be used