Branding and packaging

decisions
• co branding -
• private brand is a good that is manufactured for and sold under the
name of a specific retailer, and competes with brand-name products.
Also referred to as "private label" or "store brand," prices for private
brands tend to be less than those of nationally recognized name brand
goods
• manufacturer branding. Common practice where a manufacturer
markets a good or family of goods under its own brand name(s). The
objective is to attract and retain satisfied-customers whose loyalty may
be transferred to the manufacturer's other products.
• Licensing means renting or leasing of an intangible asset. It is a process
of creating and managing contracts between the owner of a brand and
a company or individual who wants to use the brand in association with
a product, for an agreed period of time, within an agreed territory
Brand positioning
• On product attributes- lowest level, easily copiable by the competitors
• On benefits-
• On beliefs and values-
Packaging
Objectives
• Physical protection
• Aggregation
• Marketing
• Convenience
• Creating brand remembrance
• Storage after use