BRANDING,

PACKAGING &
LABELLING
Prepared by:
Micah Jean B. Abay
Kristine Mae Tandog​
 Learning Objectives:

a. Define branding, packaging and labelling.

b. Discuss the objectives or purpose of the branding,
packaging and labelling.
c. Value the importance of branding, packaging and
labelling.

Presentation title 2
 BRANDING
 is name, image, design or symbol, or a
combination of those used by a seller to identify
and distinguish its products from rivals.
 is the collection of actions intended to establish
and position a brand in the minds of customers.
 the process of providing a specific brand to a single
seller’s product or set of products.
 is the process of designating a thing, similar to
naming a newborn. Parents have children, and
manufacturers are interested in learning about the
character and capability of their goods from birth,
but not in their names.

Presentation title 3
 PURPOSE OF BRANDING

 The brand is a huge asset.

 A brand is a marketing tool.
 The brand is a market-protection weapon.
 The brand is an antidote to middle-class survival.
 Customers use brands to identify themselves
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 PACKAGING

 is the science, art and technology of enclosing or protecting

products for distribution, storage, sale, and use.
 is the activities of designing and producing the container for a
product.
 is “an activity concerned with protection, economy, convenience,
and promotional consideration.”
 Refers to “the broad set of operations in product planning that
includes designing and manufacturing the product’s container or
wrapper.”
Presentation title 5
 Packaging Functions

It facilitates and improves product identification and differentiation.

Package features convey product massage and encourage consumers to purchase.
Changing product packaging design and massage makes it easier to execute its
product/brand repositioning plan.
The selling message is repeated.
It advertises the goods at the point of sale and generally aids in the purchasing
decision.
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 TYPES OF PACKAGING

1. PRIMARY PACKAGING
- material that first envelops the product and holds it.
- the smallest unit of distribution or use and is the package which is in
direct contact with the contents.
2. SECONDARY PACKAGING
- outside the primary packaging, perhaps used to group primary
packages together.
3. TERTIARY PACKAGING
- is used for bulk handling, warehouse storage and transport shipping.
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Presentation title 8
 OBJECTIVES OF PACKAGING

1. PHYSICAL PROTECTION
- The objects enclosed in the package may require protection
from, among other things, shock, vibration, compression,
temperature etc. Eg : Egg, Bottles

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 OBJECTIVES OF PACKAGING

2. BARRIER PROTECTION
-A barrier from oxygen, water vapor, dust, etc., is often required. •
Controlled atmospheres are also maintained in some food packages,
keeping the contents clean & fresh. Eg: Fruits, Vegetables

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 OBJECTIVES OF PACKAGING

3. Containment or Agglomeration Small objects

are typically grouped together in one package for reasons of efficiency.
Eg: Chocolates, Biscuits

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 OBJECTIVES OF PACKAGING

4. Marketing
- The packaging and labels can be used by marketers to encourage
potential buyers to purchase the product.
- Package graphic design and physical design have been a important
phenomenon. Eg: Chips, Biscuits

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 OBJECTIVES OF PACKAGING

5. Security
- Packages can be made with improved tamper resistance to deter
tampering and also can have tamper evident features to help indicate
tampering. Eg: Coke drinks, water bottles

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 OBJECTIVES OF PACKAGING

6. Convenience
- Packages can have features that add convenience in distribution,
handling, stacking, display, sale, opening, reclosing, use, dispensing,
and reuse.

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 OBJECTIVES OF PACKAGING

7. Portion Control
- Single serving packaging has a precise amount of contents to control
usage. • Commodities can be divided into packages that are a more
suitable size for individual households. Eg: Milk, Ice creams

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 Labelling
 is any written, electronic, or
graphic communications on the
packaging or on a separate but
associated label.
 Display of information about a
product on its container, packaging,
or the product itself.

Presentation title 16
 OBJECTIVES OF LABELLING

1.Brand Identification
- Labeling helps in the identification and principal place of
business of the person by or for whom the prepackaged product
was manufactured, processed, produced or packaged.
2. Description Labels
- provide the information regarding the food product.
- It describes the contents, nutritional values, cost, product
usage methods, shelf life etc.
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 OBJECTIVES OF LABELLING

3. Promotion
- Finally labels helps in promoting the product through
attractive and bright graphics replacing paper labels glued on
cans and bottles.

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 IMPORTANCE OF BRANDING,
PACKAGING & LABELLING
 it aids in capturing the attention of the audience.
 Marketers may utilize it to entice prospective customers to
buy the goods.
 utilized for convenience and the transfer of information.
Packages and labels provide information on using,
transporting, recycling, or disposing the package or
product.

Presentation title 19
 Thank you
for
listening;)
Prepared by:
Micah Jean B. Abay

References: Kristine Mae Tandog

https://www.slideshare.net/ANUJYADAV6880/packaging-labelling?fbclid=IwAR3hK9wtUoiRnya1JQI3azReK0h
GlqeBw-0kKcP6_ryCXP8IX4ZRZo__jeE

https://bpsglass.com/en/what-are-branding-packaging-and-labeling/?fbclid=IwAR3y4_tf7rkiwX7w-bknQQJtqx70