• Like
Branding & packaging chapter 31
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Branding & packaging chapter 31

  • 375 views
Published

 

Published in Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
375
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
14
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Branding & Packaging Sales & Promotion 1 Chapter 31
  • 2. Importance of Branding Branding projects an image to its customers and the marketplace.
  • 3. Brand Name Can be a word, group of words, letters or numbers that represent a product or service. (Should be easily recognizable.) Example: Pepsi, Pop-Tarts, Big Mac
  • 4. Trade Name Identifies and promotes a company It is the legal name the company uses to do business. Example: Nike, Dell, Proctor & Gamble
  • 5. Search ResultsBrand Mark A brand that incorporates a unique symbol, coloring, lettering, or other design elements. (Recognized visually.) Example: US Postal service’s (eagle) Apple Computer’s (apple) Nike’s (swoosh)
  • 6. Trade Character Takes on human form or a character. Example: Jolly Green Giant Pillsbury Doughboy Keebler Elves
  • 7. Functions of Packaging (Seepage 662) Promotes product Provides information, features & benefits Protects the product
  • 8. Mixed Bundling The practice of packaging complimentary products and services together. *Shampoo & Conditioner *T’Shirt/Hat (Gander Mountain)
  • 9. Environmental Packaging Reusable/recyclable Americans support less wasteful packaging
  • 10. Cause Packaging Using packaging to promote social and political causes. Example: Ben & Jerry’s: Save the Rain Forests
  • 11. Price Bundling Occurs when two or more similar products are placed on sale for one package price. Bath & Body (Package many items together—soaps, body wash, etc…)
  • 12. Blisterpacks Tamper-resistant packages that are preformed plastic molds surrounding individual items arranged on a backing. (Drugs, food, cosmetics, etc…) See page 665. (New Grapemelon gum)