Branding and packaging

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Branding and packaging

  1. 1. BRANDSBrands just don’t exist….they are an integralpart of our lives!
  2. 2. Defined as the name, logo, or otheroutward symbols that distinguish a productor service from others in its categoryThe brand is not the product but it gives theproduct meaning
  3. 3. BRANDA Premium Quality Pure & Gentle Soap… …to give a Soft Skin
  4. 4. The functions of the brand for the consumerFunction Consumer benefitIdentification To be clearly seen, to make sense of the offer to quickly identify the sought-after productsPracticality To allow savings of time and energy through identical repurchasing and loyaltyGuarantee To be sure of finding the same quality no matter where or when you buy the product or serviceOptimisation To be sure of buying the best product in its category, the best performer for a particular purposeCharacterization To have confirmation of your self-image or the image that you present to othersContinuity through familiarity and intimacy with the brand that you have been consuming for years
  5. 5. -How many brands do you need ?-How do you manage brands over time ?-How do you keep brands up to date as technology, products and customerschange ?-How do you manage coherently and benefit from the synergy of a range ofproducts sold under a single brand ?-How far can a brand be extended geographically?Does it have the potential to become a homogeneous global brand in all countries ?-Several companies have the same name as their brand (e.g. Nestle) so what is thedifference between managing a brand image, a corporate image and an institutionalimage ?-Finally, given that brands have a value, how can this be measured so as to surveyand control it ?
  6. 6. Branding: Key Terms Brand  An identifying name, term, design, or symbol  One item, family of items, or all items of a seller 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®, Hewlett-Packard® Trade Name  Full legal name of an organization  American Telephone and Telegraph Corporation (AT&T)
  7. 7. Branding Value of Branding for Consumers  Helps speed consumer purchases by identifying specific preferred products  Provides a form of self-expression and status  Evaluates product quality to reduce the risk of purchase Value of Branding for Marketers  Identifies and differentiates a firm’s products from competing products  Helps in the introduction of new products  Facilitates the promotion of all same-brand products  Fosters the development of brand loyalty  Can create valuable intangible assets
  8. 8. BrandingBrand Loyalty A customer’s favorable attitude toward a specific brandBrand Recognition A customer’s awareness that a brand exists and is an alternative purchaseBrand Preference The degree of brand loyalty in which a customer prefers one brand over competitive offeringsBrand Insistence The degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute
  9. 9. Selecting a Brand NameThe name should be easy to say, spell, and recall. indicate the product’s major benefits. suggest the product’s major uses and special characteristics. be distinctive, setting it apart from competing brands. be compatible with all products in line. be designed for use and recognition in all types of media.
  10. 10. PackagingPackaging Involves the development of a container and a graphic design for a productPackaging Functions Protect the product from damage Offer convenience to consumers Prevent waste and make storage easier Promote the product by communicating its features, uses, benefits, and image
  11. 11. Major Packaging ConsiderationsCost of Packaging Limited consumer willingness to pay for better packagingTamper-Resistant Packaging Government regulations and consumer safety concernsFamily Packaging Similar packaging for all of a firm’s products or packaging that has one common design element
  12. 12. Major Packaging ConsiderationsPromotional Role (Informing the Consumer) Verbal and nonverbal symbols Size, shape, texture, color, and graphicsReseller Needs Transportation, storage, and handlingEnvironmentally Responsible Biodegradable and recyclable
  13. 13. Packaging and Marketing StrategyAltering the Package To update style and to meet increased competition To highlight new features To take advantage of new packaging materials To make the product safer or easier to use To reduce packaging costsSecondary-Use Packaging Reusable packaging adds customer valueCategory-Consistent Packaging Packaging reflects customer expectations for the expected appearance of products in a category
  14. 14. Packaging and Marketing StrategyInnovative Packaging Unique features or ways of packaging that make a product more distinct from its competitorsMultiple Packaging Bundling multiple units of a product together to encourage usage and to increase demandHandling-Improved Packaging Packaging that has been changed to facilitate product handling in the distribution channel
  15. 15. Claims of Product Life CyclesProducts have a limited lifeProduct sales pass through distinct stages each with different challenges and opportunitiesProfits rise and fall at different stagesProducts require different strategies in each life cycle stage
  16. 16. Sales and Product Life Cycle
  17. 17. Style, Fashion, and Fad Life Cycles
  18. 18. Strategies for Sustaining Rapid Market GrowthImprove product quality, add new features, and improve stylingAdd new modelsEnter new market segmentsIncrease distribution coverageShift from product-awareness advertising to product-preference advertisingLower prices to attract the next layer of price- sensitive buyers
  19. 19. Marketing Program Modifications Prices Distribution Advertising Sales promotion Services
  20. 20. Ways to Increase Sales VolumeConvert nonusersEnter new market segmentsAttract competitors’ customersHave consumers use the product on more occasionsHave consumers use more of the product on each occasionHave consumers use the product in new ways

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