Meaning, elements, strategies & more...

1. BRANDING &
PACKAGING
MANAGEMENT
M.Com
By:-
Dhananjay Singh

2. CONTENTS
 Definition of Branding
 Meaning of Branding
 Elements of Branding
 Branding Strategies
 Packaging
 Purpose of Packaging
 Functions of Packaging
 Types of Packaging
 Advantages of Packaging

3. DEFINITION OF BRANDING
 According to Philip Kotler - “Brand is a name,
term, sign, symbol, design, or a combination of
them, intended to identify the goods or services of
one seller or group of sellers and to differentiate
them from those of competitors”
 Branding is “a seller’s promise to deliver a specific
set of features, benefits and services consistent to
the buyers.”

4. MEANING OF BRANDING
 Branding is a process of creating a unique name and
image for a product in the mind of consumer, mainly
through advertising campaigns. A brand is a name,
term, symbol, design or combination of these
elements, used to identify a product, a family of
products, or all products of an organisation.
 Branding is an important component of product
planning process and an important and powerful tool
for marketing and selling products.

5. ELEMENTS OF BRANDING
 Brand Name - It is also called Product Brand. It can
be a word, a group of words, letters, or numbers to
represent a product or service. For example - Pepsi,
iPhone 7, and etc.
 Trade Name - It is also called Corporate Brand. It
identifies and promotes a company or a division of a
particular corporation. For example - Dell, Nike,
Google, and etc.
 Brand Mark - It is a unique symbol, colouring,
lettering, or other design element. It is visually
recognisable, not necessary to be pronounced. For
example - Apple's apple, or Coca-
cola's cursive typeface.

6. CONTINUE..
 Trade Mark - It is a word, name, symbol, or
combination of these elements. Trade mark is
legally protected by government. For example -
McDonald's golden arches. No other organisation
can use these symbols.
 Trade Characters - Animal, people, animated
characters, objects, and the like that are used to
advertise a product or service, that come to be
associated with that product or service. For
example - Vodafone has used Zoozoo

7. BRANDING STRATEGIES
 Brand Extension - An existing brand name is used to
promote a new or an improved product in an
organisation's product line. Marketing organisations
uses this strategy to minimise the cost of launching a
new product and the risk of failure of new product.
 Brand Licensing - Some organisations allow other
organisations to use their brand name, trade name, or
trade character. Such authorisation is a legal licensing
agreement for which the licensing organisation
receives royalty in return for the authorisation.

8. CONTINUE..
 Mixed Branding - A manufacturer of a national
brand can make a product for sale under another
company's brand. It can increase its profits by
selling private brands without affecting the
reputation and sales of its national brand.
 Co-Branding - According to this strategy one or
more brands are combined in the manufacture of a
product or in the delivery of a service to capitalise
on other companies' products and services to reach
new customers and increase sales for both
companies' brands.

9. ADVANTAGES OF BRANDING
Easy to Advertise
Easy to Identify the
Products
Creation of Separate Market
Easy to expand the Product
Mix
Impact market value

10. PACKAGING
 Packaging has been defined as “ an activity
which is concerned with protection,
economy, convenience and promotional
consideration.”
 According to William J Stanton, “Packaging
may be defined as the general group of
activities in product planning which involves
designing and producing the container or
wrapper of product.”

11. PURPOSE OF PACKAGING
Product Protection.
Product Attractiveness.
 Product Identification.
Product Convenience.
Effective Sales Tools.
 Segmentation.

12. FUNCTIONS OF PACKAGING
 It makes product identification & differentiation
both easy & effective.
 Package features communicates product massage
& motivate consumer to buy.
 A change in product package design & message
considerably facilitates implementation of
product/brand repositioning strategy of a company.
 It promotes the product at the point of purchase
and usually helps in the purchase decision
process.
 Purchase and Marketing

13. TYPES OF PACKAGING
Consumer Packaging.
Family Package.
Re-use Package.
Multiple Packages.
Transit Packaging.

14. ADVANTAGES OF PACKAGING
Advantages to Manufacturers.
 To keep the product safe.
 To minimize the possibilities of adulteration.
 To facilitates storages.
 To help in advertising and sales promotion.
 To facilitates distribution.
 To increase the Demand.
 To increase the profits.

15. CONTINUE..
Advantages to Middlemen
• Helpful in storage.
• Helpful in Handing.
• Helpful in presenting the products
before the consumers.
• Helpful in presenting the products
before the consumers.
• Helpful in increase sales and profits.

16. CONTINUE..
 Advantages to Consumers
 Minimum possibility of adulteration.
 Helpful in providing necessary
information about product.
 Information about the producer
 Instruction for the use of product.
 Easy in Handling

17. THANK YOU