This presentation is for Marketing management BBA. Based on Branding Decision, Packaging and labelling, I hope it'll be helpful for management students.

1. PRESENTED BY:
KAJAL AGGARWAL
YASH AGGARWAL
PRIYAL NAITHANI
TUSHAR GARG
BRANDING
DECISION,
PACKAGING AND
LABELING

2. Content
Branding Decisions
• WHAT IS BRAND?
• BRAND EQUITY
• BRANDING CHALLANGES
PACKAGING
• LEVELS OF PACKAGING
• FUNCTIONS OF PACKAGING
• IMPORTANCE OF PACKAGING
• ENVIRONMENTALLY FRIENDLY PACKAGING
Labelling
• Important functions of labelling
• Importance of labelling
• Types of labelling

3. Branding
Decisions
In simple language
Branding consists of a
set of complex branding
decisions.
Major brand strategy de
cisions involve brand pos
itioning, brand name
selection, brand sponsor
rship and brand
development.

4. WHAT IS
BRAND?
A brand identifies the seller or maker. Whether
it is a name, trade- mark, logo, or another
symbol, a brand is essentially a seller’s promise
to deliver a specific set of features, benefits,
and services consistently to the buyers. But a
brand is more complex symbol.
Attributes
Benefits
Values
Culture
Personality
User

5. Brand equity
Brand equity describes the level
of sway a brand name has in the
minds of consumers, and the
value of having a brand that is
identifiable and well thought of.
Organizations establish brand
equity by creating positive
experiences that entice
consumers to continue
purchasing from them over
competitors who make similar
products.

6. Brand equity
Customer will change brands, especially for price
reasons. No brand loyalty.
Customer is satisfied. No reason to change the
brand.
Customer is satisfied and would incur costs by
changing brand.
Customer values the brand and sees it as a friend.
Customer is devoted to the brand.

7. Branding challenges
Branding poses several challenges to the marketer. The first is whether or not to brand, the
second is how to handle brand sponsorship, the third is choosing a brand name, the fourth is
deciding on brand strategy, and the fifth is whether to reposition a brand later on.

8. BRANDING
CHALLANGES
BRAND OR NOT TO BRAND
BRAND- SPONSOR
DECISION
BRAND NAME DECISION
BRAND STRATEGY
LINE EXTENSION
BRAND EXTENSION
MULTIBRANDS
NEW BRANDS
CO-BRANDS
Brand Repositioning

9. BRAND OR
NOT TO
BRAND
The first decision is whether the company should develop a
brand name for its product. Branding is such a strong force today
that hardly anything goes unbranded, Including salt, oranges and
a growing number of fresh food products such as chicken, fishes
etc. In some cases, there has been a return to “no branding” of
certain staple consumer goods and pharmaceuticals. Generics
are unbranded, plainly packaged, less expensive versions of
common products such as spaghetti or paper towels.

10. BRAND
SPONSOR
DECISION
A manufacturer has several options with respect to
brand sponsorship
1. Manufacturer’s brand- GE, Intel, HP, P&G, Dell,
Epson, Apple, Coca Cola, McDonalds
2. Distributor brand- Kenmore is a Sears brand; Jane
Parker, an A&P brand
3. LICENSED BRAND- Nestle and Starbucks entered into
a $7.15 billion coffee licensing deal. Nestle
(the licensee) agreed to pay $7.15 billion in cash to
Starbucks (the licensor) for exclusive rights to sell
Starbucks' products (single-serve coffee, teas, bagged
beans, etc.)
4. PRIVATE BRAND-Tesco sell ordinary branded items,
such as Heinz baked beans, but also sell their own
'Tesco Value' baked beans.

11. BRAND NAME
DECISION
Manufacturers and service companies who brand their
products must choose which brand names to use. Four
strategies are available
1. Individual names
2. Blanket family names
3. Separate family names for all products
4. Company trade name with individual product
Company trade name with individual product names
Once a company decides on its brand-name strategy, it
must choose a specific brand name. The company could
choose the name of a person, location, quality, lifestyle
or an artificial name.

12. BRAND
STRATEGY
A company has five choices when it comes to brand strategy. The company can
introduce line extensions, brand extensions, multi-brands, new brands, and co-
brands.
1. Line extensions : Line extensions introduce additional items in the same
product category under the same brand name, such as new flavours, forms,
colours, added ingredients, and package sizes.
2. Brand extension: A company may use its existing brand name to launch new
products in other categories. Brand-extension strategy offers many of the same
advantages as line extensions—but it also involves risks.
3. Multi-brands: A company will often introduce additional brands in the same
product category. Sometimes the firm is trying to establish different features or
appeal to different buying motives.
4. New- brands: New brands are needed when the power of existing brand
names is waning. Also, a new brand name is appropriate when the company
enters a new product category for which none of its current brand names are
appropriate.
5. Co- brands: Co-branding is a marketing strategy that utilizes multiple brand
names on a good or service as part of a strategic alliance.

13. Brand repositioning
However well a brand is currently positioned, the company may have to reposition it later when
facing new competitors or changing customer preferences.

14. PACKAGING
Packaging refers to the act of designing and
producing the container or wrapper of a product.
Essential for offering goods in safe, secured
position.
Focused on sale to ultimate customer.
Helps to identify the product.
Promotional tool helps in increasing sales.

15. LEVELS OF PACKAGING
1. PRIMARY PACKAGING
•Refers to the product’s immediate
container.
•Protect the product and display
the information.
1
2. SECONDARY PACKAGING
•Additional layer of protection
•Group primary packages together.
2
3. TRANSIT PACKAGING
•Further packaging components
necessary for storage,
identification, transportation.
•Allows easier handling during
transfer between factory,
distribution centers.
3

16. FUNCTIONS OF
PACKAGING
Product identification:
Helps the customers to identify the product and instruct them how to
use it correctly.
Product protection:
Protect product against physical and chemical damage.
Facilitating use of the product:
Package design should provide convenience while handling and using
the product.
 Product promotion:
Color scheme, photograph or typeface are used to attract attention
of the customers.
Portion control:
Commodities can be divided into packages that are a more suitable
size for individual households.
Prevent from adulteration:
Prevent adding of unnecessary contents into product.

17. IMPORTANCE OF
PACKAGING
•Rising standards of health and sanitation:
Purchasing packed goods as the chances of adulteration are
minimized.
•Innovational opportunities:
New innovations have come in respect of packaging. As a
result, the scope for the marketing has increased.
•Product differentiation:
The color, size, material etc. of package makes real difference
in the perception of customers about the quality of the
product.

18. ENVIRONMENTALLY FRIENDLY PACKAGING
•Reusable packaging:
Can be cleaned and re-used.
•Recyclable packaging:
Made of materials that can be used again,
usually after processing.
•Biodegradable packaging:
Easily break down into soil or atmosphere

19. Labelling
Labels may range from simple tags attached to
products to complex graphics that are part of
the package. They perform several functions.
At the very least, the label identifies the
product or brand, such as the name 'Sunkist'
stamped on oranges. The label might also
grade the product or describe several things
about the product - who made it, where it was
made, when it was made, its contents, how it
is to be used and how to use it safely.

20. Important functions of labelling:
Describe the
Product and
its Contents
Identification of
the Product or
Brand
Grading of
Product
Help in Promotion
of Products
Providing
information
required by Law

21. Types of labelling
Brand label Descriptive label Grade label

22. Importance of
labelling
• Labelling is significant as it
fetches customers’ attention
to purchase the product
because of visual appeal.
• It promotes the sale of the
product as it can make or
break the sale of a product

23. THANK YOU