Branding, Packaging, and

LabelingCh. 31

Branding

What is a Brand?Name, term, design, symbol, or combination

of these elements that identify a business, product, or service.

What does your Brand represent?Quality and Reliability…or…Fun and Excitement

Branding

Brand NameEasily pronounced, distinctive, and recognizable

Corvette, McNuggets, Sprite

Trade NameCorporate Name – Rarely Changed

Chevrolet, McDonalds, Coca-Cola

Branding

Brand MarkVisually recognizable symbol or design

Chevrolet Bowtie, McDonalds Arches

Trade CharacterBrand Mark with human form

Ronald McDonald

TrademarkLegal protection of Brand Mark, Trade Name, and/or Trade Character® = Registered Trademark / TM = Unregistered Trademark

Branding

Importance of Branding in Product PlanningBuild product recognition and customer loyalty

Ensure quality and consistency

Capitalize on brand exposure

Change company or product image

Branding

Types of BrandsNational or Producer

Consistent standards of quality, dependability, performance, and reliability

Private Distributor – Owned by Wholesalers or retailersLarge supermarket or retailer brands

Higher margins

Customer loyalty

Branding

Types of BrandsGeneric Brands

Do not carry a company identity

Not advertised

Consistently cheaper

Branding

Brand ExtensionRisk – Can dilute the brand

Brand LicensingAllows another company to use their brand - Contract

Mixed BrandMaking a product for another company under a different name

Co-BrandingCombining brands in the production of a product or the

delivery

Packaging

A Package represents the size, shape, and final appearance of a product at the time of saleAt least 10% of the retail price is from

packaging

Functions of Packaging?

Packaging

Selling the ProductMixed and Price bundling

Communicating Product IdentityDesign, color, words, and labels all speak to customers

Providing InformationDirections, guarantees, nutrition, care, and warnings

Packaging

Meeting Customer NeedsCustomer convenience, functionality, and family size

Protecting ConsumersPackaging material, access to contents

Protecting the ProductBalance between protection and customer

frustration

Packaging

Theft ReductionSize and/or electronic antitheft devices

Aseptic PackagingKeeps food fresh without refrigeration

Environmental Packaging – reusable and/or biodegradable

Cause Packaging – promote social & political causes