Embed Size (px)
Citation preview
Product Identification- Packaging & Labeling Brand
Name & Trademark
From-BADM Dept.
Any business mark, through which a product can be easily identified, called its brand.
Brand includes all those words, numbers or writings which can be pronounced and it also includes design of picture.
Brand is that part which can be presented in the form of symbols, letters, colors and designs and which can be identified.
Brand
American Marketing Association opines that, “A brand is a name, term, symbol or design or a combination of them which is intended to identified the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
Definition
BRAND NAME
Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.
EXAMPLES OF BRAND
Popular Brands OF CADBURY in INDIA
Chocolates
Snacks
Beverages
CANDy’s
GUMS
1. On the basis of Ownershipi) Manufacturer’s Brand ii) Mediator Brand
2. Based on Market Areai) Local Brand ii) Provincial Brandiii) Regional Brand iv) National Brand
3. On the basis of Number of Productsi) Individual Brand ii) Family Brand
4. On the basis of Usesi) Fighter Brand ii) Competitive Brand
Types of Brand
Simple & Short Recognizable Economy Brand Name Helpful in Advertising Different from other Brand Beauty & Pleasure Legal Protection Emotional Timely
Characteristics of good Brand
When a letter, name, symbol, mark, design, picture and their combination, is registered under law then it’s called Trademark.
For e.g. ‘Coconut’ tree of Dalda. Trademark is a legally registered brand,
which can be used only by that firm or person, who takes its legal right by getting it registered.
Trademark
According to American Marketing Association, “It is a brand which is given legal protection because under the law it has been appropriated exclusively by one seller.”
definition
Brand is registered under the law. A trademark can be adopted under law by
one firm, person or seller only. All trademarks are brands. Trademark differentiates a product from its
type. Practically there is no difference between
Trademark and Brand but from legal point of view they are different.
Characteristics of Trademark
Point of Difference Brand Trademark
1. Meaning When a product can be identified through the medium of trademark, word, name & design.
When a Letter, Name, sign, picture or design or a mix of all, is registered under law.
2. Nature All brands are not Trademark.
All trademarks are brands.
3. Objective Objective of a brand is to help the identification of product & provide it difference & specialty.
Trademark’s objective is to stop product’s duplication or copy.
4. Registration Brand Registration is not compulsory.
Trademark registration is compulsory.
Difference between Brand & Trademark
Point of Difference Brand Trademark
5. Legal Protection Even if a brand is copied by other competitors, no legal action can be taken against them.
Whereas legal action can be taken against the competitors who copy trademark
6. Creation Existence Brand can be created by any manufacturer.
Trademark’s existence is considered only after registration.
7. Used Brand can be used by different producers & sellers.
A trademark can be used only by that producer who has got it registered.
8. Identity Brand provides identity to a product.
Whereas trademark provides identity to business house.
Difference between Brand & Trademark
Packaging means to pack or cover a good, so that it can remain safe & can be easily taken from one place to another.
In other words, packaging refers to the use of container, which includes labelling & decoration, so that it remains safe, can be sold easily and is convenient for consumer’s use.
Packaging
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 for a product.”
Definition
PACKAGING OF DAIRY MILK FROM 1905-1999
PACKAGING OF CADBURY FROM 1905-1999
DIFFERENT TYPES OF PACKAGING IN CADBURY
An act of wrapping or covering a product. A group of ordinary actions for product
planning. It is related to the making of wrapper of
product & its design. An art & science. An extra ordinary Promotional Scheme. A medium of safe transportation of goods
to consumers. Automatically includes branding &
labelling because label is put on package & label mostly carries brand.
Characteristics of Packaging
Protection Attraction Action Interest Identification Desire Convenience Memorization Product Image Utilization & Transport Facility
Characteristics of good Packaging
Consumer Packaging Transit Packaging Product line Packaging Multiple Packaging Reuse Packaging
Types of Packaging
24
TYPES OF PACKAGING Primary packaging is the material that
first envelops the product and hold it. This usually is the smallest unit of distribution or use and is the package which is in direct contact with the contents.
25
TYPES OF PACKAGING Secondary packaging is outside the
packaging – perhaps used to group primary packages together
26
TYPES OF PACKAGING Tertiary packaging is used for bulk
handling, warehouse storage and transport shipping. The most common form is a palletized unit load that packs tightly into containers.
27
How brand image is related to packaging
Packaging design criteria are used to make effective packaging
1.Recognition Requirements -Branding -Colour -Shapes
28
How brand image is related to packaging
29
How brand image is related to packaging
30
How brand image is related to packaging
31
How brand image is related to packaging
2.Image communication Requirements 3.Technical requirements
32
THANK
YOU!
Labelling : The term labelling designates all labels and other written, printed or graphic matter up on or in any package or wrapper in which it is enclosed.
