Branding packaging and labeling

Meaning of Branding
 Branding is the practice of giving a specified
name to a product or group of product of one
seller.
 Branding is the process of finding and fixing the
means of identification.
 In other word, naming product, like a naming a
baby, is known as branding. Parents have
children and manufacturers also are eager to
know the character and the capacity of their
products on their birth, but not on their names.
Thus branding is management process by which
product is named; i.e branded.

Definition
According to the American Marketing Association,
“ A brand is name, term, sign, symbol, or a
combination of them, intended to identify the
goods and services of one seller or group of
sellers and to differentiate them from those of
competition.”
According to William J Stanton,
“ All trade marks are brands and thus include the
word, letter or numbers which may be
pronounced; they may also include pictorial
designs.”

Threes of Cs of Branding
 Clarity- Strong bands are clear about what they are
& what they are not. They understand their unique
promise of value. And this promise of value sets them
apart from their competitors. It differentiate them
and allow them to attract and build loyalty among a
desirable set of consumers.
 Consistency – In addition to being clear about
who they are, strong brands are also consistent.
They are always what they say they are.
 Constancy- It is not enough to be clear and
consistent if you are not always visible to your
target audience. Strong brands are constant;
they are always there for their customers and
prospects.

A Brand can convey up to six Level of Meaning

 Attributes – Mercedes brings to mind expensive, well built, well
engineered, durable, high prestige automobiles.
 Benefits – The attributes “durable” could translate into the
functional benefits and the attributes “expensive” translates into
the emotional benefits.
 Values- Mercedes stands for high performance, safety and
prestige.
 Culture – Mercedes represents German Culture:; organized,
efficient and high quality.
 Personality – Mercedes may suggest a no nonsense boss
(person), a reigning lion (animal) or an austere palace (object).
 User – Suggest the kind of consumer who buys or uses the
product. A top executive behind the wheel of a Mercedes and not
a young secretary.

Purpose of Branding

 Brand is Massive asset.
 Brand is Promotional Tool.
 Brand is Weapon to Protect
Market.
 Brand is Antidote for Middle
Man Survival.
 Brand is a Means of
Identification for Customers.

Significance/Advantage of Branding
 Advantage to Producers.
1) Easy to Advertise.
2) Easy to Identify the Products.
3) Creation of Separate Market.
4) To gate More Price.
5) Easy to expand the Product Mix.
6) Personal Contacts with Consumers

Advantages to Middleman

 Easy to understand needs and wants of
consumers.
 Less Risk.
 No need of Advertisement and sales
promotion.
 Increase in sales.
 Increase in Profits.

Advantages to Consumers
 Easy to recognize.
 Availability of quality product.
 Minimum fluctuation in price.
 Improved Packing.
 Mental Satisfaction.

Branding Decisions

 Individual Names.

 Blanket Family Name.

 Separate family name for all Product.

 Corporate name combined with
individual product name.

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.”

Reasons for the Growth of Packaging
 Self Service. The package must perform many of the
sales tasks; attract attention, describe the product features, create
consumer confidence, and make favorable overall impression.

 Consumer Affluence.
Rising consumer affluence means consumers are willing
to pay a little more for the convenience, appearance,
dependability, and prestige of better package.
 Company and Brand Image. Package
contribute to instant recognition of the company or
brand.
 Innovation Opportunity.

Purpose of Packaging
 Product Protection.
 Product Attractiveness.
 Product Identification.
 Product Convenience.
 Effective Sales Tools.
 Channel Co operation.
 Segmentation.

Functions of Packaging
 Utilitarian Function.
 Profit Function.
 Communication Function.
I. It makes product identification & differentiation both easy &
effective.
II. Package features communicates product massage & motivate
consumer to buy.
III. A change in product package design & massage considerably
facilitates implementation of product/brand repositioning
strategy of a company.
IV. Package repeats the selling massage.
V. It promotes the product at the point of purchase and usually
helps in the purchase decision process.
 Purchase and Marketing

Types of Packaging
 Consumer Packaging.
 Family Package.
 Re-use Package.
 Multiple Packages.
 Transit Packaging.

NEW TRENDS IN PACKAGING

 Plastic a new Trends in Packaging.
• Squeeze Bottles.
• Tubes.
• Sheet Formed Containers.
I. Skin Packaging.
II. Blister Packaging.
III. Semi Rigid Packaging.
• Sachets.

Advantages of Packaging.
 Advantages to Manufacturers.
I. To keep the product safe.
II. To minimize the possibilities of
adulteration.
III. To facilitates storages.
IV. To help in advertising and sales promotion.
V. To facilitates distribution.
VI. To increase the Demand.
VII. To increase the profits.

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.

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.

Labeling
 “Label is a part of product, which carries verbal
information about the product or seller. It may be a
small slip or printed statement .”
 It may be a part a package or it may be attached to
the product. It convey verbal information about the
product and seller.
 According to William J Stanton,
“ The label is the part of the product which carries
verbal information about the product or the seller
(manufacturer or middlemen). A label may be part
of the package or it may be a tag attached directly
to the product.”

Functions of Labeling

 It enables the producer to give a clear
instruction about the users of product.
 Price variation caused by middlemen's are
avoided because of price is maintained and
printed.
 Manufacturer buyer relation is established.
 It encourages producer to make only standard
products.
 Buyers can easily identify the products.

Classification of Labels

 Brand Labels.

 Grade Labels.

 Descriptive Illustrative Label.

Purpose/Role of Labeling in Packaging

 To bring Home the Product Features.
 To facilitates the Exchange Process.
 To encourage the self service.
 Product related services.
I. Product Support services.
II. Product Credit Services.
III. Product Guarantee and Warrantees

Branding packaging and labeling

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Branding packaging and labeling