BRANDING

AND PACKAGING

BRANDING: A Brand is a name, term, sign, symbol or design or a combination of those elements
used to identify a companys goods (or) services to consumers and to differentiate them from
products or services to consumers and to differentiate them from products or services of the
competitors. A brand is used by companies to gain maximum customer loyalty A Brands
distinctive capabilities are identified by consumers based on their perceptions that have
themselves been created by the marketers over a period of time. A brand may possesses about
six levels of meaning, Attributes, benefits, Values, Culture, personality and user. A brand value is
of immense importance for a firm. This is evident from the fact that most of the companies spend
a lot of time, money and energy in brand building there are three major types of brands
Manufacturers brand, resellers brand and generic brands. Traditionally firms sold their goods
and services without branding them. Competition increased. Firms started focusing on branding
their products brand equity is the combination of brand assets and liabilities associated with the
brand it enhances or depreciates the value of the brand attributed the by products (or) services
selection of brand name is crucial for the Success of a brand. There are several factors that have
to be considered before the brand name is selected.

o Brands convey six levels of meaning, attributes, benefits, values, culture, personality
and user.
o The word brand is derived from the Old Norse brand meaning to burn which refers to
the practice of producers burning their mark (or brand) on their products.
o During Industrial revolution the production of many household items such as soap was
moved from local communities to centralized factories where they were branded with a
logo or insignia extending the meaning of brand to all that of trademark.
o All of the brands elements i.e. (logo, color, shape, letters, images) work as a psychological
trigger (or) stimulus that causes an associan or to all other thoughts we have about a
brand
o Brands provide essential cues to taste, design, performance, quality value and prestige if
they are developed and managed properly
o Brands convey positive or negative messages about a product they also indicate the company
(or) services to the consumer, which is direct result of past advertising, promotion and
product reputation

What Should a Brand Do?

Branding is not only about getting your target market to select you over the competition
but about getting your prospects to see you as the sole provider of a solution to their
problem or need.
The objectives that a good brand will achieve include:
Clearly, delivers the message
Confirms your credibility
Emotionally connects your target prospects with your product and or service.
Motivates the buyer to buy
Creates User Loyalty

Branding and Understanding Your Customer

To succeed in branding, you must understand the needs and wants of your customers and
prospects.
It is achieved by integrating your brand strategies through your company at every point of
public contact. Think of branding as the expression of who you are as a company or
organization and what you offer. Sound difficult? Think of it like this if a brand could
speak it would say:

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 BRANDING AND PACKAGING

I am ________________.
I exist because ________________.
If you relate to who I am and why I exist you might like me, you can buy me, and
you can tell others about me.
As consumers begin to identify with you, your brand will live within the hearts and minds
of customers, clients, and prospects. It is the sum total of their experiences and
perceptions, some of which you can influence, and some that you cannot.

PACKAGING
Packaging is a technology of enclosing or protecting products for distribution, storage, sale and use
packaging also refers to the process of designing, evaluating and producing packages and
packaging can be described as a coordinated system and preparing goods for transport,
warehousing, logistics, sale and end-use, packaging contains protects, preserves, transports informs
and sells in many countries it fully integrates government, business, institutional industrial and
personal use. Package labeling is any written electronic graphic communication on package or on a
separate associated label.

Common uses of packaging:

Physical protection the object enclosed in the package may require protection from
among the other things

Mechanical shock vibration electrostatic discharge, compression temperature etc

Information Transmission: packages and labels communicate how to use
transport, recycle or dispose of package or product. with pharmaceuticals ,food ,medical
and chemical products some type of information are required by the governments some
packages and labels also are used for trace purposes.

Marketing: marketers to encourage potential buyers to purchase the product can use
the packaging and labels. Package graphic design and physical design have been
important and constantly evolving phenomenon for several decades marketing
communication and graphic design are applied to the surface of package and in many
cases the point of sale display examples of which are shown here.

Convenience: packages can have features that add convenience in distribution,
handling, stacking, display, sale, opening, reclosing, use dispensing, reuse, recycling and
ease of dispose.

Barrier to protection: a barrier from oxygen, watervapour, dust, etc is often
required perm anon is critical factor design; some packages contain discounts or oxygen
absorbance to help extend shelf life. Modified atmospheres are controlled atmospheres
are also maintained in some food packages. Keeping the contents clean and fresh, sterile
and safe for intended shelf life is primary function.

Security: packaging can play an important role in reducing the security risks of
shipment, packages can be made with improved tamper resistance to deter tampering
and also can also have tamper evident features to help indicate tampering packages can
be engineered to help reduce the risk of package pilferage.