branding and packaging

Branding and Packaging

Prepared by :Jitender Thakur, Pradeep Sharma , Pakanaj Kumar ,Ashish Kumar

Amita Dhiman STUDENT OF MBA 1ST YEAR

Career Point University Hamirpur Session : 2013 to 2015

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Contents TITLE SLIDE

NUMBER

BRAND 2

COMPONENTS 3-9

REASONS FOR BRANDING 10

BRAND ELEMENT CHOICE CRITERIA

11-14

DEVISING A BRAND STRATEGY 15-17

PACKAGING 18

LEVEL OF PACKAGING 19-20

PACKAGING AS A TOOL 21-22

LABELING 23

WARRANTIES/GUARANTEES 24

THANK YOU 25

QUESTION 26

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A brand is a name , term , sign , symbol, design , or some combination of these elements, intend to identify the goods and services of one seller group of sellers and to differentiate them from those of competitors .

Brand

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Brand NAME

Logo

SymbolsPackage Designs

And So On

Components of a Brand

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Letter , word , number, that can be vocalized .

Brand name

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A symbol or other small design adopted by an organization to identify its product, uniform, vehicle etc

Logo

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Mark, sign, or word that signifies or is understood as representing an idea , object, or relationship

Symbol

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An object or group of object wrapped in paper or packed in box .

A plan or drawing produced to show the look and function or working .

Package and design

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And so on

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Reasons for branding

Consumer Sellers

CONSUMER Identity of product

Consistent Quality , Easier, Quicker to shop

SELLER Promotion Recognition Reduce price Comparison Differentiation

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Memorable- short brand name such as Lux , LG , and Taj etc are memorable brand name .

Meaningful- consider the inherent meaning in name such as Fair & Lovely fairness cream , and Close-Up toothpaste .

Brand element choice criteria

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Likable – concrete brand names such as Scorpio, Splendor and Royal Stag.

Transferable- although initially an online book seller , Amazon.com was smart enough not to call itself “Book ‘R’Us”. The Amazon is famous as the world’s biggest river and the name suggest the wide variety of goods that could be shipped , an important descriptor of the diverse range of product the company now sells.

.


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Adaptable –able to adjust to new condition . Life boy launched in the year 1895, with its brick red color and the cresylic perfume, underwent several change over the year . The biggest change took place in 2002 when the brand was re launched with new formulations , color, fragrance, and packaging to make the brand contemporary .


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Protectable – can be registered and legally protected


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Brand extension – when a firm uses an established brand to introduce a new product

Sub brand- when marketers combine a new brand with an existing brand. Such as Amul Masti Dahi , Maruti Swift automobile .and ICICI Prudential Life Insurance plan .

Line extension – the parent brand covers a new product with in a product category it currently serves , such as with new flavors , forms , colors, ingredients and package size . Such as lifebuoy and HUL .

For eg. Life buoy care , Lifebuoy Deofresh, Lifebuoy Nature etc

Devising a brand strategy

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Category extension – the parent brand to use to enter a different product category from the one it currently serves, such as maruti car diesel model and petrol model .

Brand line –consists of all products-original as well as line and category extension-sold under particular brand .

Brand mix –is the set of all brand lines that a particular seller makes available to buyes .


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Brand variants – which are specific brand lines supplied to specific retailers or distribution channels .

Licensed product – is one whose brand name has been licensed to other manufacturers that actually make the product .


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All the activities of designing and producing the container for a product .

Packaging

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Primary package :

Secondary package ( cardboard box ) :

Level of packaging

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Shipping package ( corrugated box)

Level of packaging

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Self services – an increasing number product are sold on a self services basis.

Consumer affluence – consumers are willing to pay a little more for convenience , appearance, dependability, and prestige of better packages .

Packaging as a tool

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Company and brand image – packages contribute to instant recognition of the company brand . Such as Garnier Fructis and their bright green packaging in the hair care aisle .

Innovation and opportunity – innovation of packaging can bring large benefit to consumers and profit to producers . Such as a company targeted at children and women use light color .

Packaging as a tool

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It maybe simple tag are including description . It might carry only the brand name or great deal of information .

Labeling

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Warranties- product under warranty can be returned to the manufactures or designated repair center for repair, replacement or refund .

Guarantees- reduce the buyer’s perceived risk

Warranties and Guarantees

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