Branding, Packaging, and Labeling Ch. 31. Branding What is a Brand? Name, term, design, symbol, or...
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Transcript of Branding, Packaging, and Labeling Ch. 31. Branding What is a Brand? Name, term, design, symbol, or...
![Page 1: Branding, Packaging, and Labeling Ch. 31. Branding What is a Brand? Name, term, design, symbol, or combination of these elements that identify a business,](https://reader031.fdocuments.net/reader031/viewer/2022032106/56649dbe5503460f94ab1ce8/html5/thumbnails/1.jpg)
Branding, Packaging, and
LabelingCh. 31
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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
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Branding
Brand NameEasily pronounced, distinctive, and recognizable
Corvette, McNuggets, Sprite
Trade NameCorporate Name – Rarely Changed
Chevrolet, McDonalds, Coca-Cola
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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
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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
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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
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Branding
Types of BrandsGeneric Brands
Do not carry a company identity
Not advertised
Consistently cheaper
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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
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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?
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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
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Packaging
Meeting Customer NeedsCustomer convenience, functionality, and family size
Protecting ConsumersPackaging material, access to contents
Protecting the ProductBalance between protection and customer
frustration
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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