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W I L E Y

I N T E R N A T I O N A LE N C Y C L O P E D I A

O F M A R K E T I N G

VOLUME 4ADVERTISING AND

INTEGRATED

COMMUNICA TIONEdit ed by

Mic hael A . Belc h andG eorge E. Belch

San D iego S t ate Un iversity

@1WILEYA John Wil ey a nd Sons, Ltd ., Publi cati o n

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p a ck aging a n d brand desi gn

B ( )M~J I . J . Calder and Sterol D uP " is

Packagin g p lays a vi ral rol e in th e a dvancem ento f branci s. Th e packag e has e volve d from b ein g away of safCl) tr an sporting pr odu c ts to b ecomin gon e of the m ost impor tant m arketin g to ol s forbrand s. Even the e arl) G reeks mar ked th eirbottle s with uniqu e sy mb ols to di stin gui sh th eirm aker . M od ern d ay brandin g, as we kn o w it ,beg an in th e c arl) nin eteenth ce ntury \\ ith t heiconi c pa ckag in g o f C am pbell' s, Kello gg, andQuak e r. H en ry Par son s C rom w el l deve lop edth e Qu aker bran d m ark , becoming o ne of thefirst to crea te ;j co hesi ve m arketin g pro gr am .T he packag in g, ad vcr t is in g, and p romotionalclem ent s we re a ll co nsis tently int eg ra ted an dim pl emented.

D esp ite th is h ist or y, in th e re ce nt pa st ,m arket er s te nded to und ere stim ate th e impor -ta nce of pa ckaging. It was cons idered o ne of t he4-P s and mu ch less import ant th an o th er areaso f mar ket ing : p romotion , pri cing, p rod u ct , anddi str ibution ( place). Packa ging was e ither at t heend o f th e lisr o f P's or a sm all part of the pr odu ctP . To da y, however, t he imp ortan ce of packagi ngis e\ c rrnorc r ecognized. It se rves a s the onlyform o f commun icat ion that i s se en by 100 0of the brand 's c us to me rs. In r od ay's fra gm entedm edia environm ent, packa gin g is a criti cal

form o f mark etin g that u ses s trateg ic d es ignto id entif y, in form , di ffer entiate, per su ad e,an d deli gh t consumers t o p ur cha se . T hi s hases tablished an indu st ry te rm , br and des ign, [ 0describe thi s valuable mar keting f un ction.

Wu v r IS BR' ND DE SIU'"

Bran din g is an e ffo rt to mak e pr od u ct s mor em eanin gful to consum ers. T o do thi s on e ha s

to go beyond th e pr odu ct. One mu st tr an scendwhate ver the prod uct is as a phys ica l or obj ec ti veentity. O ne mu st c re a te a nd co n n ) th e m ea nin gof the p rodu ct s o th at t he c onsum er's id ea oft he produ ct is t he id ea th at o ne wa nt s the mto beli eve. Th i s is a pro cess. It begin s \\ ith anint ernal description of th e m eanin g of a br and

tha t i s then tr an sform ed in to som et h ing t an giblethat co nsum ers percei ve . If th ey perc eive whatth e m ark eter int en d s, th e result is a br anddesign. Th e result is ;1 des ign in th e se nse th atit fulfill s it s in tend ed purp ose.

Th e m eanin g can, o f co urse, be e xpresse d inman ) \\ ays. It can h e ex presse d verbally thro u gh\\ ord s, nam es, and descrip ti ve lan gua ge. O r it canbe e xpressed visually thro u g h pi ctur es , S} m bol s,co lors, an d shape/ fo r m. Th e goa l o f'bra nd d es ignis to usc th ese ve rbalan d vi sual d evic es to con veyth e m ea nin g o f th e brand . In turn , co nsumers

\\ i ll pc rcciv c th ese as c ues collcc t iv e1) and uscth em to m ake in ferences abo ut th e br and .

T ake a brand like U PS fo r example . Atpr esent , th e ce n t ral bra nd id ea lor t hi s pa ckagedelive ry produ ct is o ne of s irnp licit y , fun ct ion -alit y, an d ba s ic reliabil ity. Th e U PS br and isso meth ing th at o ne docs not have to wo rry abo ut .It is like a ba s ic se rvice: tu m th e S \\ itc h , th e light scom e o n . Scnd it U PS, th e packag e arrive s. T hebr and d esi gn aim s to convey thi s bra nd id ea in aW :l ) t hat th e consum er pcrcciv cs it. T he desig n is

based o n th e verbal and \ isual c ues su rr o und ingth e produ c t".

Br and design is diff erent from th e m arketin gco mmuni cation s task of tellin g th e co ns ume rabout th e bran d with adv cr t isi ug m essages. Th ebr and d esign a im s to lei th e c onsume r p ercei veth e idea . Per cepti on is fas t and catego rica l. Itproceed s and influ en ces c o nsci o us thin kin g. Th epe rce pt ion i s mor e em ot ional than rati onal.

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148 p acka gin g a nd br and d esign

In th e UPS bra nd de sign, th e p rimar y color isb rown . What doc s the cons ume r pe rceive ? Bas ic,down -to-eart h, grounded . J ust th e pe rcep tion sinte nded by the b rand idea. 'T he design issuccessful.

T he dc scripr iv e lan g uage fea ture s a slogan," \ \ ' h.ll can brown d o for ~ ou ? " Th e word s are

cues. A gain the p er ception s arc routin e, ba sic,and simp le.

\ ' i s u a l l ~th e bra nd des ign use s a sy m bo l inthe shape of a brown shield

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150 p a ck a gi n g a n d br an d desi gn

is rampant . \\"i th o ut goo d bran d d es ign to in jec tlife in to th e brand . thi s ca n b e , e r~ d iffic ult.

F rom \ pp le i P ho ne to \ \ a l- I l an , br andd esign ... ...e n c as a h oldi ng dcv icc for o urth ou ght s a nd feelings a bo u t th in gs i n o ur fiv es .T he ~ te ll u s ...w ries th at s peak to o u r ne ed s an dwant s . T h eir me m orab le mn emonics tri ggerc urnulat iv e m emories a nd exp erien ces. \ \ c loo kto th em for inspiration, g uida nce, vtability, an dcvci tcrncm . Each on e co me s \\ ith a p romise an dan cv pcctcd b rand ex perience .

Recently , we have see n a shift to few erm arketin g d ollars bein g s pent o n t ra di t ionaladv cn i ... in g, l a rg e l ~ d ue to th e c hange inm ark et co n di t io ns. m edi a f rag mentat ion, an dan ovc rcurnmunicatcd soc iety . .'\ \ a re sult,m ark et er s pla ce in cr ea sing im p ortan ce o n th ein - stor e e xperience . \ recent s tudy b ~ Dcl oitteC on sult ing fo und that ] OOn of pu r c ha sin g dcci...ion ... arc ma d e in - stor e an d 68"0 o f pu rcha sesar c impul ...c bu ys . Th i s " as im p ortant enou ghto have th e form er CEO Alan I . a f le ~ o f P&Gcoi n th e t er m / i rS! 1I10 11I t'/I! ( ~ (! r u ! h( the momen twhen cons um e rs pick up a pa ckage]. l ie bui lta s uccess f ul c or porate s t r a t e g ~ arou nd thi sconsumer in s ig hl , c alle d shopper //l arkl'!iu g. Thi sis not lim ited to just in - store me r c handi zing .Br an d de s ign m ust p l a ~a \ e r ~ s ig n ifica nt role .

Retail C 11\ ironmcnt s and th e prod ucts a ndbran ds that fill th eir shelves a rc seen b) mi llion s

of cons u mers eac h d ol) . So m e bra nds "

in b igin t he se s ell ings whi le ot he r s lie un noticed a ndne gle cted. Thi ... is th e battlef ield , th e th eat er forbrand ... to t hrive or di e.

In 1970, th e re were around 10000 produ ct so n ,I g r o c er ~ s tore s h elf. T od n~ . th er e ar c 0 \ cr-l6000 . l lowc vc r , 50 0 o f th e produ ct ... ar c 110te ven ...cc n b ) th e a\er>lge co nsumer a nd th u s wearc faced \\ i th an in cr ca ...cd n eed fo r a tt e ntion a ndimpa ct . \ \ ith .11 thin gs e qual, an d \\ irh ...0 m a n~co mpetitive c hoice s, an e ffective brand d esignca n be th e t ie br e aker in th e pu rch avc d cci ...ion

p roc e ...... . Within th e retail e l1\iron ment , it i s a lsoth e o n l ~ pl .lce \\ h ere b r an d ~ " i ll b e see n " itha ll th e ir co m pe t it io n. So a b ran d de ...ign ... efTect i \enes s i... cri lical. Brand ... an d th ei r p ad age ...m uSI persua de , ed ul. tt e , a nd e ntertain in " , I) '"I hal deli gh t and ent i ce c u ~ t om e r s. .\ LIr l c t e r sa ndd es i~ r nc rs need to \ ie\\ this area a s an o pportun it ) 10 co nl i n ua ll) pr e...e nt their bra nds in n c\\an d fre ...h \\>1)"0 .

Uh i ma rcly , bra nd de sign s pea ks 10 th es t ra teg ic c re atio n of t he cu st o me r cv pcri c nc c .Ea c h cu s tomer touc h po in t or co n tac t i s c riti ca lto th e ov eral l acceptance of th e brand idea .Ea c h to uch po int that a co ns u me r i s cv p oscd to

def ines an d es tab lis hes hi s o r he r imprc s ...ion ofa brand. \ \ i t h in th ese tou ch points, co nsumers" i ll judg e an d ass ess \\ h crhcr th e) fe el th atth e c vpc r ic nc c i s a uthentic a nd w or th y o f th ei rinvolveme nt . Fo r m a n ~brand s, br an d d esign i"rho ' \ 0 .1 tou ch point \\ ith cons umers.

Th ere is a lso rh e ne ed to keep pa ce \ \ irhc hange . \s th e co mpetition changes, so d o th ed) namic s o f th e entire ca tegory . Brands nr cal"a) s o n th e m ove. As soc ial an d c u llural \ i e" sc ha ng e , so d ocs th e \ isual lan guage that rcpr esent-, thes e th ou gh t s. Th e goa l for rnnrk crcr-,an d des igner s is to respond in \\a) ... that keep

th e ir br an d s pure , fre sh , auth enti c, an d rclc- ant .\ ln rkc rcrs a n d de signe rs need t o look in " ar d , beintuitive, a nd ask " h at ha s excit ed u ... a nd m ad eus beco m e in \ 01\ed \\ ith .1 produ ct. \ f tc r all, \\ car c all co ns u mers. O ur ahili tj to nnal j zc socia l,cultura l, an d \ isual tren ds is c ri t ica l; th e skillis uti li/ing thi s information thro ugh collcc tivccollabora tion an d in novative h yp ot h es es .

Establi sh ed bra nd s, of cour se, walk a fineline hc l"CC I1 e mbra c ing su ch c ha n ge while notcomp romi s in g th eir d es ign eq uiti es an d corebran d id ea . \ Vh e n Tropica na r C11 O\ ed t he oran ge

with th e str aw fro m i ts pack age. a c onnec tion" a s br o ken with lon g- es tabli s hed de sig n cq ui t v.Co ns u me r s found thcm sclv cs c u t ofT from t heirfami l iar p er ception s of th e brand. Furthermor e,th e red esig n co m p licat ed th e s ho p -a bility o fth e brand , confusi ng c ustomers further. S COll\ n un g, Pres ident , Per c epti on Resea rch S en ices ,s ta te v, " 10 avo id ma jor mi ..rakes, d esign er s n eed10 stee r cl ear of brand h esitation a nd co nf usionat th e s hel f th u s e nsuring sho p -a bilu ~ ." Th el e) 10 cre a ting br eakthr ou gh a t s hel f i s judging\\ h en an d h ow to be di srupti \ e " it h ) o ur brand ....

d esign equiti es.

'1'111 F Ln R/.

In s lim. w e bcli e\ e th at " pa d a g ing" o f lh elittl e P \ ariet) bel ongs to th e pa ..,t. T h e futur eis h nm d d esign . \ l a r l eter s an d d esi gner ... mu st\\01'1.. to geth er 10 brin g b rand s from conceplto r calil) in " a ys t ha t e xp re ss th e me ;m in g o f

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