Branding &

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 BRANDING

l “A name, term, sign, symbol, or design or a

combination of these, intended to identify the
goods & services of one seller or group of
sellers & to differentiate them from those of
the competitors.”
l Gives a visual identification in the minds of
customers.
What Brands do :
l Help customers identify products.
l Gives info about product quality.
l Benefit to sellers.
 PACKAGING

l “All
activities of designing & producing the
container for a product.”

l Package : Buyer’s first encounter with the

product.

l The 5th ‘P’ of Marketing

l Convenience & promotional value.

l3 levels of material used for packaging:

-Primary package
-Secondary package
-Shipping package
Packaging as a marketing
tool…
l Self-service

l Consumer affluence

l Company & brand image

l Innovation opportunity
Objectives of Packaging…
Should be to :
l Identify the brand.
l Convey descriptive & persuasive info.
l Facilitate product transportation & protection.
l Assist at-home storage.
l Aid product consumption.
Packaging process…
l Choose Aesthetic & Functional factors.
l Packaging elements should be harmonized
with product factors.
l Testing (engineering,visual,dealer,consumer)
of packaging design.
l Company should be aware of environment &
safety.
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