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Robert L. Underwood
University of Alabama-Birmingham
Building on existing frameworks (customer-based brand equity, consumer-brand relationships, product symbolism/self concept),
this paper forwards packaging as a product-related attribute critical to the creation and communication of brand identity.
Packaging is posited to influence brand and self-identity via a dual resource base (mediated and lived experience); a conceptual
positioning variant from the traditional single symbolic resource base (mediated experience) provided by advertising. This
conceptual distinction is examined and data from an exploratory qualitative study are provided to illustrate the powerful role of
packaging in communicating brand meaning and strengthening the consumer-brand relationship, especially for low involvement
consumer nondurable products.
INTRODUCTION
BACKGROUND LITERATURE
Product Symbolism
The extant literature regarding symbolic consumption and selfconcept includes: research focusing on factors that influence
the establishment of product symbolism (Levy 1959;
Hirschman 1980; Belk 1981; Solomon 1983; McCracken
1986); and research examining the manner in which product
symbolism contributes to the formation of consumers' selfconcept (Levy 1959; Sirgy 1982; Solomon 1983; Belk 1988;
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Nostalgia
An additional theme emerging from the study data was the
power of packaging to evoke feelings of nostalgia for certain
products. Nostalgia serves as a potent weapon for brand
differentiation, especially among consumer nondurables.
Social experts suggest that the appeal of nostalgia stems from
a longing for a return to simpler times when product quality
and craftsmanship were highly regarded and seemingly more
prevalent (Cheskin Research 1998). Consumers also have a
tendency to equate longevity with quality (Naughton & Vlasic
1998). Brands such as Coca-Cola, Cracker Jack, Crayola
Crayons, Ivory Soap, Necco wafers, Sun-Maid raisins, and
Star Kist tuna are but a few of the many brands that have
sought to engender this appeal through recent changes in
package design. The nostalgic packaging design suggests that
a brand has endured, thus conveying a heightened level of
brand trust (Swientek 2001b). The following verbatims
illustrate the strength of these brand associations and the role
of packaging as a vehicle for those associations.
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Product Functionality
For example, package features that enhance the functionality
of a product often represent to the consumer a meaningful
action on the part of the brand (Bertrand 2002). A strategic
package design change conveys a sense of enhanced concern
or recognition of the consumer's needs or desires, heightening
the brand-partner quality component of the consumer brand
relationship. Increasingly, marketers are realizing the potential
of package function to influence product usage. Cultural
dynamics have contributed to a change in consumer
perceptions of packaging from a focus on commodity and cost
to a demand for easy access and readability, easy-fit
storability, eco-sensitivity, clear freshness dating and
portability (Doyle 1999). Packages that make the product
more convenient to use and/or reduce serving time add value
to the brand by providing fun and functionality. Coca-Cola's
recent introduction of the Fridge Pack TM is an excellent
example, saving precious refrigerator space and making the
storage of soft drinks easier than ever before (Philadelphia
Coca-Cola Bottling Company May 20, 2002). A recent study
by the Consumer Research Network suggests that for products
in the cracker and cookie category, 60% of users will make a
purchase decision based on improved packaging functionality
(Doyle 1999). Enhanced functionality may also contribute to
the identity of the brand. The Pringles potato chip product in
the user-friendly canister is a classic example of the
relationship between enhanced functionality and brand
identity. The following verbatirns reflect enhanced usage
capability and convenience (lived experience) provided
through package design, and in the case of Mentadent, an
enhanced identity.
Nostalgia
In addition to the facilitation of a shared social understanding
of the brand (mediated experience), visual equity provided by
nostalgic packaging design elements also serves to signal the
memory of the lived experience consumers have with brands
that have a place in their family history. These "family
brands" typically acquire a depth of meaning during
childhood, unattainable by brands at later stages in life (Elliott
& Wattanasuwan 1998). The package serves as the trigger to
the rich associations with the nostalgic brand. The following
quotes illustrate the critical role of design continuity in making
salient the lived experience with the brand.
I grew up with this stuff(Welch's Concord Jelly) and
whenever we had peanut butter andjelly at my house
when I was a kid, this was about the only jelly that
we had ... So when my wife and I go to the store, and
we are looking around, she is probably sick to death
ofseeing this stuffin our cupboards, but when I come
I just get this kind of old fashion feel and I like this.
And notice that it is no accident that their label
connotes kind ofoldfashion values ... Something that
connotes kind offamily structure and holidays and
that kind of thing. And I think this stuffjust reeks in
terms ofthe idea that it is wholesome, and goes back
into your family history, and that somehow it would
be an atrocity to buy anything else after your mother
served it to you for so many years (Barry).
And like this, the original corn flakes ... it's so
traditional, it's not glitzy ... That makes me feel that
it is more of a true product. A product with more
history behind it .,. I buy Kellogg's Corn Flakes and
not Kroger's corn flakes because of the packaging,
and because of my history with cornflakes. It's like
I know this (Lisa).
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FIGURE 1
Product-Related
Attribute
Lived
1 - Experience -----+
Packaging
Design Elements
Graphics
0
Color
0
Typef~ce
Logos
Etc;
0
Structure
0
Shape
0
Size
Material
0
0
Etc.
0
Benefits
Experiential
Functional
Symbolic
P2:
P3:
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an=ti~=f-----.I
Br
Iden
1---+
PI:
Self
Identity
Mediated
Experience f-----+'
ConsumerBrand
Relationship
MANAGERIAL IMPLICATIONS
A variety of macro environmental trends suggest an increasing
role for product packaging as a brand communication vehicle.
One such trend is the degree of brand proliferation in the
market. Approximately 20,000 new products are introduced
each year in the grocery industry, presenting today's
consumers with unprecedented product choice. In addition to
the growing number of new products, managers are redirecting
their communication efforts to be more in line with changes in
consumer behavior. A 1995 consumer buying habits study
produced by Point-of-Purchase Advertising International
suggests that approximately 70% of all in-store decisions are
made at the point of purchase in the supermarket (POP AI
2001). Therefore, funds traditionally allocated for brandbuilding mass media advertising campaigns are increasingly
being diverted to sales and trade promotion and point-ofpurchase communication efforts. As part of this strategy,
managers are more and more utilizing product packaging as a
vehicle for brand differentiation and identity, especially for
relatively homogenous consumer nondurables (Spethmann
1994; Markgraf1997; AMA 1998; Swientek 2001a; Bertrand
2002; Doyle 2002).
Michael Hogan, Vice President of Marketing for Frito Lay,
echoes these trends. Commenting on his firm's recent
reassessment of product packaging, Hogan notes, "It's not that
we didn't put a lot of effort into our packaging before. We
treated packaging like it was a cost-of-sale element, a cost of
the product, not like it was a communication element ... We
actually can (now) build a much more compelling image for
our brand in-store than out-of-store" (AMA 1998, p. 5).
One of the more powerful recent trends for consumer
nondurable products is the development of packaging
"smalls"; in other words, smaller sizes of traditional consumer
brands. From Star Kist lunches to go, to Listerine PocketPak
strips, to Smucker's Snackers, smaller size packages are a
response to consumers' hectic and mobile lifestyle. The
appeal of the "smalls" is not the traditional price per unit, but
the manageability, convenience and portability of the product
REFERENCES
American Marketing Association (1998), American Marketing
Association Special Report on Trends and Forces
Shaping the Future of Marketing, American
Marketing Association: Chicago, Ill.
Banks, S. (1950), "The Measurement of the Effect of a New
Packaging Material Upon Preference and Sales," in
Journal ofBusiness, 23,71-80.
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--'
Deasy, Dorothy (1997), "Expressions of Brand PersonalityLetting the Package Speak for the Brand,"
Proceedings of the Worldwide Flexible Packaging
Conference, Chicago, IL: Schotland Business
Research Inc.
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Winter 2003
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AUTHOR BIOGRAPHY
Dr. Robert L. Underwood (Ph.D., Virginia Polytechnic Institute and State University), is an assistant professor, University
of Alabama-Birmingham, School of Business, Department of Marketing, Management & Industrial Distribution. His
research has been published in a number of refereed journals including Annual Advances in Business Cases, Journal of
Marketing Communications, Journal of Marketing Theory and Practice, Journal of Product and Brand Management and
Social Indicators Research. His current research interests include theoretical and managerial issues related to brand building
in consumer products, services, and business-to-business markets.
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