Scribd Logo
Unggah

Selamat datang di Scribd!

  • Branding N Packaging

    Diunggah oleh

    Sonam Arora
    14 tayangan16 halaman
    Branding and packaging decisions are important for companies. A brand establishes a product's identity and qualities to help segment markets. It provides advantages to both buyers through quality assurances and sellers by helping build preference, habits and loyalty. Key branding decisions include selecting distinctive brand names that suggest benefits and are memorable, as well as determining a branding strategy such as using existing brands, co-branding, or introducing new brands. Packaging serves purposes like identification, advertising, storage and assisting usage. Changing packaging can increase sales by making products stand out more, updating their image, and boosting perceived ease of use.

    Deskripsi Asli:

    Marketing concept- Branding and packaging

    Judul Asli

    Branding n Packaging

    Hak Cipta

    © Attribution Non-Commercial (BY-NC)

    Format Tersedia

    PPT, PDF, TXT atau baca online dari Scribd

    Apakah menurut Anda dokumen ini bermanfaat?

    Apakah konten ini tidak pantas?

    Laporkan Dokumen Ini
    Branding and packaging decisions are important for companies. A brand establishes a product's identity and qualities to help segment markets. It provides advantages to both buyers through quality assurances and sellers by helping build preference, habits and loyalty. Key branding decisions include selecting distinctive brand names that suggest benefits and are memorable, as well as determining a branding strategy such as using existing brands, co-branding, or introducing new brands. Packaging serves purposes like identification, advertising, storage and assisting usage. Changing packaging can increase sales by making products stand out more, updating their image, and boosting perceived ease of use.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    14 tayangan16 halaman

    Branding N Packaging

    Diunggah oleh

    Sonam Arora
    Branding and packaging decisions are important for companies. A brand establishes a product's identity and qualities to help segment markets. It provides advantages to both buyers through quality assurances and sellers by helping build preference, habits and loyalty. Key branding decisions include selecting distinctive brand names that suggest benefits and are memorable, as well as determining a branding strategy such as using existing brands, co-branding, or introducing new brands. Packaging serves purposes like identification, advertising, storage and assisting usage. Changing packaging can increase sales by making products stand out more, updating their image, and boosting perceived ease of use.

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PPT, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 16

    Branding & Packaging Decisions

    Brand

    Creating, maintaining, protecting, and enhancing products and services.

    A brand is name, term, symbol, sign or design that identifies one sellers good or service as distinct from those of other sellers.
    2

    Brand Mark

    The element of a brand, such as a symbol, sign or design, that is not made up of words

    Brand Name

    The part of a brand that can be spoken -including letters, words, and numbers

    Branding

    Advantages to buyers:

    Product identification Product quality


    Basis for products quality story Provides legal protection Helps to segment markets

    Advantages to sellers:

    Major Brand Strategy Decisions

    Brand Name Selection

    Desirable qualities for a brand name include: 1. It should suggest products benefits and qualities 2. It should be easy to pronounce, recognize, and remember 3. It should be distinctive 4. It should be extendable 5. It should translate easily into foreign languages 6. It should be capable of registration and legal protection
    8

    Brand Sponsorship
    Manufacturers Brands

    Co-Branding

    Four Options

    Private Brands

    Licensed Brands
    9

    Co-Branding
    Co-Branding : The practice of using the established brand names of two different companies in the same product. Ex. HeroHonda,Maruti-Suzuki Branding Assists consumers memory Establishes preferences, habits and loyalty Brand positioning strengthens by brand names, slogans, graphics and characters

    10

    Branding Strategies
    Line

    extension : Existing brand names extended to new forms, sizes, & flavour of existing product category. Ex. Fair & Lovely Brand extension: Existing brand name extended to new product category. Ex. Archies
    11

    Branding Strategies
    Multibranding

    : New brand name introduced in the same product category. Ex. Tide , Airel
    New

    Brands : New brand names in new product category.Ex. Tanisq, Westside, Indian hotels, Voltas, Titan

    12

    Packaging
    The activities of designing and producing the container or wrapper for a product.

    13

    Purposes of Packaging
    Brand identification POP (point of purchase)advertising Facilitate product transport At-home storage Task assistance

    14

    15

    Why Change Product Packaging


    Product doesnt stand out Update product look Change consumer perceptions Increase ease of use On a small promo budget, may be most effective way to increase sales

    16

    Anda mungkin juga menyukai