Methodology

Objectives:

 To understand the definition, functions, features

and types of branding, packaging and labelling.

 To understand the limitations and advantages of

branding, packaging and labelling.

 To observe and understand about the customer

brand preference through questionnaires.
 Data Collection

I have completed my project with the help of:

Websites

Online Articles

Primary data collection

Secondary data collection

Surveys and Questionnaires

Branding

Packaging

labelling
 Branding

Meaning:
Branding is the perpetual process of identifying, creating, and
managing the cumulative assets and actions that shape the
perception of a brand in stakeholders’ minds. Branding is the
process of creating a distinct identity for a business in the mind
of your target audience and consumers. At the the most basic
level, branding is made up of a company's logo, visual design,
mission, and tone of voice. But your brand identity is also
determined by the quality of your products, customer service,
and even how you price your products or services.

Definition:
The Branding is a marketing process wherein the firm tries to
create a unique image of the product in the minds of the
customer and establish a differentiated presence in the market
with the intent to retain the customer loyalty.
 Features/ characteristics of good brand
1-Competitiveness:

For a brand to truly succeed it needs to be as competitive

as possible. This includes having an entire team working
behind a brand, from the most basic administrative
assistants to those in a higher power position. There is
no use in sitting back and hoping for the best; a
successful brand goes above and beyond consumer
expectations to remain on the cutting edge of its
industry.

2-Distinctiveness:

To have a memorable brand identity you need to be

distinctive. Some of the world’s most popular brands, such
as Apple, Starbucks and Domino’s Pizza, have successfully
achieved this. For instance, Apple is widely known for its
minimalist approach to design and technology as well as its
innovative products. Starbucks is known for its high-
quality goods and services that are consistent across every
store worldwide. Giving your customers a specific reason
to use your services will without doubt keep them returning
to your brand, time and time again.
3-Passion:

Though it’s possible to build a brand on a short-term basis

without passion, maintaining the success of that brand over
the long term is incredibly difficult without passion. Some of
the world’s most successful people, such as Steve Jobs, Roger
Federer and Oprah Winfrey, did not or have not succeeded
without passion.

4- Consistency:

With all of the above being said, it is still important to be

consistent in everything you do as a brand. Consistency is the
blood that runs through your brand, differentiating it from the
competition and enabling it to remain in the memories of your
consumers for longer. It also brings familiarity to your brand,
which automatically leads to loyalty. Provided you
consistently deliver high-quality goods and services, you can
expect your customers to return back to your business in
future.
5-Competitiveness:

Success to business never comes easy as there are already

established brands in the market that work as a tough
competition to the brand plus the new entrants offer new and
novel products on the table to
the customers. Hence, the
factor of competitiveness
that comprises of keeping a
steady eye on the competition,
research and study on the latest industry trends, keeping a
thorough pace with the technological advancements, and
offering novel and innovative products and services to the
customers is one of the crucial Brand Characteristic.

6-Leadership:

The CEO of a big firm will be the leader of the brand and in
case of the small business; owner will be the leader of the
brand. In any case, the
attribute of leadership is a
must to envisage the short-term
and long-term business
objectives, plan and execute
business strategies, motivate the internal staff, and maximize
their strengths that will help the brand to achieve its goals and
objectives.
 Functions of Branding:

 Distinctiveness:
A brand name creates a distinctive impression among the
customers. For instance, different brands of soap such
‘Cinthol’, ‘O.K.’, ‘Lux’, Tears’, ‘Vigil’, etc. create different
impressions upon the users, though the article is the same, i.e.,
soap. Thus, a branded product enjoys distinct or separate
identity.

 Publicity:
A brand name enables its holder to advertise his product
without any difficulty. Once a brand name becomes popular,
people remember it for long.

 Protection of Goods:
Generally, the branded products are packed in suitable
containers or wrappers which provide protection to the
goods against heat and moisture and facilitate convenient
handling. The customers derive many other benefits from the
branded products. They are assured of the quality of the
branded products.
 Wide Market:
Branded products are quite popular and have wide market.
The wholesalers and retailers readily handle the branded
products which are advertised.
 Different types of brands:

(i) Service brand

This involves adding a value of service to the brand. It is
considered more difficult to develop a service brand other in
a product brand because the offerings of service brands are
intangible.

(ii)Personal brand

Personal brands are also known as an individual brand and

they are defined as the brand which a person has built
around himself to promote his or her career opportunities.
This is associated with how people market themselves and
put out or project themselves in and via media. Personal
brand lacks a business model which is necessary to
commercialize the strategy
(iii) NGO or Government Organizations
An NGO is a non-governmental organization. NGOs do not
contrast directly with non-profit organizations because they
are a category of non-profit organization. As the name
suggests, an NGO is independent of government insight,
meaning it is not part of a government entity or operated
through a government program.

(iv) Product Brand

Product brands refer to the individual products of a
company and are the foundation of its brand world. They are
at the lowest and most granular hierarchy level of the brand
architecture. Examples of well-known product brands are
Coca-Cola, Nutella, and Ariel.
(v) Luxury Brand
The primary focus of luxury brand management is to continue
creating memorable experiences. Various organizations are in
search of graduates that possess innovation and creativity
along with the skills in media, product design, brand
experience, and service development. Experts in luxury brand
management are aware of the product placement, and they
know the role they have in the market. They also analyse the
brand's relationship with the customer.

(vi) Generic Brand

Generic brands may be made on the same production line as
name-brands or made by lesser-known manufacturers. They
may be of the same quality as a similar name-brand product.
Despite the difference in cost between name-brand and
generic brands, there is little taste or nutritional difference
between them.
Some traded down from brand-name products to generics in
search of more savings because that was more important than
loss in quality. In general, brand-name products are better
than generic products.
Branding Advantages for Sellers and Suppliers
➢One of the most basic benefits that branding offers for the
suppliers is that processing and tracking orders becomes
easier for them.
➢Brand name and trademark also offer protection against
cheap imitation. Competitors can easily copy the unique
production features of a supplier if not for the legal protection
that brand name and trademark offer.

➢For suppliers, it is easier to attract the right set of customers

for the products they manufacture. Suppliers can attract loyal
and profitable customers with higher convenience through
branding.
➢Branding also helps suppliers and sellers with consumer
segmentation. Suppliers can offer several products that are
made for a definite consumer segment. For example, Coca
Cola offers soda drinks in several flavors and low-calorie
versions depending upon the choices of various consumer
segments.
 Advantages for the consumers and society:

➢Branding has led to higher and more consistent product

quality. Brands want to retain their loyal customers and
therefore focus on maintaining the quality of their products. If
customers are loyal to a brand, then it is because of product
quality. Customers can expect consistent quality of products
when they buy from their preferred brands.

➢Branding has led to higher innovation and the availability

of more variety and choices for consumers. Branding
incentivizes innovation since producers look for new features
that can be protected against imitation by competing brands.

➢Consumers can find much more information about

products, their special features, uses and where to find them
because of branding. If not for branding getting this
information would have remained difficult for the consumers
and society
 Limitations of Branding
(i) .Discourages from Trying other Products
Brand loyalty discourages the consumer from trying out other
new brands which possibly be more satisfying.

(ii) Leads to Monopoly

It leads to some kind of monopoly known as brand Monopoly.
It is created by gradually creating brand loyalty and image of
the product and the manufacturer in the minds of consumers.

(iii) Switch to Another Product

If the quality deteriorates or supply of adulterated goods is
increased due to brand popularity, the customer may switch
over to other similar product.

(iv) Expensive
Building up brand recognization and loyalty is very
expensive. Particularly, small sized companies cannot afford
it.
Some pictures of brands:
 Packaging

Meaning :

It means the wrapping of products for the safety from

damages during transportation and storage. It keeps a
product safe and helps in identifying, and promoting the
products. It includes Primary wrapping in direct contact with
the product itself such as a plastic wrapping holding whole-
grain cereal or the cardboard box containing the cereal.

Whereas, Secondary wrapping refers to the outside of

primary packaging to group a certain number of products. It
includes multiple components such as box, padding, bags,
paper, etc.). It can be customized to make a product easily
identifiable in the warehouse setting.

Definitions:

“All the activities of designing and producing the container for

a product.”

-Phillip Kotler

“The package that contains protects and identifies the basic

products.”

-David J. Schwartch
 Functions of Packaging:

1. Protection

The basic function is to protect the products from the

vagaries of weather the product can be exposed to, in transit
from the manufacturer‟s plant to the retailer’s shelves and
issues
related to handling the product while on display on the
shelves.

2. Appeal:

The emergences of self-service outlets have forced

manufacturers to have attractive packaging.
3. Performance

This is the third function of a package. It should perform the

task for which it is designed. Bottled water has been
introduced in 500 ml to 20 litres bottles. The purpose and
place of use is the deciding factor in the purchase of various
packs. A package must be made to consistent and rigid
quality standards as the consumer demands uniformity each
time hepurchases a product.
4. Packaging for convenience

It provides convenience to distribution channel members, such

as wholesalers, retailers and consumers. The convenience
will relate to handling and stocking of packages.
5. Cost-effectiveness

The package finally must be cost-effective. Packaging cost as

a percentage of product cost differs from one industry to
another. It is essential to understand that while analyzing
packaging costs, the other costs like handling, storage,
insurance and transit costs are also added
 Types of Packaging:

(1) A consumer package:

Is one which holds the required volume of a product for
ultimate consumption is economical and can be easily
purchased by the consumer. He has the option to purchase
the pack size which he considers adequate for the
consumption for his family over a length of time and does
not involve additional investment during that period.

(2) A bulk package

Is either for the consumer whose consumption is large or is
bought to save cost. Example: oil cans etc. The consumer
package itself very often requires an outside package in
which it is transported and which is sometimes referred to as
transit package or an out container.