BRANDING,PACKAGING AND LABELING

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Brand
A name, term, symbol,
design, or combination
thereof that identifies a
seller’s products and
differentiates them from
competitors’ products.

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Branding
Brand That part of a brand that can be spoken,
Name including letters, words, and numbers.

Brand The elements of a brand that

Mark cannot be spoken.

Brand
The value of company and brand names.
Equity

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Brand name
 Brand name – the word, group of words,
letters, or numbers representing a brand
that can be spoken.

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Brand mark
 Brand mark – the part of the brand that
is a symbol or brand name – it may
include distinctive coloring or lettering. It
usually is not spoken.

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Trademark
 Trademark – a brand name, brand
mark, trade name, trade character, or a
combination of these that is given legal
protection by the government.
◼ Trademarks are followed by a registered
trademark symbol
Importance of Brands
in Product Planning
 To build product recognition and
customer loyalty

 To Ensures quality and consistency

 To Capitalize on brand exposure

Benefits of Branding

Product New Product

Repeat Sales
Identification Sales

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An Effective Brand Name
▪ Is easy to pronounce
▪ Is easy to recognize and remember
▪ Is short, distinctive, and unique
▪ Describes the product, use, and benefits
▪ Reinforces the product image
▪ Is legally protectable

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 Branding Strategies
Brand No Brand

Manufacturer’s
Private Brand
Brand

Individual Family Combi- Individual Family Combi-

Brand Brand nation Brand Brand nation

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Generic Brand

A no-frills, no-brand-
name, low-cost product
that is simply identified
by its product category.

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Manufacturers’ Brands Versus
Private Brands

The brand name of a

Manufacturers’
manufacturer.
Brand Examples: Sony, Pepsi, Dell

A brand name owned by a

Private wholesaler or a retailer. Also
Brand known as a private label or store
brand.

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Private Brand
 In the food sector:
Spencer's packaged food (like noodles,
dal, rice etc) ,Reliance fresh

 in the merchandising sector (these are

called the in-house brands) :
Shoppers stop ,Pantaloons ,Big Bazaar

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Individual Brands Versus
Family Brands
Individual Using different brand names for
Brand different products.

Marketing several different

Family
products under the same
Brand brand name.

utilization of two or more brands

Co-Branding to name a new product.
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Packaging and Labeling
 Packaging is putting the product in
container, like bottles, boxes etc

 Labeling is a text/name /description

directly put on a product

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Packaging
◼A package is the physical container or
wrapping for a product.
◼ 10
percent of a product's retail price is
spent on package development and design
and the package itself.

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Labeling
◼ A label is an information tag, wrapper, seal, or
imprinted message that is attached to a product or
its package. A label’s purpose is to:
 inform about a product’s contents and direction for
use
 protect companies from legal liability
 contain a brand name, logo, ingredients, special
promotional messages, and other useful information

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Universal Product Codes
A series of thick and
thin vertical lines (bar
codes), readable by
computerized optical
scanners, that represent
numbers used
to track products.
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Functions of Packaging
◼ A package is a selling tool. Its functions include:
 promoting and selling the product
 defining product identity
 providing information
 meeting customer needs
 ensuring safe use
 protecting the product

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Functions of Packaging
◼ Promoting and Selling the Product Customer reaction
to a package and brand name is an important factor in
determining marketplace success or failure.

◼Defining Product Identity Packages can invoke

prestige, convenience, or other positive attributes.

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Functions of Packaging
◼Providing Information Packages give directions for
product use, information about contents, warrantees,
nutritional information, and potential hazards.

◼ Meeting Customer Needs Various sizes meet

the needs of different market segments: family packs meet
the needs of larger families; smaller packages are made
for individuals.

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Functions of Packaging
◼ Ensuring Safe Use Plastic packaging,
tamper-resistant packaging, and childproof containers
protect customers.

◼Protecting the Product Packages protect a product

during shipping, storage, and display, prevent tampering,
and sometimes help prevent shoplifting of the product.

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Contemporary Packaging Issues
 Environmental Packaging Some customers
are willing to pay more for products with
packages that are reusable, recyclable, less
wasteful, and safer for the environment.

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