Lesson 5: Branding, Packaging and Labels
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Transcript of Lesson 5: Branding, Packaging and Labels
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MARKETING
BRANDING, PACKAGINGAND LABELS
BRANDING
BRAND is a name , term, design, symbol or any other feature that identifies one sellers good or service as distinct from those others; a trademark or distinctive name identifying a product or a manufacturer
TRADEMARK: legal term for brand
BRANDING marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products (Small Business Encyclopedia, 2012)
BRAND NAMES help consumer identify products that might benefit them
tell the buyer something about the product quality
SEVERAL WAYSBrands Facilitate PurchasesBrands Establish LoyaltyBrands Protect from Competition & Price CompetitionBrands can Reduce Marketing CostBrands are AssetBrands Impact Market Value
BRANDS FACILITATE PURCHASESoften easily recognized by consumers because they signify a certain quality level and contain familiar attributes
BRANDS ESTABLISH LOYALTYconsumers learn to trust certain brands
BRANDS PROTECT FROM COMPETITION AND PRICE COMPETITIONmore established in the market and have a more loyal customer base
BRANDS CAN REDUCE MARKETING COSTbrand sells itself
BRANDS ARE ASSETSlegally protected through trademarks and copyrights and constitute a unique form of ownership
BRANDS IMPACT MARKET VALUErefers to the earning potential of brand over the next 12 months
BRANDS ELEMENTS BRAND NAMEURLs / Domain Names LOGOS and SYMBOLS CHARACTERSSLOGANSJINGLES/SOUNDS
BRAND NAMEURLs / Domain NamesLOGOS and SYMBOLSCHARACTERSSLOGANSJINGLES/SOUNDS
PACKAGING
PACKAGING an activity which involves the designing and producing of the container or wrapper for a productmain function is to contain and protect the product
PACKAGING INCLUDES Primary ContainerSecondary ContainerShipping Package
Primary Container
Secondary Container
Shipping Package
STRATEGIC IMPORTANCE OF PACKAGING Packaging can make Difference Packaging sends a message Packaging may lower Distribution Cost Universal product codes speed handling
PACKAGING CAN MAKE DIFFERENCE
PACKAGING SENDS A MESSAGE
PACKAGING MAY LOWER DISTRIBUTION COST
UNIVERSAL PRODUCT CODES SPEED HANDLING
LABELING
LABEL is simple tags to complex graphics attached to products that are part of the package
FUNCTIONS Identifies the product or brandDescribes several things about the productMight promote the product through attractive graphics
LABEL CAN INCLUDE Care and use of the productRecipes or suggestionsIngredients or nutritional informationProduct guaranteesManufacturer name and addressWeight statementsSell by date and expiration datesWarnings
Care and use of the product
Recipes or suggestions
Ingredients or nutritional information
Product guarantees
Manufacturer name and address
Weight statements
Sell by date and expiration dates
Warnings
41
TRADEMARK
TRADEMARK is legal term of Brandincludes any word, name, symbol, device, or any combination, used or intended to be used to identify and distinguish the goods/services of one seller or provider from those of others, and to indicate the source of goods/servicesimportant in the world of graphics file formats
ADVANTAGES Notice to the public of the registrants claim of ownership of the markLegal presumption of ownership nationwideExclusive right to use the mark on or in connection with the goods/services listed in the registration
Primary Reasons for the Existence and Protection
Facilitate and enhance consumer decisionsCreate incentives for firms to produce goods of desirable quantities
THANK YOU MARKETERS