Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and...
-
Upload
june-clark -
Category
Documents
-
view
283 -
download
5
Transcript of Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and...
![Page 1: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/1.jpg)
Section 31.1Branding
Chapter 31branding, packaging, and labeling
Section 31.2Packaging and Labeling
![Page 2: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/2.jpg)
CONNECT What influences your decision to purchase a product?
Branding
Sec
tio
n 3
1.1
![Page 3: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/3.jpg)
• Discuss the nature, scope, and importance of branding in product
planning.
• Identify the various branding elements.
• List three different types of brands.
• Explain how branding strategies are used to meet sales and company
goals.
Sec
tio
n 3
1.1
Branding
![Page 4: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/4.jpg)
A company name and its products should
project a positive image. An important part of
product and service management is to select,
promote, and protect the company image and
personality of its brand.
Branding
Sec
tio
n 3
1.1
![Page 5: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/5.jpg)
• brand
• brand name
• trade name
• brand mark
• trade character
• trademark
• national brand
Branding
Sec
tio
n 3
1.1
• private distributor brand
• generic brand
• brand extension
• brand licensing
• mixed brand
• co-branding
![Page 6: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/6.jpg)
Branding
Notes on the Branding ProcessS
ecti
on
31.
1
![Page 7: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/7.jpg)
Branding
Notes on the Branding ProcessS
ecti
on
31.
1
![Page 8: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/8.jpg)
Branding
Branding
Sec
tio
n 3
1.1
What Can a Brand Be Used For?
Identify One Product
Identify a Family of Related
Products
Identify All Products of a
Company
brandA name, term, design, symbol, or combination of these elements that identifies a business, product, or service, and sets it apart from its competitors.
![Page 9: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/9.jpg)
Branding
Branding
Sec
tio
n 3
1.1
Elements of Branding brand nameA word, group of words, letters, or numbers that represents a product or service.Brand Name
Trade Name
Brand Mark
Trade Character
Trademark
trade nameCorporate brand; identifies and promotes a company or division of a particular corporation.
brand markIncorporates a unique symbol, coloring, lettering, or design element that is easily visible.
trade characterA specific type of brand mark, one with human form or characteristics.
trademarkA word, name, symbol, sound, brand name, brand mark, trade name, trade character, color, or a combination of these elements that identifies a good or service and cannot be used by anyone but the owner because it is registered with the federal government and has legal protection.
![Page 10: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/10.jpg)
Branding
Branding
Sec
tio
n 3
1.1
What Are the Four Reasons the Use of Brands Is Important in Product Planning? Provide Details for Each.
![Page 11: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/11.jpg)
Branding
Branding
Sec
tio
n 3
1.1
What Are the Four Reasons the Use of Brands Is Important in Product Planning? Provide Details for Each.
.
![Page 12: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/12.jpg)
Branding
Branding
Sec
tio
n 3
1.1
Types of Brands
National Brands
Private Distributor Brands
GenericBrands
national brandAlso known as producer brand, this is owned and initiated by a national manufacturer or by a company that provides services.
private distributor brandKnown as private brand, store brand, dealer brand, or private label, this is developed and owned by wholesalers and retailers.
generic brandA product that does not carry a company identity.
![Page 13: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/13.jpg)
Branding
Branding
Sec
tio
n 3
1.1
Details About Each Type of Brand
![Page 14: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/14.jpg)
Branding
Branding
Sec
tio
n 3
1.1
Details About Each Type of Brand
![Page 15: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/15.jpg)
Branding
Brand Strategies
Sec
tio
n 3
1.1
Brand Strategies brand extensionA branding strategy that uses an existing brand name to promote a new or improved product in a company’s product line.
Brand Extension
Brand Licensing
Mixed Brand
Co-Branding
brand licensingA legal authorization by a brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee.
mixed brandA strategy that offers a combination of manufacturer, private distributor, and generic brand to consumers.
co-brandingA strategy that combines one or more brands in the manufacture of a product or in the delivery of a service.
![Page 16: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/16.jpg)
Branding
Brand Strategies
Sec
tio
n 3
1.1
Details About Each Branding Strategy
![Page 17: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/17.jpg)
Branding
Brand Strategies
Sec
tio
n 3
1.1
Details About Each Branding Strategy
![Page 18: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/18.jpg)
Branding
Explain the difference between a brand name and a trade name.
Section 31.1
1.
A brand name, or product brand, is a word, group of words, letters, or numbers that represent a product or service. A trade name, or corporate brand, identifies and promotes a company or a division of a particular corporation. The trade name is the legal name of the business.
Sec
tio
n 3
1.1
![Page 19: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/19.jpg)
Branding
Describe brand extension and brand licensing.
Section 31.1
2.
Brand extension is a branding strategy that uses an existing brand name to promote a new or improved product in a company’s product line. Brand licensing is a legal authorization by a brand owner to allow another company (the licensee) to use its brand, brand mark, or trade character for a fee. The agreement explains all the terms and conditions under which the brand may be used.
Sec
tio
n 3
1.1
![Page 20: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/20.jpg)
Branding
Define mixed branding and co-branding.
Section 31.1
3.
A mixed brand strategy offers a combination of manufacturer, private distributor, and generic brands to consumers. A co-branding strategy combines one or more brands in the manufacture of a product or in the delivery of a service.
Sec
tio
n 3
1.1
![Page 21: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/21.jpg)
Sec
tio
n 3
1.2
Packaging and Labeling
PREDICT What would happen if consumer products were not packaged and labeled?
![Page 22: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/22.jpg)
• Explain the functions of product packaging.
• Identify the functions of labels.
Sec
tio
n 3
1.2
Packaging and Labeling
![Page 23: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/23.jpg)
Packaging and labels put a “face” on a
product. Effective packaging and labeling help
sell a product.
Packaging and Labeling
Sec
tio
n 3
1.2
![Page 24: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/24.jpg)
• package
• mixed bundling
• price bundling
• blisterpack
• aseptic packaging
Packaging and Labeling
Sec
tio
n 3
1.2
• cause packaging
• label
• brand label
• descriptive label
• grade label
![Page 25: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/25.jpg)
Packaging and Labeling
Notes About the Functions of PackagingS
ecti
on
31.
2
![Page 26: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/26.jpg)
Packaging and Labeling
Notes About the Functions of PackagingS
ecti
on
31.
2
![Page 27: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/27.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
About 10 percent of a product’s retail price is spent on the package,
its design, and development.
packageThe physical container or wrapping for a product.
![Page 28: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/28.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Sellingthe Product
Functions of Packaging
Mixed Bundling
Price Bundling
mixed bundlingPackaging two or more different goods or services in one package.
price bundlingWhen two or more similar products are placed on sale for one package price.
![Page 29: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/29.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
CommunicatingProduct Identity
Functions of Packaging
Promoting an Image
Color Usage
![Page 30: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/30.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Providing Information
Functions of Packaging
Directions
Guarantees
Nutritional Information
Warnings
![Page 31: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/31.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Meeting CustomerNeeds
Functions of Packaging
Convenience
Functionality
Family Size
![Page 32: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/32.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Protecting Consumers
Functions of Packaging
Avoiding Misuse
Avoiding Tampering
Childproofing
![Page 33: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/33.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Protecting the Product
Functions of Packaging
Blisterpacks
Avoiding Consumer Injuries
blisterpackA package with a preformed plastic mold surrounding individual items arranged on a backing.
![Page 34: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/34.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Theft Reduction
Oversized Packaging
Electronic Anti-Theft Devices
Functions of Packaging
![Page 35: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/35.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Aseptic Packaging
Sterilizes the Package and Product
Contemporary Packaging Issues
aseptic packagingPackaging that utilizes a technology that keeps foods fresh without refrigeration for extended periods.
![Page 36: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/36.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
EnvironmentalPackaging
Consumers Desire Less Waste
Contemporary Packaging Issues
![Page 37: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/37.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Cause Packaging
Consumers Are Encouragedto Participate
Contemporary Packaging Issues
cause packagingPackaging that promotes social and political causes.
![Page 38: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/38.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Functions of Packaging
![Page 39: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/39.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Packaging
Functions of Packaging
![Page 40: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/40.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Labeling
Three Kindsof Labels
Brand Label
Descriptive Label
Grade Label
labelAn information tag, wrapper, seal, or imprinted message that is attached to a product or its package.
brand labelThe information tag on a product or package that gives the brand name, trademark, or logo.
descriptive labelA label that gives information about the product’s use, construction, care, performance, and other features.
grade labelA label that states the quality of the product, such as eggs.
![Page 41: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/41.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Labeling
The Three Agencies That Make Laws Regarding U.S. Product Labels and Details About Each
![Page 42: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/42.jpg)
Packaging and Labeling
Sec
tio
n 3
1.2
Labeling
The Three Agencies That Make Laws Regarding U.S. Product Labels and Details About Each
![Page 43: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/43.jpg)
Packaging and Labeling
Differentiate between a label and a brand label.
Section 31.2
1.
A label is an information tag, wrapper, seal, or imprinted message that is attached to a product or its package. The main function of a label is to inform customers about a product’s contents and give directions for use. The brand label gives the brand name, trademark, or logo. Although this is an acceptable form of labeling, it supplies insufficient product information.
Sec
tio
n 3
1.2
![Page 44: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/44.jpg)
Packaging and Labeling
Identify the types of information found on a food label.
Section 31.2
2.
Food labels include product illustrations, weight statements, dating and storage information, ingredients, product guarantees, and the manufacturer’s name and address.
Sec
tio
n 3
1.2
![Page 45: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/45.jpg)
Packaging and Labeling
Name three federal agencies that regulate packaging and labeling.
Section 31.2
3.
U.S. Food and Drug Administration, Federal Trade Commission, and U.S. Department of Agriculture
Sec
tio
n 3
1.2
![Page 46: Section 31.1 Branding Chapter 31 branding, packaging, and labeling Section 31.2 Packaging and Labeling.](https://reader035.fdocuments.in/reader035/viewer/2022081416/56649de65503460f94adf15d/html5/thumbnails/46.jpg)
End of
Section 31.1Branding
Chapter 31branding, packaging, and labeling
Section 31.2Packaging and Labeling