BRANDING AND PACKAGING DECISIONS PDF DOWNLOAD!
Chapter PRODUCT, BRANDING, AND PACKAGING DECISIONSChapter Opener p. LEARNING OBJECTIVES How do firms adjust their product. Chapter Outline Branding Decisions Branding Levels and Alternatives - Branding vs. No Brand - Private Brand vs. Manufacturer's Brand Single Brand versus. A brand is a name, picture, design, or symbol, or combination of those items, used by a seller to identify its offerings and differentiate them from competitors' offerings. Branding is the set of activities designed to create a brand and position it relative to competing brands in the minds of consumers.
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Evaluate fit between product class and core brand. Gain insight about brand-specific associations from customers by seeking similarities about core brand and extension product 3.
Product Strategies: Branding & Packaging Decisions
Refrain from extending brand in to many places 4. Today marketing is a game of names of brands who sell the most in the market place. These brands speak for the prestigious and social stature of any persons.
The present era branding and packaging decisions cut throat competition has enabled the consumer to select the brand of product to be consumed from amongst a vast number of competing brands.
Consumers are not resorting to more of impulse buying and are eager to try new brands. Hence the companies today not just take research and development activities for improving the product quality but also try to add value to their products means of via innovative packaging.
Chapter 11 - Product, Branding, and Packaging Decisions Flashcards Preview
Packaging Functions These days packaging is designed to take care of the convenience for its use and also to differentiate a brand from the others. In case of many products reusable packaging is also used to attract consumers for its purchase. Packaging is a function of both physical distribution as well as advertising.
It is essential that latest techniques and materials of packaging be used. Many institutes, including the Indian Institute of Packaging render useful advice to the marketers on the nature branding and packaging decisions packaging designs and the materials to be used which would be suitable for a particular product.
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Importance of Packaging Depending on the products and the industry, the packaging can have different levels of importance. Sometimes packaging becomes the most important way of delivering the good, and its cost represents the largest part of the total cost branding and packaging decisions the product.
PRODUCT, BRANDING, AND PACKAGING DECISIONS
Through packaging the important information about the product, price, manufacturer and the consumption precautions etc. Product packaging decisions are very important and the marketers need to be very careful about it, as packaging is sometimes the key factor of success or failure of a new launch.
Packaging, as a function, has two separate dimensions — the science and technology and the behavioural aspect related to the art of product design which enhances the value branding and packaging decisions the contents and passes on the impression to the consumer directly or subtly.
Overall it can be concluded that packaging is an integral and an important component of the product. Multiple Brands in one country It is appropriate to use multiple brands in the same market when a company wants to segment a heterogeneous market.
The strategy is also suitable when the company wants to trade either up or down without hurting the firm's main business since any negative connotation branding and packaging decisions be avoided.
The synergy between these two brands helped ensure a successful co-branding effort. The product is now positioned as a detergent and an air freshener.
Product, Branding & Packaging Decision by Dani Fallenbüchl on Prezi
What is the difference between brand extension and line extension? What is brand repositioning? Manufacturer brands are owned and managed by the manufacturer. The manufacturer develops the merchandise, produces it to ensure consistent quality, and invests in a marketing program to establish an appealing brand image.
Private-label brands are products developed by retailers. Branding and packaging decisions is the practice of marketing two or more brands together, on the same package or promotion.