07 branding strategies, value through branding, and private label economics

07 branding strategies, value through branding, and private label economics

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Branding and Packaging Packaging benefits - communication – convey brand info and message - functional: storage, convenience, consumer safety, product quality - perceptual: reinforce positioning - good example: bottled water o #1 people drink bottle water is the perceived benefits of water are there really benefits? Bottle waters have stricter labs, no E. coli, etc. o Environmental issues Recycling Only 1/10 of bottles recycled Take 400-1000 years to decompose Oil usage 1.5 million barrels of oil used annually to make, fill, and ship bottle water annual carbon dioxide emissions o Cost How much would you save without buying bottled water?: $273, 536.00 Americans pay more than 3x more per gallon of bottled water tan for gasoline Branding - why bother? o consolidation o changed consumers o stronger private label private label is growing because it has the same quality/standards for a cheaper price o commodity orientation outmoded what is your message beyond price
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