Branding and Packaging

Branding and Packaging - BRANDING AND PACKAGING In...

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BRANDING AND PACKAGING In marketing, a brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimate consumers. (Source: Wikipedia) The packaging is the outer wrapping of a product. It is the intended purpose of the packaging to make a product readily sellable as well as to protect it against damage and prevent it from deterioration while storing. Furthermore the packaging is often the most relevant element of a trade mark and conduces to advertising or communication. (Source: www.secutag.com/glossary.htm ) Organizations are giving great attention to the branding and packaging of its products. Firms are increasingly investing in research on consumer tastes and preferences to get acquainted to their needs. Moreover, organizations assess their product brand and packaging to ensure it is consistent with the needs of its target markets. The marketing departments of organizations work tirelessly in creating unique a product look and decide on the package design which will incorporate the product brand name. Moreover, it works on differentiating its product from its competitors. This is known as Unique Selling Point –the unique quality of a product that makes consumers buy it. A highly-conclusive product branding and packaging process is therefore highly
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This note was uploaded on 04/09/2009 for the course MISC Misc taught by Professor Misc during the Spring '07 term at SUNY Plattsburgh.

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Branding and Packaging - BRANDING AND PACKAGING In...

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