1. Branding, Packaging, and Labeling Unit 10, Chapter 31 Pages 653-671

2. Branding, Packaging, and Labeling Discuss the nature, scope, and importance of branding in product planning Discuss the nature, scope, and importance of branding in product planning Identify the various branding elements Identify the various branding elements List three different types of brands List three different types of brands Explain how branding strategies are used to meet sales and company goals Explain how branding strategies are used to meet sales and company goals

3. Branding, Packaging, and Labeling Definition 1- Brand Definition 1- Brand A name, term, design, symbol, or combination of these elements that identifies a product or service and distinguishes it from its competitors A name, term, design, symbol, or combination of these elements that identifies a product or service and distinguishes it from its competitors

4. Branding, Packaging, and Labeling Brands include elements such as: Brands include elements such as: Brand names Brand names – A word, group of words, letters, or numbers that represent a product or service Trade names Trade names AKA Corporate brand, identifies and promotes a company or a division of a particular corporation AKA Corporate brand, identifies and promotes a company or a division of a particular corporation

5. Branding, Packaging, and Labeling Brand marks Brand marks –A unique symbol, coloring, lettering, or other design element. It is recognizable visually and does not need to be pronounced Trade characters Trade characters –A brand mark that has human form or characteristics

6. Branding, Packaging, and Labeling Trademark Trademark –Is a word, name, symbol, device, or combination of these elements that is given legal protection by the federal government. –Trademarks are used to prevent other companies from using a similar element that might be confused with the trademarked one

7. Branding, Packaging, and Labeling Companies will generate brand names by using specialized computer software, or by hiring: Companies will generate brand names by using specialized computer software, or by hiring: Branding agencies Branding agencies Naming consultants Naming consultants Public relations firms Public relations firms

8. Branding, Packaging, and Labeling Three Types of Brands Three Types of Brands National National Private Distributor Private Distributor Generic Generic

9. Branding, Packaging, and Labeling Some branding strategies used to meet sales and company objectives are: Some branding strategies used to meet sales and company objectives are: Brand extensions Brand extensions –branding strategy that uses an existing brand name to promote a new or improved product in a company’s product line Brand licensing Brand licensing –a fee, such as a royalty, in return for allowing another company to use its brand/brand mark/trade character

10. Branding, Packaging, and Labeling Mixed branding Mixed branding –They offer a combination of manufacturer, private distributor, and generic brands Co-branding Co-branding –A strategy combines one or more brands in the manufacture of a product or in the delivery of a service

11. Branding, Packaging, and Labeling Definition 2- Packaging Definition 2- Packaging The physical container or wrapping for a product The physical container or wrapping for a product Developing the package in integral in promoting the product and planning the product Developing the package in integral in promoting the product and planning the product

12. Branding, Packaging, and Labeling The Six Functions of Packaging The Six Functions of Packaging –Promoting and selling the product –Defining product identity –Providing information –Expressing benefits and features –Ensuring safe use –Protecting the product

13. Branding, Packaging, and Labeling Packages often promote an image such as prestige, convenience, or status Packages often promote an image such as prestige, convenience, or status They also give directions for using the product and information about: They also give directions for using the product and information about: –Contents –Product guarantees –Nutritional value –Potential hazards

14. Branding, Packaging, and Labeling Definition 3- Blisterpacks Definition 3- Blisterpacks –Packages with preformed plastic molds surrounding individual items arranged on a backing –To encourage customer safety, goods such as non-prescription drugs, cosmetics, and food items are sold in tamper-resistant BPs

15. Branding, Packaging, and Labeling Packaging needs to protect a product during shipping, storage, and display Packaging needs to protect a product during shipping, storage, and display The package design should also prevent or discourage tampering, prevent shoplifting, and protect against breakage and spoilage The package design should also prevent or discourage tampering, prevent shoplifting, and protect against breakage and spoilage

16. Branding, Packaging, and Labeling Definition 4- Label Definition 4- Label –Is an information tag, wrapper, seal, or imprinted message that is attached to a product or its package –Its main function is to inform customers about the product’s contents and give directions for its use

17. Branding, Packaging, and Labeling There are three kinds of labels : There are three kinds of labels : –Brand It gives the brand name, trademark, or logo. It does not supply sufficient product information It gives the brand name, trademark, or logo. It does not supply sufficient product information –Descriptive gives information about the product’s use, construction, care, performance, and other features gives information about the product’s use, construction, care, performance, and other features

18. Branding, Packaging, and Labeling Grade Grade –States the quality of the product –A descriptive label includes date and storage information for food items –Instructions for proper use and product care are provided on nonfood items

19. Branding, Packaging, and Labeling The Fair Packaging and Labeling Act (FPLA) of 1966 established mandatory labeling requirements The federal Nutrition Labeling and Education Act enacted in 1994 requires that labels give nutritional information on how a food fits into an overall daily diet

20. Branding, Packaging, and Labeling Health claims on food items are monitored by the U.S. Food and Drug Administration (FDA), which also requires that manufacturers of certain products place health warnings on their packages Health claims on food items are monitored by the U.S. Food and Drug Administration (FDA), which also requires that manufacturers of certain products place health warnings on their packages

21. Branding, Packaging, and Labeling The Federal Trade Commission (FTC) also monitors labels and advertising for false or misleading claims The Federal Trade Commission (FTC) also monitors labels and advertising for false or misleading claims

22. Branding, Packaging, and Labeling The U.S. Department of Agriculture (USDA) issues legal standards and certification requirements for organic labels The U.S. Department of Agriculture (USDA) issues legal standards and certification requirements for organic labels Also, a country-of- origin label must be placed on all fruits, vegetables, peanuts, meats, and fish beginning in 2006 Also, a country-of- origin label must be placed on all fruits, vegetables, peanuts, meats, and fish beginning in 2006