1. Branding, Packaging and Labeling
Chapter 32

2. Sec. 31.2 – Packaging and Labeling
What you’ll learn . . .
The principal functions of product packaging
The main functions of labels

3. Packaging
The physical container or wrapping for a product.

4. Functions of Packaging
Promoting and Selling the Product

5. Functions of Packaging
Defining Product Identity – invokes prestige, convenience, or status

6. Functions of Packaging
Provides Information – UPC symbols, contents, guarantees, nutritional value, potential hazards

7. Functions of Packaging
Meeting Customer Needs – various sizes, snack kits, etc.

8. Functions of Packaging
Ensuring Safe Use – plastic instead of glass, tamper-resistant packaging, blisterpacks, childproof containers

9. To read about the Tylenol murders in 1982, and the resulting invention of the tamperproof package, click on the Tylenol box above.

10. Functions of Packaging
Protecting the Product – during shipping, storage, and display. Protects food from spoilage. Helps prevent shoplifting

11. Contemporary Packaging Issues
Aseptic Packaging – Incorporates a technology that keeps foods fresh without refrigeration for extended periods

12. Contemporary Packaging Issues
Environmental Packaging – reusable, recyclable, less wasteful, and safer for the environment

13. Contemporary Packaging Issues
Cause Packaging – to promote non-product issues such as social and political causes
Ex: Body Shop, Ben & Jerry’s
Click on the ice cream carton to learn about cause packaging at Ben and Jerry’s

14. Labeling
A label is an information tag, wrapper, seal, or imprinted message attached to a product

15. A labels main function is to inform about contents and give directions

16. Brand Label – gives the brand name, etc.

17. Descriptive Label
Information about product use, care, other features

18. Grade Label
States the quality – AA, A, B

19. Labeling Laws
Many package labels must meet local, state, and federal standards
FDA – Federal Food and Drug Administration – requires nutritional info, regulates health claims and defines descriptive terms such as “light,” “free,” “low,” and “reduced” to make them consistent on all products
FTC – Federal Trade Commission – monitors for deceptive advertising that is false or misleading, including guidelines for environmental claims like “recycled” or “biodegradable.”