1. Branding, Packaging and Labeling
Chapter 35
Branding, Packaging and Labeling

2. Branding
Brand Name
Brand Mark
Trade Name
Trade Character
Trademark

3. Importance of Brands in Product Planning
Quality Image
Identifies the Firm
Helps target new Markets
Introduce Product Lines
Establish an Image

4.             
Types of Brands
National Brands
Private Brands
Generic Brands

5. Branding Strategies
Brand Extension – Fig Newton's added apple and Strawberry Flavors.
Brand Licensing
Co-Branding – General Motors and the Master Card
Mixed Brands – Providing national brands, private brands and generic brands at the same time.

6. Packaging Package is the physical container or wrapping for a product.
Functions of Marketing
Promoting and Selling the Product
Defining Product Identity
Meeting Customer Needs (packs)
Ensuring Safe Use
Protecting the Product

7. Contemporary Packaging Issues
Environmental Packaging – green marketing
Cause Packaging

8. Labeling
Label – is an information tag, wrapper, seal, or imprinted message that is attached to a product or its package.
Include:
Brand Name
Logo
Ingredients
Weight Statements
Dates
Product Illustrations
Storage Information
UPC
Manufacturers addresses etc…

9. Labeling Law
The Federal Nutrition Labeling and Education Act – was passed to protect consumers from deceptive labeling. FDA passed this law in 1994 and requires manufacturers to disclose nutrition information and place health warnings on products such as alcohol and cigarettes.