1. Branding, Packaging, and Labeling
Ch. 31

2. Branding What is a Brand?
Name, term, design, symbol, or combination of these elements that identify a business, product, or service.
What does your Brand represent?
Quality and Reliability…or…Fun and Excitement

3. Branding Brand Name Trade Name
Easily pronounced, distinctive, and recognizable
Corvette, McNuggets, Sprite
Trade Name
Corporate Name – Rarely Changed
Chevrolet, McDonalds, Coca-Cola

4. Branding Brand Mark Trade Character Trademark
Visually recognizable symbol or design
Chevrolet Bowtie, McDonalds Arches
Trade Character
Brand Mark with human form
Ronald McDonald
Trademark
Legal protection of Brand Mark, Trade Name, and/or Trade Character
® = Registered Trademark / TM = Unregistered Trademark

5. Branding Importance of Branding in Product Planning
Build product recognition and customer loyalty
Ensure quality and consistency
Capitalize on brand exposure
Change company or product image

6. Branding Types of Brands National or Producer
Consistent standards of quality, dependability, performance, and reliability
Private Distributor – Owned by Wholesalers or retailers
Large supermarket or retailer brands
Higher margins
Customer loyalty

7. Branding Types of Brands Generic Brands
Do not carry a company identity
Not advertised
Consistently cheaper

8. Branding Brand Extension Brand Licensing Mixed Brand Co-Branding
Risk – Can dilute the brand
Brand Licensing
Allows another company to use their brand - Contract
Mixed Brand
Making a product for another company under a different name
Co-Branding
Combining brands in the production of a product or the delivery

9. Packaging
A Package represents the size, shape, and final appearance of a product at the time of sale
At least 10% of the retail price is from packaging
Functions of Packaging?

10. Packaging Selling the Product Communicating Product Identity
Mixed and Price bundling
Communicating Product Identity
Design, color, words, and labels all speak to customers
Providing Information
Directions, guarantees, nutrition, care, and warnings

11. Packaging Meeting Customer Needs Protecting Consumers
Customer convenience, functionality, and family size
Protecting Consumers
Packaging material, access to contents
Protecting the Product
Balance between protection and customer frustration

12. Packaging Theft Reduction Aseptic Packaging
Size and/or electronic antitheft devices
Aseptic Packaging
Keeps food fresh without refrigeration
Environmental Packaging – reusable and/or biodegradable
Cause Packaging – promote social & political causes