Marketing Concepts: Product and Packaging

Questions and Answers

What was the original logo of Sydney University introduced in 1857 meant to symbolize?

It symbolized the idea that while the constellation changes, the disposition remains the same.

What was the total cost of the rebranding effort including the logo redesign and associated changes?

$1.25 million.

How did Emily Matters react to the university's logo redesign?

She expressed disappointment at the removal of the traditional Latin motto, viewing it as a loss of cultural heritage.

What significant change did Anthony Alexander note regarding the new logo?

He indicated that the new logo signified a change in the university’s identity. Signup and view all the answers

What criticism did some individuals express regarding the funds used for the rebranding?

Some criticized that the money would have been better spent on teaching and learning facilities. Signup and view all the answers

What are the primary purposes of packaging a product?

The primary purposes of packaging are to help preserve, inform, protect, and promote the product. Signup and view all the answers

How does branding benefit customers in distinguishing products?

Branding benefits customers by providing recognition and differentiation, helping them identify unique product features. Signup and view all the answers

What notable achievement did JUST WATER receive in 2018 for its packaging?

JUST WATER won the Best Packaging Solution Award in 2018 for its innovative and sustainable packaging. Signup and view all the answers

In what ways can a well-designed logo contribute to a brand's success?

A well-designed logo enhances brand recognition and helps create an emotional connection with customers. Signup and view all the answers

What distinguishes private brands from national brands?

Private brands are owned and sold by specific retailers under their own brand name, while national brands are widely distributed products marketed by manufacturers. Signup and view all the answers

What materials are used in the packaging of JUST WATER's bottles?

JUST WATER's bottles are made from 82% renewable sources, including more than 50% paper and components from non-food grade sugar cane. Signup and view all the answers

How can effective packaging create an image of luxury or exclusiveness?

Tastefully designed packaging can enhance the perceived value of a product, suggesting luxury and exclusivity to consumers. Signup and view all the answers

What is a trademark, and why is it important for a brand?

A trademark signifies that a brand name or symbol is registered, granting the business exclusive rights to its use. Signup and view all the answers

Study Notes

Product Overview

Products encompass both tangible goods and intangible services offered for exchange to satisfy consumer needs.
Packaging is crucial for preserving, informing, protecting, and promoting products, influencing customer purchase decisions through its design and presentation.

Packaging

Well-designed packaging can create a positive impression, enhancing perceived value and desirability.
JUST WATER's new packaging won the Best Packaging Solution Award in 2018 for its sustainable design.
JUST WATER bottles consist of 82% renewable materials, including over 50% paper and caps made from non-food grade sugar cane.
The award judges recognized JUST WATER for its responsible, pragmatic, and economic appeal to consumers.

Branding

A brand identifies a specific product through names, symbols, or designs, distinguishing it from competitors.
Branding offers customers recognition, trust, differentiation in the marketplace, and the ability to form emotional connections.
A trademark indicates ownership and exclusive use of a brand name or symbol.
Logos serve as graphic representations that identify businesses or products.

Types of Brands

National Brands: Products marketed under a manufacturer's name, such as Coca-Cola, Nike, and Apple.
Private Brands: Products sold under a retailer's brand name, like Coles brand or Target’s Lily Loves.
Generic Brands: Products with minimal branding or packaging, often referred to as store brands or off-brand items, like Ibuprofen.

Case Study: Sydney University

The original Sydney University logo was in use from 1857 for 150 years before being redesigned.
The original logo featured a Latin motto, translating to “the constellation is changed, the disposition is the same,” reflecting Northern Hemisphere university traditions.
The redesign aimed to modernize the university's image, costing approximately $750,000, with an additional $500,000 spent on changes to signs and banners.
The reception of the new logo was mixed; some alumni viewed it as a loss of tradition, while others believed it represented a shift in the university's identity.
Criticism emerged regarding the financial resources spent on branding rather than improving educational facilities.

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Description

This quiz explores the key concepts of product and packaging in marketing. Learn about the role of product benefits and the importance of effective packaging in promoting goods and services. Test your understanding of how packaging can influence consumer behavior.