Brands, Packaging, and Labeling PDF

Brands, Packaging and Labelling Brand Definition Dr. Rosebloom How you recognize brands ? Dr. Rosebloom Brand is ………..! Dr. Rosebloom  Brand Value “is the financial value of the brand or in an easier way the monetary value of the brand and is considered...

Brands, Packaging and Labelling Brand Definition Dr. Rosebloom How you recognize brands ? Dr. Rosebloom Brand is ………..! Dr. Rosebloom  Brand Value “is the financial value of the brand or in an easier way the monetary value of the brand and is considered as an intangible asset”  Brand Equity “the commercial value of a brand that is derived from consumer perception of the brand name of a particular product or service, rather than from the product or service itself” Reasons for branding or not branding WHY NOT ? Major responsibilities of branding are Promoting the brand & maintaining a consistent quality of output Some Firms are Unable / unwilling to take burden of responsibilities Some products cannot be are physically differentiated much as nails , raw materials , coal , cloth pins, cotton and wheat Branding Strategies Dr. Rosebloom Branding Strategies Dr. Rosebloom Dr. Rosebloom Dr. Rosebloom  Trademark Licensing “Products with considerable brand equity have strong potential for trademark licensing/ brand licensing” Reasons of Trademark Licensing  It can be Profitable  There is a promotional benefit  Likelihood of New product Success  Marketing Cost reduction Will Will you you buy buy your your favorite favorite Soft Soft drink drink like like this? this? Will Will you you buy buy your your favorite favorite Shampoo Shampoo like like this? this? Dr. Rosebloom What is packaging ? Dr. Rosebloom Packaging for products Dr. Rosebloom Packaging for services Dr. Rosebloom Purpose and importance of packaging Dr. Rosebloom Purpose and importance of packaging Dr. Rosebloom Packaging Strategies Packaging the product line : firm must decide weather to develop family resemblance or individual design. Family packaging uses highly similar packaging or common features for all products Use: Similar quality or use Multiple packaging: Placing several units in one package Changing the package: Competitive pressure New packaging material (Olper’s) Lesser advertising cost due to new package  What is labeling Dr. Rosebloom What is labeling Dr. Rosebloom Dr. Rosebloom  Design, Design, Color Color and and Quality Quality 1. Design  Rapidly Advancing Technologies  Competition  Distinctiveness  Universal Design  C2C Design  Design, Design, Color Color and and Quality Quality 2. Color  Lanham Act (1995) 3. Quality  TQM (Total Quality Management)  ISO-9000  ISO-14000