3 Importance of Brands in Product Planning Quality ImageIdentifies the FirmHelps target new MarketsIntroduce Product LinesEstablish an Image
4 Types of BrandsNational BrandsPrivate BrandsGeneric Brands
5 Branding StrategiesBrand Extension – Fig Newton's added apple and Strawberry Flavors.Brand LicensingCo-Branding – General Motors and the Master CardMixed 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 MarketingPromoting and Selling the ProductDefining Product IdentityMeeting Customer Needs (packs)Ensuring Safe UseProtecting the Product
7 Contemporary Packaging Issues Environmental Packaging – green marketingCause Packaging
8 LabelingLabel – is an information tag, wrapper, seal, or imprinted message that is attached to a product or its package.Include:Brand NameLogoIngredientsWeight StatementsDatesProduct IllustrationsStorage InformationUPCManufacturers addresses etc…
9 Labeling LawThe 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.