Branding, Packaging, and Labeling Marketing

Can you name a brand? Levi’s Coca Cola Nike Chanel Gucci Apple

What is a Brand? A brand is a of name, term, design, symbol, or some combination of these elements, that identifies a product or service and distinguishes it from its competitors. Can be used to identify a product, a family of products, or all products of a company

Elements of Branding Brand name Trade name Brand mark Trade Character Trade Mark

Brand Name A brand name is a word, group of words, letters, or numbers that represent a product or service. Should be easy to recognize, easy to pronounce, and distinctive. Examples: Pepsi; Barbie; Big Mac, BMW

Trade Names A trade name, or corporate brand, identifies and promotes a company or a division of a company. It is the legal name that the company uses when it does business – promotes a positive image of the company May represent value, qualify, reliability Examples: Dell, Kellogg’s, Nike, Disney

Do you know what these are? Christian Louboutin – brand mark – red bottoms

How much do Christian Louboutin shoes cost?

How about this?

Brand Mark A brand mark is a unique symbol, coloring, lettering, or other design element It is an element of the brand that can’t be expressed in words. It is recognized visually, and doesn’t need to be pronounced.

Examples of Brand Marks:

Can you think of a color that represents a brand? Coca cola = red and white Caterpillar trucks are yellow, John Deere are green UPS = brown

Trade Characters Trade Characters are a specific type, or subset of brand marks, that have a human form or characteristics. Examples: Jolly Green Giant, Keebler elves.

Trade Mark A Trade Mark is a word, name, symbol, device, or a combination of these, that is given legal protection by the U.S. government. ™ They are used to prevent other companies from using a similar element that might be confused with the trademarked one. Brand names and brand marks may be registered trade marks. Examples: McDonald’s golden arches; NBC’s peacock.

These symbols signify that something is subject to a trademark:

Examples of Trade Marks:

Why do businesses develop brands? Build product recognition and customer loyalty; Ensure quality and consistency (the customer knows what they are getting) AND Capitalize on brand exposure.

Advantages of developing brands? Can target customers’ needs and preferences Can have tremendous value extending across cultures and borders (e.g., McDonald’s)

Types of Brands There are 3 types of brands: National brands Private label brands Generic brands

National Brands National brands (a/k/a producer brands) – Hershey, Whirlpool, Ford 70% of all food products are national brands; 100% of all cars

Private Label Brands Private label brands (a/k/a private brands or private distributor brands) developed and owned by wholesalers and retailers. No manufacturer’s name. - Kroger, Target brands 80% of clothing sold at Target is their private label 40% at JC Penney.

Products that do not carry a company identity Generic Brands Products that do not carry a company identity Usually sold in supermarkets and discount stores.

Packaging and Labeling Marketing

Packaging and Labeling Package – physical container or wrapper About 10% of an item’s price is spent on developing, designing, and producing the package.

Functions of packaging: Promoting / selling the product Defining product identity Providing information Meeting customer needs (e.g., different sizes) Ensuring safe use (avoid misuse, tamper resistant, blisterpacks) Protecting the product (prevent/ discourage shoplifting, protect against breakage)

Bundling Mixed Bundling – packaging 2 or more different products together, e.g., shampoo and conditioner Price Bundling – packaging 2 or more similar products together, for sale at one package price.

Aseptic packaging Uses a technology that keeps foods fresh without refrigeration, for extended periods Includes canning and bottling

Environmental Packaging “Green” packaging – consumer demands, public relations

Labeling A label is an information tag, wrapper, or imprinted message that is attached to a product or its package The main function of a label is to inform customers about a product’s contents and give directions for use. May also protect against legal liability

3 Kinds of Labels: Brand labels – give the brand name, trademark, or logo. Chiquita bananas all have the Chiquita label Descriptive label – gives information about the product’s use, constructions, care, performance, and other features (food products are required to have labels with certain information Grade label – states the quality of the product (e.g., eggs are labeled AA, A, and B; meat is prime, choice, or select