Chapter 10
Branding and Packaging
By Boundless
![Thumbnail](../../../../../figures.boundless-cdn.com/10279/raw/mercedes-benz-logo.jpg)
A brand refers to a name, term, symbol, or any other type of feature that defines or identifies a seller's product or service.
![Thumbnail](../../../../../figures.boundless-cdn.com/10436/raw/dunkin-27-donuts-logo.jpg)
Branding is a long term exercise, but one that reaps long-term profitability through increased customer loyalty.
Brand loyalty entails commitment and repeated consumer purchase behavior following perceived value, satisfaction, and brand trust.
![Thumbnail](../../../../../figures.boundless-cdn.com/10433/square/baristas-first-starbucks.jpeg)
Brand equity is the value of a brand that is well-known and conjures positive associations, which helps it remain relevant and competitive.
![Thumbnail](../../../../../figures.boundless-cdn.com/10370/raw/amazon.com-logo.jpg)
Brand Types: individual products, ranges, services, organizations, individuals, groups, events, places, private labels, media, and e-brands.
![Thumbnail](../../../../../figures.boundless-cdn.com/14042/raw/registeredtm.jpg)
Brand Ownership means building a brand that reflects your values and persuades consumers to believe in and purchase your product.
Naming a brand is crucial to a product's reputation and success because it reflects its image and benefits in a way that can be differentiating.
![Thumbnail](../../../../../figures.boundless-cdn.com/10515/raw/diet-coke-logo.jpg)
Brand line is a marketing term used to describe all the products sold under a single brand name.
![Thumbnail](../../../../../figures.boundless-cdn.com/30726/square/kool-aid-man.jpeg)
A branding strategy helps establish a product within the market and to build a brand that will grow and mature in a saturated marketplace.
The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products.
![Thumbnail](../../../../../figures.boundless-cdn.com/13538/square/8me-de-menthe-28cropped-29.jpeg)
In the package design stages for products, structural design, marketing, and environmental responsibility should all be considered.
![Thumbnail](../../../../../figures.boundless-cdn.com/13833/square/leappad.jpeg)
Since products are judged by the package they come in, marketers should spend a lot of time preparing strategies that best fit the product.
![Thumbnail](../../../../../figures.boundless-cdn.com/13548/raw/recycle001.jpg)
Labels serve to capture the attention of shoppers as well as provide useful information regarding the product.
![Thumbnail](../../../../../figures.boundless-cdn.com/13445/square/uals-and-installation-dvds.jpeg)
Support services, such as product warranties, are a great way for a company to distinguish itself from its competitors.
![Thumbnail](../../../../../figures.boundless-cdn.com/13724/square/arms-fat-free-half-26-half.jpeg)
Many of the problems in packaging can be related to issues regarding labels, graphics, safety, and the environment.
![Thumbnail](../../../../../figures.boundless-cdn.com/13821/square/erving-pepsi-products-sign.jpeg)
At the global marketing level, a company needs to launch appropriate marketing plans so results can be achieved across multiple countries.
- Branding
- Packaging