Branding, packaging and labelling

Gopal Thapa: Branding, Packaging and Labelling

1. Branding, Packaging &
Labelling
Dr. Gopal Thapa
TribhuvanUniversity

2. Brand
A brand is a name, term, sign, symbol, or design,
or a combination of them, intended to identify the
goods or services of one seller or group of sellers
and to differentiate them from those of
competitors.
Kotler
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3. Objectives of Branding (Customer related)
Product identification
Quality assurance
Prestige and status
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4. Objectives of Branding (Organization related)
Promotion
Brand loyalty
Product positioning
Product expansion
Marketing efficiency
Image
Legal production
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5. Objectives of Branding ( Society related)
Event promotion
Consumer welfare
Environment protection
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6. Reasons for Branding
Product identification
Consistent quality
Prestige and status
Promotion
Efficiency
Legal protection
Social well-being
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7. Reasons against Branding
High cost
Low quality
Perishable products
Homogeneous products
Legal formalities
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8. Types of Branding (Ownership based)
Manufacturer brand
Middlemen brand
Licensed brand
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9. Types of Branding (Product based)
Individual brand
Family brand
Mixed brand
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10. Brand Equity
A set of brands assets & liabilities linked to the
brand’s name, symbol that add or subtract from
the value it provides –
David Aaker
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11. Brand Equity
The differential effect of brand knowledge on
consumer response to the marketing of the brand
Keller
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12. Consumer Based Brand Equity
Three key elements
1.1. Differential effect
2.2. Brand knowledge
3.3. Consumer response to marketing
Power of the brand lies in the mind of the
consumer
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13. Packaging
Packaging includes the activities of designing and
producing container and wrapper for a product.
Philip Kotler
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14. Levels of Packaging
Primary Package
Secondary Package
Shipping package
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15. Objectives of packaging
Protection
Storage
Information
Positioning
Promotion
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16. Functions of Packaging
Containment
Product Protection
Identification
Promotion
Product differentiation
Distribution
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17. Essentials of Good Packaging
Attractive
Convenient
Economic
Reusable
Eco-friendly
Communicative
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18. Labelling
It is a part of packaging
It identifies brand or product
It can be elaborately designed graphic on the
package or product
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19. Functions of Labelling
Identification
Description
Who made it?
Where it was made?
When it was made?
What it contains?
How to use it?
Promotion
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20. Types of Label
Brand labels
Grade labels
Descriptive labels
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21. Any Queries?
Thank You
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