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Andrea Encinas, Camila Jordan, Aisha Hazou, Jose Gomez | 11th
LEARNING OBJECTIVES
• Aspects of branding (AO2)
• The importance of branding (AO3)
• The importance of packaging (AO3)
A product is anything that can be offered to the
attention of the market for its acquisition, use or
consumption, that satisfies a desire or a need; It
includes physicists, services, people, places,
organizations and ideas
WHAT IS BRAND AND BRANDING?
Brand: a symbol, name,
image or trademark that
distinguishes a product
from its competitors.
Branding: is the process of
distinguishing one
business’s product from
anther and can add great
value to a product.
ASPECTS OF BRANDING
Brand Awareness: extent
to which a brand is
recognized by potential
customers and is correctly
associated with a
particular product –can be
expressed as a percentage
of the target market.
ASPECTS OF BRANDING
Brand Development:
Measures the infiltration
of a product’s sales,
usually per thousand
population; if 100 people
in 1000 buy a product, it
has a brand development
of 10
ASPECTS OF BRANDING
Brand Loyalty: the
faithfulness of consumers
to a particular brand as
shown by their repeat
purchases irrespective of
the marketing pressure
form competing brands.
Brand Ambassadors:
Consumers who will market
a particular brand by talking
positively about it among
their colleagues, friends, or
relatives.
ASPECTS OF BRANDING
Brand Value or Brand
Equity: the premium that a
brand has because
customers are willing to
pay more for it than they
would for a non-branded
generic product.
THE IMPORTANCE OF BRANDING
Well Known and recognized
IS PACKAGING IMPORTANT?
WHAT IS PACKAGING?
● Packaging refers to the
design and production of
the physical container or
wrapper of a product.
● Help to distinguish one
product from another.
IMPORTANT FUNCTIONS:
❖ Protection(function)
❖ Attracting customers
❖ Promotion and information
❖ Differentiation and brand
support
❖ Packaging-evaluation
PROTECTION OR FUNCTION
● The purpose of product packaging is to
protect the product from damage.
● Not only protects the product during
transit from the manufacturer to the
retailer, but it also prevents damage while
the product sits on retail shelves.
● There are different ways to protect the
product by having some form of packaging.
Ex:
- Milk
- Apples
ATTRACTING CUSTOMERS
❖ The key factor that attracts a
consumer who may be undecided on
which brand buy.
❖ So, for this reason, companies
conduct extensive market research
on different things like colour
scheme, designs and materials to
determine the most appealing
package for consumers.
PROMOTION AND INFORMATION
❖ IMPORTANT TO GIVE INFORMATION ABOUT THE PRODUCT!
❖ May contain directions on how to use or make the product.
❖ Support other promotional material by making references to advertisement in
TV or other media.
❖ List ingredients and nutritional information about the product.
❖ This information can help to sell the product because it allows customers obtain
information they need to make a decision.
DIFFERENTIATION AND BRAND SUPPORT
❖ Differentiates one brand of product to
another brand.
❖ Packaging can display companies
name, logo, and colour scheme of its
brand.
❖ If the product packaging changes, it
may alter the brand perception of the
company, does not mean that
consumers will stop buying the
product, but it may delay the
purchase.
PACKAGING -EVALUATION
❖ Needs to be fully integrated with the other
elements so consumers gain a consistent
message of the product.
❖ Needs to be environmental friendly.
❖ Most businesses are trying to balance the need
to cut the volume and cost with the protection
and ´emotional message´.