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07/11/2022

What are Branding, Packaging, and Labeling?

We often use the terms “branding,” “packing,” and “labeling.” But what exactly do they imply?

Marketers may utilize the packaging and labeling to entice prospective customers to acquire the goods. Packaging is also utilized for convenience and the transfer of information. Packages and labels provide information on using, transporting, recycling, or disposing the package or product. Branding creates a picture of a company’s products in customers’ minds by associating items with specific distinctive traits or characteristics that appeal to the target audience when done successfully.

Branding

A brand is a name, image, design, or symbol, or a combination of those used by a seller to identify and distinguish its products from rivals. Branding is the collection of actions intended to establish and position a brand in the minds of customers.

Branding is the process of providing a specific brand to a single seller’s product or set of products. Branding is the process of identifying and establishing a method of identification.  In other words, branding is the process of designating a thing, similar to naming a newborn. Parents have children, and manufacturers are interested in learning about the character and capability of their goods from birth, but not in their names.

Purpose of Branding

  • The brand is a huge asset.
  • A brand is a marketing tool.
  • The brand is a market-protection weapon.
  • The brand is an antidote to middle-class survival.
  • Customers use brands to identify themselves.

Packaging

Another set of issues to examine is the packaging, which will clearly show a brand’s marks and identity. The packaging itself may sometimes be considered a component of the brand.

Packaging is “an activity concerned with protection, economy, convenience, and promotional consideration.” Packaging may be described as “the broad set of operations in product planning that includes designing and manufacturing the product’s container or wrapper.”

Packaging Functions

  1. It facilitates and improves product identification and differentiation.
  2. Package features convey product massage and encourage consumers to purchase.
  3. Changing product packaging design and massage makes it easier to execute its product/brand repositioning plan.
  4. The selling message is repeated.
  5. It advertises the goods at the point of sale and generally aids in the purchasing decision.

Types of Packaging

  •  Consumer Packaging.
  •  Family Package.
  •  Re-use Package.
  •  Multiple Packages.
  •  Transit Packaging. 

Packaging’s Purpose

  • Product security.
  • The attractiveness of the product.
  • Identification of the product.
  • Product Usability.
  • Sales Tools that Work.
  • Channel Collaboration.
  • Segmentation.

Labeling

A label is a product component that conveys linguistic information about the product or seller. It may be a tiny scrap of paper or a written statement.”  It may be part of the packaging or connected to a product. It provides spoken information about the goods and the vendor. “A label is a product component that contains linguistic information about the product or the seller (manufacturer or middlemen). A label may be a component of the packaging or a sticker affixed directly to the product.”

It allows the manufacturer to provide clear instructions to the product’s consumers. Because prices are kept and printed, price variations caused by intermediaries are eliminated. The manufacturer-buyer relationship has been formed. It pushes manufacturers to create just standard goods. The goods are readily identifiable by buyers.

Classification of Labels

  •  Brand Labels. 
  •  Grade Labels.
  •  Descriptive Illustrative Label.

Purpose of labeling in packaging

  1. To emphasize the product’s features. 
  2. To make the exchange process easier.
  3. To promote the use of self-service.

Importance:

The importance of branding, packaging, and labeling has grown as it aids in capturing the attention of the audience.

Marketers may utilize branding, labeling, and packaging to entice prospective customers to buy the goods.

Packaging is also utilized for convenience and the transfer of information. Packages and labels provide information on using, transporting, recycling, or disposing the package or product.

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