Good and attractive packaging adds to product attraction but not without adding to its cost. Chapter10: PRODUCT, BRANDING, AND PACKAGING DECISIONS. If you decide to market your beverage in a similar-shaped bottle, Coca-Cola’s attorneys will have grounds to sue you. 89. … Decisions 7. These days packaging is designed to take care of the convenience for its use and also to differentiate a brand from the others. As it is costly to build brand recognition, some firms prefer to acquire established brands rather than try to build their own. Branding is often associated with creating a logo for a product or company. Individual product decisions start by deciding on product attributes. To determine a brand strategy, consider the demographic … Study Mode . Marketing (2320) Uploaded by. If you can get positive answers to these three questions, you've created … A product can be identified easily because of branding. A brand extension involves utilizing an existing brand name or brand mark for a new product or category (line) of … Thus brand positioning is the process of developing a positive association between the target segments of the consumers and the promoted brands. The core values of the consumer necessary for the … So says Forrester® Research Inc ., a leading marketing and technology research company which found that gaining a sustainable competitive advantage with your customer requires that … Packaging is no longer a mere outer covering of a product for its protection; it is very much a contributing factor for its increasing marketability. Branding , packaging decisions. This is the "Age of the Customer". Must know the … Professor: Victor Piscitello. is anything that is of value to a consumer and can be offered through a voluntary marketing exchange. Read the Chapter Case Study entitled “From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?” from Chapter- 11 “Product, Branding and Packaging decisions” Page: – 358 given in your textbook – “Marketing” (7th Edition) by Dhruv. A good brand positioning helps guide marketing strategy by clarifying the brand’s essence, what goals it helps the consumer achieve and how it does in a unique way. Brand Loyalty Branding packaging 1. If a brand is properly nourished, it grows and has a long shelf life. Course. Brand Legacy 14. A product is anything that is of value to a consumer and can be offered through a voluntary exchange. Read more at: http://indiatoday.intoday.in/story/government-rs-110-crore-air-india-vvip-flights/1/168986.html for taking over Glaxo’s food brands. classic. Apple products, for example, tend to have a sleek modern look that is easy to spot, which extends to their packaging. In modern days, Product Packaging has become an important part of product management. Brand decisions, simply put, are decisions that one makes about a certain brand you are building or promoting. Architecture 9. Sometimes the package itself is part of the brand. Product Packaging Packages come in different types and offer a variety of benefits to consumers, manufacturers, and retailers. Branding is used to make a product unique and distinct from other products in the market. Yes, this sounds like a very general definition, but this is mostly because brand decisions definitely cover a lot of ground. 18. Blog; About Us; Press; email@example.com; Call For Quote! Food Grade Services; Hot Fill/Pasteurization; Pouching ; Liquid Packaging; Club Packs; Bottle Filling; Stick Packaging; Cartoning; Seasonal Gift Sets; … It includes name, color, logo, sign, etc. More and more consumers in India now are also realizing the need for nutritive drinks, thus showing a preference for juice drinks, 100% juices, milk drinks etc. The consumers vary on the benefits which they seek to draw from a product and no single brand of a product category can incorporate all the features which can satisfy these needs of all the types of the consumers. A successful national brand builds not only the image of the product, it builds also the image of the company. Dynamics 8. A vividly beautiful packaging of a product, to some extent, develops a positive image about it in the minds of the consumers. 19 January, 2016 - 17:13 ... Branding is the set of activities designed to create a brand and position it relative to competing brands in the minds of consumers. Katie Poetschke.