Importance of Packaging & Branding in Marketing
Branding and packaging are two of the most important components of marketing. Branding is a term used to describe the name, description and design of a product. Branding differentiates a company's product from their competition. Packing is a marketing tool used to reflect the brand. A company uses packaging to sell the product inside. The colors, fonts, descriptions and logo are designed to drive consumers to buy the product.
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Sales
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The entire focus of a marketing department is to strategize methods to sell the company's products. Branding and packaging are two of the most effective ways to do this. Once a brand has been determined, methods are employed to sell the product. Advertising, the company website and product packaging must all present a cohesive brand or image. In successful brand campaigns, customers recognize the company's product packaging and purchase in part because they identify with the brand.
Branding
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When a company brands a product, they determine its "personality." Creating a brand that is instantly recognizable and perceived positively is the ultimate goal. Branding integrates components such as color, style and visual imagery to distinguish a company's products from the competition. Developing logos, slogans and tag lines are all ways that marketers communicate a specific brand.
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Slogans
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One of the most effective methods of branding is the use of slogans. Companies often identify a specific characteristic that sets their product apart from the competition. The slogan becomes a key component in all marketing efforts, including packaging. For example, Nike has effectively marketed both their logo and slogan "Just do it" into an easily recognized brand.
Packaging
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Packing is designed to capture a customer's attention and it can directly effect whether they buy the product or not. Innovation and creativity come into play when it comes to packaging. A well-marketed product is packaged in a way that compels the customer to pick it up and take a closer look, at which point product descriptions and graphics must be clear.
Packaging Tools
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Colors, fonts, descriptions and logos are the tools that are used in packaging design. Companies market their brands by creating a specific "look and feel" to their product's packaging. A customer must feel comfortable enough with the presentation of the company's brand to want to purchase the product.
Company Image
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Branding and packaging are created by a company. While these efforts are used to market products, they in turn market the company itself. Branding reflects the image that the company seeks to project. For example, IBM takes on a more conservative, well-established corporate image while Apple brands itself as a hip and cutting edge company. These images reflect the market that the company has identified as target customers.
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Comments
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Packaging and marketing products.
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what is packaging and what it do?
