Branding and packaging are two of the most important components of marketing. The name, description and design of a product create its brand, differentiating one company’s product from its competition. Packaging is a marketing tool used to reflect the brand and to sell the product inside. This tool used design elements such as color, font, description and logo to drive consumers to buy the product.
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.
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.
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 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.
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.
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.
- Photo Credit Monkey Business Images/Monkey Business/Getty Images
The Impact of Packaging on a Consumer
According to Datamonitor, a leader in qualitative and quantitative research for the consumer packaged-goods industry, over 50 percent of shoppers' purchase decisions...
The Importance of Brand Recognition
While brand awareness alone is not enough to prompt a customer to buy your product, it is a key component in getting...
Corporate Branding Guidelines
Branding strategy consists of a group of marketing techniques designed to create and maintain a unique image for a company, a product...
What Is Packaging & Labeling in Marketing?
Packaging and labeling are used for various products in retail and wholesale establishments. Packaging provides a convenient way for customers to lift...
What Are the Benefits of Packaging in Marketing?
Store shelves are stocked with various products stored inside boxes, bottles, jars and other containers. Product packaging is designed in various colors,...
Ideas for Marketing & Selling Cakes
Baking beautiful cakes is only one ingredient in the success of a bakery business. The other element is how to market cakes...
Product Strategy Branding & Packaging
The first thing a customer usually notices about a product is its packaging. If the product is placed next to several other...