Chapter 12:  Branding and Packaging

 

A.  Branding

                Brand:

                Brand Name:

                Brand Mark:

                Trademark:

                Trade Name:

 

                Explain the value of Branding

 

 

               

                Brand Loyalty:  Explain the differences between brand loyalty, brand recognition, brand preference

                                         and brand insistence.

 

 

 

                Brand Equity:  Explain the power of brands in detail and note Table 12.2

 

 

 

                Types of Brands (Explain each)

                                Manufacturer brands:

 

 

                                Private Distributor brands:

 

 

                                Generic brands:

 

               

                Selecting a Brand Name

                                What are four guidelines to follow?

 

 

 

                                How are brand name devised?

 

 

 

                                Who creates brand names?

 

 

 

                                Do brand names last forever?  Explain.

 

                                                3Com Reboots:

 

                How do companies protect a brand?

 

 

                Branding Policies

                                Individual branding

 

                                Family branding

 

                                Brand-extension branding

                What is co-branding, why do it, and what are some examples?

 

 

 

                Brand licensing

 

B.  Packaging:  the development of a container and a graphic design for a product.

                What are the functions of packaging?

 

 

 

                What are the major packaging considerations?

 

 

 

                Packaging and Marketing Strategy

                                                Note Figure 12.2

 

 

                                Why alter the packaging?

 

 

                                Secondary Use Packaging

 

 

                                Category-Consistent Packaging

 

 

                                Innovative Packaging

 

 

                                Multiple Packaging

 

 

                                Handling- Improved Packaging

 

                Criticisms

 

 

C.  Labeling:  used for identification, promotional, informational, and legal purposes

                UPC requirements?

 

 

                Identification?

 

 

                Laws and Nutrition

 

 

                Technology

 

 

                Green Labeling

 

               

Video Case:  PlumJack

       Hearts on Fire