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Branding, Packaging and Labeling Chapter 32

Branding, Packaging and Labeling

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Branding, Packaging and Labeling. Chapter 32. Sec. 31.2 – Packaging and Labeling. What you’ll learn. The principal functions of product packaging The main functions of labels. Packaging. The physical container or wrapping for a product. Functions of Packaging. - PowerPoint PPT Presentation

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Page 1: Branding, Packaging and Labeling

Branding, Packaging and LabelingChapter 32

Page 2: Branding, Packaging and Labeling

Sec. 31.2 – Packaging and Labeling

• The principal functions of product packaging

• The main functions of labels

What you’ll learn . . . What you’ll learn . . .

Page 3: Branding, Packaging and Labeling

Packaging

• The physical container or wrapping for a product.

Page 4: Branding, Packaging and Labeling

Functions of Packaging

• Promoting and Selling the Product

Page 5: Branding, Packaging and Labeling

Functions of Packaging

• Defining Product Identity – invokes prestige, convenience, or status

Page 6: Branding, Packaging and Labeling

Functions of Packaging

• Provides Information – UPC symbols, contents, guarantees, nutritional value, potential hazards

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Functions of Packaging

• Meeting Customer Needs – various sizes, snack kits, etc.

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• Ensuring Safe Use – plastic instead of glass, tamper-resistant packaging, blisterpacks, childproof containers

Functions of Packaging

Page 9: Branding, Packaging and Labeling

To read about the Tylenol murders in 1982, To read about the Tylenol murders in 1982, and the resulting invention of the and the resulting invention of the tamperproof package, click on the Tylenol tamperproof package, click on the Tylenol box above.box above.

Page 10: Branding, Packaging and Labeling

• Protecting the Product – during shipping, storage, and display. Protects food from spoilage. Helps prevent shoplifting

Functions of Packaging

Page 11: Branding, Packaging and Labeling

Contemporary Packaging Issues

• Aseptic Packaging – Incorporates a technology that keeps foods fresh without refrigeration for extended periods

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Contemporary Packaging Issues

• Environmental Packaging – reusable, recyclable, less wasteful, and safer for the environment

Page 13: Branding, Packaging and Labeling

Contemporary Packaging Issues

• Cause Packaging – to promote non-product issues such as social and political causes

Ex: Body Shop, Ben & Jerry’s

Click on the ice cream Click on the ice cream carton to learn about carton to learn about cause packaging at Ben cause packaging at Ben and Jerry’sand Jerry’s

Page 14: Branding, Packaging and Labeling

Labeling

• A label is an information tag, wrapper, seal, or imprinted message attached to a product

Page 15: Branding, Packaging and Labeling

A labels main function is to inform about contents and give directions

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Brand Label – gives the brand name, etc.

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Descriptive Label

• Information about product use, care, other features

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Grade Label

• States the quality – AA, A, B

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Labeling Laws

• Many package labels must meet local, state, and federal standards

• FDA – Federal Food and Drug Administration – requires nutritional info, regulates health claims and defines descriptive terms such as “light,” “free,” “low,” and “reduced” to make them consistent on all products

• FTC – Federal Trade Commission – monitors for deceptive advertising that is false or misleading, including guidelines for environmental claims like “recycled” or “biodegradable.”

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