PowerPoint Presentation

MARKETING

BRANDING, PACKAGINGAND LABELS

BRANDING

BRAND is a name , term, design, symbol or any other feature that identifies one sellers good or service as distinct from those others; a trademark or distinctive name identifying a product or a manufacturer

TRADEMARK: legal term for brand

BRANDING marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products (Small Business Encyclopedia, 2012)

BRAND NAMES help consumer identify products that might benefit them

tell the buyer something about the product quality

SEVERAL WAYSBrands Facilitate PurchasesBrands Establish LoyaltyBrands Protect from Competition & Price CompetitionBrands can Reduce Marketing CostBrands are AssetBrands Impact Market Value

BRANDS FACILITATE PURCHASESoften easily recognized by consumers because they signify a certain quality level and contain familiar attributes

BRANDS ESTABLISH LOYALTYconsumers learn to trust certain brands

BRANDS PROTECT FROM COMPETITION AND PRICE COMPETITIONmore established in the market and have a more loyal customer base

BRANDS CAN REDUCE MARKETING COSTbrand sells itself

BRANDS ARE ASSETSlegally protected through trademarks and copyrights and constitute a unique form of ownership

BRANDS IMPACT MARKET VALUErefers to the earning potential of brand over the next 12 months

BRANDS ELEMENTS BRAND NAMEURLs / Domain Names LOGOS and SYMBOLS CHARACTERSSLOGANSJINGLES/SOUNDS

BRAND NAMEURLs / Domain NamesLOGOS and SYMBOLSCHARACTERSSLOGANSJINGLES/SOUNDS

PACKAGING

PACKAGING an activity which involves the designing and producing of the container or wrapper for a productmain function is to contain and protect the product

PACKAGING INCLUDES Primary ContainerSecondary ContainerShipping Package

Primary Container

Secondary Container

Shipping Package

STRATEGIC IMPORTANCE OF PACKAGING Packaging can make Difference Packaging sends a message Packaging may lower Distribution Cost Universal product codes speed handling

PACKAGING CAN MAKE DIFFERENCE

PACKAGING SENDS A MESSAGE

PACKAGING MAY LOWER DISTRIBUTION COST

UNIVERSAL PRODUCT CODES SPEED HANDLING

LABELING

LABEL is simple tags to complex graphics attached to products that are part of the package

FUNCTIONS Identifies the product or brandDescribes several things about the productMight promote the product through attractive graphics

LABEL CAN INCLUDE Care and use of the productRecipes or suggestionsIngredients or nutritional informationProduct guaranteesManufacturer name and addressWeight statementsSell by date and expiration datesWarnings

Care and use of the product

Recipes or suggestions

Ingredients or nutritional information

Product guarantees

Manufacturer name and address

Weight statements

Sell by date and expiration dates

Warnings

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TRADEMARK

TRADEMARK is legal term of Brandincludes any word, name, symbol, device, or any combination, used or intended to be used to identify and distinguish the goods/services of one seller or provider from those of others, and to indicate the source of goods/servicesimportant in the world of graphics file formats

ADVANTAGES Notice to the public of the registrants claim of ownership of the markLegal presumption of ownership nationwideExclusive right to use the mark on or in connection with the goods/services listed in the registration

Primary Reasons for the Existence and Protection

Facilitate and enhance consumer decisionsCreate incentives for firms to produce goods of desirable quantities

THANK YOU MARKETERS