BRANDING, PACKAGING AND LABELLING
создатель Tuan Nurul Iffah
1. BENEFITS OF BRANDING
1.1. .
1.2. easily recognizable
1.3. helps consumers judge equality
1.4. helps firm introduces a new product with the same brand name
1.5. branding aids in promotional efforts
2. CHOOSING A BRAND
2.1. .
2.2. should be easy to say, spell & recall
2.3. should suggest, in a positive way, the product's uses, special characteristics and major benefits.
2.4. should be distinctive enough to set it apart from competing brands
3. PROTECTING A BRAND
3.1. .
3.2. protected through registration
3.3. guard against a brand name's becoming a generic term
4. PACKAGING FUNCTIONS & PACKAGING DESIGN CONSIDERATION
4.1. .
4.2. packaging - all of the activities involved in developing & providing a container with graphics for a product
5. DESIGN CONSIDERATIONS
5.1. cost
5.2. single/multiple units
5.3. consistency among package designs
5.4. promotional role
5.5. needs of intermediaries
5.6. environmental responsibilities
6. LABELLING MUST INCLUDE THE FOLLOWING INFORMATION
6.1. 1. For garments:
6.1.1. name of manufacturer
6.1.2. country of manufacturer
6.1.3. fabric content
6.1.4. cleaning instruction
6.2. 2. Nutrition labelling in standard for any food product which a nutritional claim is made
6.3. 3. For food:
6.3.1. ingredients
6.3.2. number of servings
6.3.3. serving size
6.3.4. calories per serving
6.3.5. calories derived from fat
6.3.6. amount of specific nutrients
6.4. 4. For non-edible items (shampoo & detergent)
6.4.1. safety precautions
6.4.2. instructions
7. EXPRESS WARRANTY
7.1. a written explanation of the producer responsibilities if the product is found to be defective of otherwise unsatisfactory
8. INTRODUCTION
8.1. .
8.2. 1. Brand name: part of a brand that can be spoken
8.3. 2. Brand mark: symbol / distinctive design.
8.4. 3. Trandemark: brand name/ brand mark registered and legally protected from use by anyone else.
8.5. 4. Trade name: complete and legal name of an organization.
9. TYPES OF BRANDS
9.1. .
9.2. Manufacturer (producer) brand -owned by a manufacturer
9.3. Store (private) brand -owned by individual wholesaler/retailer
9.4. Generic brand -product with no brand at all
10. BRANDING STRATEGIES & BRAND EXTENSIONS
10.1. 1. Individual branding
10.1.1. uses different name for each of its product
10.1.2. eg: Procter & Gamble (Ivory, Camay, Zest, Safeguard)
10.2. 2. Family branding
10.2.1. uses the same brand for all os most of its product
10.2.2. eg: Xerox
10.3. 3. Brand extensions
10.3.1. uses an existing brand to brand a new product in different product category
10.3.2. eg: Procter & Gamble named a new product Ivory Body Wash