Branding, Packaging &

Labelling
Brand

 A name, term, sign, symbol or design or a

combination of them which is intended to
identify the goods and services of one seller
or group of sellers and to differentiate them
from those of competitors.
Brand name

 That part of a brand which can be vocalised

 Eg: Fiat car, Sony TV, Bata shoes
Brand mark

 That part of a brand which can be recognised

but not utterable, such as a symbol, design or
distinctive colouring or lettering.
 Reasons for branding
 It is an instrument for sales promotion in the
market, where stiff competition exists.
 It facilitates easy advt & publicity
 It creates special consumer preferences over the
product
 Sales can be increased through brands
 It arrests the immediate attention of buyers
 It differentiates the goods of a producer from
those of its competitors.
 It ensures standard quality and satisfaction to
buyers.
Conditions favourable to branding

 There must be wide spread supply of the products.

 The quality and standard of the products must be
maintained regularly
 Enforcement of product identification and differentiation
by brands must be strictly adhered to
 There must be enough demand from the general
public.
 Brand must carry through the product to the ultimate
consumer, to be more effective
 Product must have distinctive and special approach.
Undesirable characteristics of a brand

 Should not deceive or cause confusion

 Should not be contrary to any law
 Should not contain scandalous or obscene
matter
 Should not hurt religious sentiments
 Should not be similar to the existing one
Different approaches in selecting
brand names
 names communicating the
functions/attributes of the product
 Names which communicate the
speciality of the product
 Use of acronyms
 Use of the company name
Kinds of brand name
 Descriptive name
 it includes all words that describe the product
 Suggestive name
 The name suggests something about the function
of the product
 Arbitrary name
 It is a name which neither relates to the product
nor the producer
 Coined name
 Importance is given to the producer’s identity
Options in branding
 Individual brand names
 Here each product of the company is given an
independent brand name
 Family/ umbrella brand
 In this case different products of the company are
marketed under one brand name
 Company name as brand name
 In certain cases, the company name itself is used as
brand name under which varied products are marketed
 Middlemen’s brand/ store brand
 Some manufacturer’s leave their products for branding
by the distributors/ retail chains as per choice
Benefits of family branding

 Promotion becomes easier and less

expensive
 Advertising and promotion efforts can be
combined for all the products falling under the
family brand. New product launches becomes
easier and cheaper
 New products enjoy a ready recognition and
a market set up.
Logo

 Logo is a pictorial symbol intended to

communicate with the consumers
Brand extension

 Basically means extending a brand name to

more products
 An effective weapon in brand management
Why firms opt for brand extensions?

 Helps the new item to acquire instant brand

recognition
 Saves cost, a brand extension costs much
less than launching a new brand.
 Helps leverage the strength of the existing
brand to new additions within the line, within
the category and outside the category.
Why firms opt for brand extensions?
 When a brand lends for premium pricing,
benefit of brand extension is all the more
significant
 It is a tremendously less expensive way of
introducing new products.
 Extensions also help build the brand into a
super brand in the minds of consumers.
Types of brand extensions
 Line extension
 Extended to other items in the same product
line
 Simplest form of brand extension
 Category extension
 Here the brand is extended over different
products, but the products are related in
someway, ie, they belong to a category
 Outside category extension
 Here the brand is extended across completely
new & unrelated products, falling under
altogether different product categories
Main requirements for success of
brand extension
 Consistency factor
 There must be consistency between the parent
brand & the extensions
 Brand’s area of expertise
 Extension of brand name has a better chance of
success when it is to a product which is within the
brand’s area of expertise
 Benefit transfer
 Parent brand’s benefits must be transferable and
be transferred to extensions
Brand rejuvenation
 Involves adding value to an existing brand by
improving product attributes and enhancing
its overall appeal.
 Intended to refocus the attention of
consumers on an existing brand
 Helps overcome the consumer’s boredom in
seeing the same product on the shelves year
after year
 Key factor behind it is consumer’s desire for
change
Objectives of brand rejuvenation

 aims at revival of a brand. The intention is to

breathe some life into a brand that may be
showing signs of decline.
 Even healthy, successful brands may need
occasional rejuvenation. It helps keep the
brand live and in focus.
 Brands appear with the tag ‘new’
Brand equity

 The unique set of brand assets and liabilities

that is linked to a brand.
 It is the net result of all the investment &
effort that a marketer puts into building a
brand
Label

a part of the product which carries verbal

information about the product or the seller
Types of labels
 Brand label
 Simply popularising the brand name of the
product
 Grade label
 Identifies or emphasises the quality standards or
grades
 Descriptive label
 Gives written or illustrative objective information
about the use, care, performance and other
features of the product
Functions of labelling

 It enables the producer to give clear

instructions about the uses of the product
 Price variations caused by the middlemen are
avoided bcoz price is printed and maintained.
 Manufacturer buyer relation is established
 Buyers can easily identify the product
A complete label gives the following
information :
 Brand name
 Address of the producer
 Gross and net quantity of the content
 Ingredients in the product
 Directions for use
 Precautionary measures
 Nature of the product
 Date of packing and expiry
 Retail price
Packaging

 An activity which is concerned with

protection, economy, convenience and
promotional considerations of a product
Functions of packaging

 product protection
 Product containant
 Product attractiveness
 Product identification
 Product convenience
 Effective sales tool
Kinds of packaging
 Consumer package
 Is a kind of package which holds the required volume of
product for the household consumption
 Family package
 When products are related in use and are of similar quality,
the firm makes the packages identical for all products by
using common features on all the packages
 Reuse package
 Multiple packages
 The practice of using several units in one container