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Marketing and Branding: How the Right Packaging Can Boost your Business?

June 23, 2015

The first lesson of marketing is to follow the 6 P’s of developing an effective plan:

• Product
• Price
• Placement
• Promotion
• People
• Process.


A product brand is a name, phrase, sign, logo, design, or combination of these, that forever identifies the provider / seller of the product or service. Branding adds to the product’s personality and recognized value. Many consumers purchase solely on the strength of brand, regardless of price or performance (i.e.: Starbucks coffee, Nike shoes).

The first identifiable branding is the business’ logo, or trademark (i.e.: the Nike “swoosh”). A trademark distinguishes the goods or services from those of your competitors. Once the trademark is licensed, it gives exclusive rights to the business to commercially use, license, or sell the trademark. No other business, then, may commercially use the trademark within the class of goods and services it’s registered. The business has a unique product or service which it has branded. The trademark legally protects the brand.


“Packaging is the single most important brand component … brands have less than seven seconds to get the consumer to notice their product on the shelf,” states Gwen Blake, of packaging design consultancy Boxer & Co.

Packaging is the product’s covering, wrapper, or container (i.e.: Starbucks white cup with logo). It protects the product from manufacturer to the shelf to the consumer in good usable condition. The packaging also depicts the business’ brand personality as well as important (and required) safety information.

There is the primary packaging, which contains the individual product (i.e.: a can), and the secondary packaging which contains a quantity of products (i.e.: a carton).

1. Semiotics, how people interpret signs and symbols, is considered a valuable branding tool. Caution is advised before re-vamping the product’s packaging or logo, however. Subconsciously, the consumer looks for the familiar product symbol on the shelf. When they do not see it, they choose a substitute product. The business risks the customer not returning when the new packaging is finally put back on the shelves. The customer might not recognize the newly packaged product, or worse, they might prefer the substitute to the original product.

2. Private labeling packaging is increasing competition among brands. A business’ private labeling does not need to imitate their competitors or allowed to rely on functionality alone any longer. Private labeling packaging must be creative, innovative, and elicit some consumer emotion or feeling about the product.

3. Defining new visual codes and causing visual disruption on the shelf is a contemporary (entrepreneurial) branding strategy. For older companies rebranding themselves, incorporating existing brand elements (colors, logo, and name) into the new packaging and new branding is essential to retaining loyal customers while attracting new ones. For instance, re-design the package but keep the brand’s colors, or change the package and slightly upgrade the brand name (i.e.: The Fruit King Co., re-branded as Fruit & King).

4. Green packaging that incorporates “design, recycling, and product stewardship” appeals to consumers as well as businesses who gain economically as well as from various state incentives.

Marketing, branding, and packaging must effectively work together to promote the characteristics of the good or service, its quality, design, features, and returns.

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