Brand, Packaging and Merchandising

Brand, Packaging and merchandising

Q1- Define Brand, explain the strategic function of the brand
Brand is a term, a symbol or a design, which differentiates a product from the competitor.
Branding is a process of adding value to the product by use of its packaging, brand name, promotion, and position in the mind of the consumers.
Strategic functions of the brand:
1- Brand as a sign of ownership: it tells you who is the owner of the brand.
2- Brand as differentiating device: differentiate one product to another.
3- Brand as a functional device: by looking at the brand you can know how the product is going to function.
4- Brand as a symbolic device: the brand name gives an added value to the product.
5- Brand as a risk reducer: reduces the risk in the mind of the consumer.
6- Brand as a short hand device: easy to position the product in the mind of the consumer.
7- Brand as a legal device: It gives a type of legal protection to the producer. Nobody can use the same name.
8- Brand as a strategic device: easy to frame the strategies and promote the product in the mind of the consumers.

Q2- What is packaging? Describe the effect of graphics on consumer perception & how can you evaluate the effectiveness of packaging ?
Packaging is the wrapping material around a consumer item that serves to contain identity, describe, protect, display, promote the product.
Effect of grafics?
1- Reinforce brand name logo: the colours used on the package and the wording od the pack will reinforce the image.
2- Attract attention: an eye catching graphic will make the product stand out.
3- Add esthetic quality: some packages are so attractive, people keep them and use them as containers.
4- Lifestyle aspirations: pictures on the package can show the product being used by attractive people
5- Add value game
6- Can incorporate cues symbols:
a. Horizontal lines: quite restfulness
b. Vertical lines: strength & confidence
c. Rounded lines: symbol of feminity
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