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Importance of packaging towards customers
Review of literature on the influence of product packaging on consumer buying behaviour
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Coca-Cola. And Apple. Two companies from two very different industries, yet both have such strong brand identities, it has become iconic. A brand identity should be “the heart and soul of a brand.” [2] (Aaker, D. A., 2010, p. 68) But it’s not just a strong brand identity that has made these two brands internationally known. In both cases, it has been a strong combination of brand identity and well-considered packaging, which have put them at the forefront of their respective markets.
This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.
While people have differing opinions on what the relationship between packaging and brand identity is, it is clear that most support the idea that success depends on how well these two elements are collated. [1] On its own, a brand identity is the vessel in which a brand communicates its “identity and value[s] to consumers and […] stakeholders.” [5] (Nandan, S., 2005, p. 265) It plays a central role in a successful marketing strategy for any company, providing a brand with a “direction, purpose and meaning”. [2] (Aaker, D. A., 2010, p. 68) With such a competitive and overcrowded market, the role of a brand identity becomes essential. A brand identity helps communicate a brand’s individuality, enabling it to establish a powerful presence amongst competitors. [5] (Nandan, S., 2005, p. 265) In fact, Nandan, S. (2005, p. 276) states that,
[a] company may have a unique vision, a superior product, strong management and an efficient distribution system – yet if it is not able to convey the core benefits of the brand to its target audience it will ultimately fail. [5]
It will f...
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...an, K. S. (2000) How Packaging Shapes Brand Identities, Boxboard Containers International. (pp. 18, 19)
[5] Nandan, S. (2005) An exploration of the brand identity-brand image linkage: A communications perspective, Brand Management. (pp 264 – 278)
[6] Newman, K. A. (2009) Packaging is critical to brand identity, Packaging. (pp. 30 – 34)
[7] ¬Holdway, R., Walker, D. and Hilton, M. (2002) Eco-design and successful packaging, Design Management Journal. (pp. 45 – 53)
[8] Underwood, R. L. (2003) The communicative power of product packaging: Creating brand identity via lived and mediated experience, Journal of Marketing Theory and Practice. (pp. 62 – 76)
[9] Lashinsky, A. (2012) Inside Apple. United States. John Murray. Cited in Heisler, Y. (2012) Inside Apple’s secret packaging room. Retrieved May 28, 2014 from http://www.networkworld.com/community/node/79642
Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time.
Packaging can seriously impact your sales profits, by affecting your consumer's perceptions of your brand. How does this happen? For one thing, the purchase decisions made in-store are made unconsciously, for the most part. Yes, while traditional packaging methods are betting on your consumer's use of logic, rationality and reason, eye-tracking tests have indicated another reality. What is that reality? It's that your consumers are making their purchases based on emotion and instinct.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Packaging design- Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation
Universally, a brand is a set apart representation that represents a product's ability to stand out (Ghodeswar, B. M., 2008, 17(1), 4-12). Comparatively, every single business use logos, marks, or names, to differentiate its products from others. Moreover, our corporation produces vanilla-white yogurts with the brand name of Delightful yogurts and it was their very first product to enter the marketplace. The Delightful yogurts popularity grew better than expected in the marketplace, thus becoming a household brand name; this leads the Delightful yogurt corporation to perform a brand extension of its yogurts. Therefore, the corporation launched a variety of flavors and colors that included Banana Berry-yellow, Kiwi Lime-green, Mango Tangelo-orange,
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
The importance attached to packaging cannot be underscored by anybody. Companies use packaging as a marketing strategy and marketing is branded with frequent cases of unethical practices. Customers are always very cautious when dealing with marketers. It is because of this reason that over the time ethical packaging has been evolving and attracting attention from different government authorities for regulation. Nevertheless, businesses that are committed and have cultivated a deep culture of good ethical packaging practices continue to enjoy the benefits of ethical packaging.
When people go to a store in order to buy food or commodities, they are faced with a problem of a wide choice of goods because nowadays there is a huge range of different producers. Moreover, all of them try to be recognized on the market by creating a significant image. As a result, companies create own brands. According to American Marketing Association (2013), a brand is “a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.” Also, the process of creating connection or association between emotional perception of the consumer and company’s product with target of creating distinction and building loyalty has known as a brand management (Hislop, 2001). For instance when someone mentions Apple, most people instantly think about high quality and high-tech. Another example is Coca-cola. This company many years has and develops long-term relationships with customers by not only selling cold drinks but also providing a lifestyle. That means that loyal customers are satisfied with added value that the company offers instead of other companies (Bergström, Landgren & Müntzing, 2010). Hence, brand management influences consumers’ behaviour and satisfaction by creating brand identity and loyalty.
What comes to mind when you hear the term “brand” or “branding” in marketing? Nike? McDonalds? Five dollar foot long? Whatever it is, the importance of branding in the marketing mix should not be argued against, instead, it should be studied further to reveal what makes this aspect so important. Therefore, the following is an assessment of what a brand means to consumers and the effect it has on their purchasing behavior. This will also evaluate the importance of brands to the companies that own them and the qualities each company hopes to attain when creating their brand. Lastly, this assessment will uncover reasons for brand failure and offer suggestions on how businesses may build a stronger brand.
Safe for the shape and design, the packaging must also be stylish. The competitive nature of the marketing industry has seen people come up with sensational designs for products. In the recent history there have been pragmatic shifts in the traditional packaging styles that had dominated the ma...
The logistical function of packaging is mainly to protect the product from incidence of damage, spoilage or loss through theft or misplace goods during movement through the distribution channel. While in the context of marketing function, the packaging should be attractive enough and well design, so that it conveys the message of product attributes clearly. Quality judgments are largely influenced by product characteristics reflected by packaging, because package's overall features can underline the uniqueness and originality of the product. If the packaging attributes communicates high quality consumers assume that the product is of high quality. If the package symbolizes low quality, consumers transfer this low quality perception to the product itself. The package communicates favorable or unfavorable implied meaning about the product. Mark Speece (2004) suggests that consumers are more likely to spontaneously imagine aspects of how a product looks tastes, feels, smells, or sounds while they are viewing a product picture on the
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.
The reason to choose to analyse packaging, its sustainability and design, in the theory of Ecology was brought by the fact that it is the biggest thread to climate change, created through the work of graphic designers. A packaging could be the final product of a really interesting idea and extremely beautiful visual result. But even so, given our climate’s state of constant change, if this packaging is not designed to be eco-friendly, sustainable or organic, it already has lost its value and purpose and becomes needless and unnecessary. Such project can instantly join the massive pile of products that threaten the environment.
And there is an arguments about the packaging aim , some of them is that the packaging is more preferable to be the promotional tool rather than used in the development and extention of the product. Keller [12]
Packaging mirrors the image and uniqueness to the consumer about a company while branding a product (Mishra and Jain, 2012). Today’s consumer never differentiates the consumer product from its package, where they look the package also as a part of that product (Ahmed et. al., 2005). Packaging plays a vital role of protecting the product inside and attracting the consumer outside. Packaging has a significant part in allowing products to respond to the demands and needs of modern consumers. Packaging is a vital opportunity to build new brands or reinforce and add value to a positive experience of an existing product or brand. It also plays an important role in creating a product brand and in communicating with