1. Memorability. A brand serves as a convenient container for a reputation and good will. In addition to an effective company name, it helps when people have material reminders reinforcing the identity of companies they will want to do repeat business with. (Yudkin, 1999)
Memorability can come from using and sticking with an unusual color combination, distinctive behavior , or with an individual, even a style of clothing . Develop your own identifiers and nail them to your company name in the minds of your public. (Yudkin, 1999)
2. Loyalty. When people have a positive experience with a memorable brand, they're more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitor's price cut. The brand identity helps to create and to anchor such loyalty. (Yudkin, 1999)
3. Familiarity. Branding has a big effect on non-customers too. Psychologists' discovery that familiarity induces liking means that people who have never done business with you but have encountered your company identity sufficient times often become willing to recommend you even when they have no personal knowledge of your products or services. (Yudkin, 1999)
4. Premium image, premium price. Branding can lift what you sell out of the realm of a commodity, so that instead of dealing with price-shoppers you have buyers eager to pay more for your goods than for those of competitors.
5. Extensions. With a well-established brand, you can spread the respect you've earned to a related new product, service or location and more easily win acceptance of the newcomer. (Yudkin, 1999)
6. Greater company equity. Making your company into a brand usually means that you can get more money for the company when you decide to sell it.
7. Lower marketing expenses. Although you must invest money to create a brand, once it's created you can maintain it without having to tell the whole story about the brand every time you market it. (Yudkin, 1999)
8. For consumers, less risk. When someone feels under pressure to make a wise decision, he or she tends to choose the brand-name supplier over the no-name one. (Yudkin, 1999)
C. The Role Packaging Play in Marketing a Brand
Packaging has been defined as all products made of any materials of any nature to be used for the containment, protection, handling, delivery and presentation of goods, from raw materials to processed goods, from the producer to the user or the consumer. The various types of packaging play a key role in the production, preservation, distribution and marketing of manufactured consumer goods and other products. (Packaging-Its Essential Role, 1997)
Packaging is now generally regarded as an essential component of our modern life style and the way business is organized. It protects the goods we buy from wastage and damage. Without packaging, materials handling would be messy, inefficient and costly. The modern consumer marketing also would be difficult. (Packaging-Its Essential Role, 1997)
Packaging is important in our lifestyle. Convenience foods, individually packed small serves, microwavable meals, "easy opening" packaging, secure packaging for pharmaceuticals and hazardous substances are all examples of packaging playing a role in assisting and promoting our lifestyles. (Packaging-Its Essential Role, 1997)
Traditionally, the primary function of a package was to simply contain and protect the product. However, factors such as increased competition and clutter on the retail store shelf have meant that for most products, packaging must perform many sales tasks, such as attracting attention, describing the product, and helping to make the sale. The often cited ‘four Ps’ of marketing: price, promotion, product, and placement are concepts that summarize the domains of marketing strategy, the packaging. As a crucial part of the both the product and promotion, packaging assists consumers to select among other relatively homogenous products. (cigarette pack graphics, 2000-2006)
Packaging is a major component of a marketing strategy. It plays an increasingly important role in the marketing of new and existing products. A unique cap or closure, a better box or wrapper, or a more convenient container size may give a firm a competitive advantage. The right type of package for a new product can help it gain market recognition very quickly. Marketers view packaging as a major strategic tool for convenience products. (Branding and Packing, 2002)
It plays an important role in differentiating competing products and can be decisive in influencing the purchasing choice of consumers. As packaging is the first thing that one notices about the product, packaging has become as important as the product itself. (Branding and Packing, 2002)
When there is less opportunity to establish brand imagery through traditional methods of advertising, as is increasingly becoming the case as advertising restrictions come into force, packaging plays a more important role in establishing and driving brand image.
The primary job of the package is to create a desire to purchase and try. To do this, it must look new and different enough to attract the attention of the consumer.
References
Designboom. cigarette packs graphics. Retrieved September 12, 2006, from www. designboom.com/history/cigarettes.html
Developing a brand (or not). (2006).
Feeney, C. (2004). What’s in a Brand Name
Gewirtz, D. (1998-2006). Palmistry and numerology; understanding branding. ZATZ Publishing.
Hague, P. Branding is Business to Business Markets. Retrieved September 12, 2006, from www.b2binternational.com
Lake, L. (2006). Brand Packaging: Are You Reflecting the Right Company Image?. The New York Times.
Lewis-Clark State College. (2002, January 8). Branding and Packaging. Retrived September 12, 2006, from www.lcs.edu
Packaging-Its Essential Role. (1997, February)
Williams, P. Products/Brands That Work. Retrieved September 12, 2006, from www.virtual.co.nz
What Makes a Brand?. (2006, February 10).
Yudkin, M. (1999). Why Bother Building a Brand?. EPromos.
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