Branding a packaging

• A brand is a distinctive feature used to identify a product. It can be a name, term, design etc.
• A brand name refers to that part of a brand that is in words or letters and can be spoken.
• Trademark is the legal identifier of a product.
• A trade name is the full legal name of a particular organization.

Branding is helpful to both consumers and sellers. For buyers it helps in selection of products, it makes it easy to conduct quality evaluation and reduces any perceived risk of purchasing a particular product. For seller’s, it is the tool for promotion and aids in development of brand loyalty. Three degrees of brand loyalty exist.

1. Brand recognition- customers are aware of the existence of a brand and it be their choice if the preferred brand is unavailable.
2. Brand preference- This is the preferred brand and it will be consumer’s choice if it is available.
3. Brand insistence- Customers have a strong preference for a product and no substitute is acceptable

Types of brands

1. Manufacturer’s brand- This brand owes its initialization on its producer.
2. Private distributor brands- This type of product gets into the market after initiation by a reseller. The reseller owns it.
3. Generic brand- This brand only shows the category of a product.

Several factors determine the name of a brand:

1. The name should be easy to pronounce by consumers from different ethnic groups.
2. The name should at least give pointers about the usefulness of the product.
3. The name should distinct the product from competing products.
4. The name should be recognizable in a wide range of media.

Going hand in hand with branding, is packaging. Packaging refers to the process of developing a graphic design or container that will carry a product. A package protects the product from damage, it can deter shoplifting and is a promotional tool for a product.