PRODUCT IDENTIFICATION Branding Packaging Labelling BRANDING Branding is the process of stamping a product with some identifying name or mark or combination of both . branding is a process by which a product is branded . BRAND A brand is a name , term ,sign , symbol , or design used to identify the products of one firm and to differentiate them from the products of the competitors. BRAND MARK It is the part of part that can be recognised but not utterable , such as a symbol , design or distinctive colouring or lettering. LOGO It is like the brand mark .with the help of pictorial symbol the company intends to communicate with the consumers . logos do not remain static. TRADEMARK Trademark is any sign, mark, symbol, words or words which indicate the origin or ownership of an article as distinguished from its quality and which others do not have the equal right to employ for the same purpose." . Advantages to the Manufacturers • • • Helpful in advertising. Easy to identify Builds product loyalty. Advantages to the Middle Men • Helps in understanding the consumer behaviour. • Lesser risk. • Increase in goodwill. Advantages to the Consumers • Easy identification. • Guaranteed quality. • Easy shopping. On the basis of ownership Manufacturers brand, middle men brand On the basis of market area:- Local brand, regional brand, national brand, international brand On the bass of number of products:- Family brand, individual brand, product line brand On the basis of uses:- Fighting brand, competitive brand, multiple brand • • • • • • Simple, Short and Sweet. Easy Pronounciation. Recognisable. Legally Protectable. Helpful in Advertising. Suitable to Buyers. It is the use of containers and wrapping material plus decoration and labelling to protect the product , to help and promote its role and to make it convenient for the consumer to use the product. . PACKAGE A package is a wrapper or container in which a product is enclosed, encased or sealed. ADVANTAGES TO THE MANUFACTURERS 1.keeps the product safe. 2.enhances goodwill. 3.promotes product. ADVANTAGES TO THE MIDDLEMEN 1.Facilitates storage. 2. Easy display. 3.Helps in transit. ADVANTAGES TO THE CONSUMERS 1.Minimum possibility of adulteration. 2.Protects the content. 3.Helps memory and recognition. . CLASSIFICATION OF PACKAGING PROTECTION CONVENIENCE IDENTIFICATION ATTRACTIVENESS PROMOTION CHANGE IN PACKAGE DECISION REASONS FOR GROWTH OF PACKAGING LABELLING Labelling is another significant means of product identification like branding and packaging.it is an act of attaching or tagging labels to the products. LABEL The label is an informative tag , wrapper or a seal attached to a product or package of a product. CONTENTS OF A GOOD LABEL 1. Brand name of a product. 2.Trademark of the company. 3.Name and address of the manufacturer. 4.Coloured photography of the product. 5.Ingredients of raw product. 6.Weight , measure etc. 7.Directions for the use of product 8.Date of packaging and expiry 9.Statury warning, if any TYPES OF LABELS • • • • Brand label Grand label Descriptive label Combination labels ADVANTAGES OF LABELLING 1. A label describes the product specialities which make the product a quick mover. 2.A label provides sufficient information about the product to the user. 3.A label is a strong tool that encourages self service operations.
