Creating and Pricing Products that Satisfy Customers BRANDING AND PACKAGING AND LABELING. Choose any product for this activity. You may use anything lying around from a candy bar to soft drink. Your choice!! Product you are using: ________. Include a link to an image or an image(s) that you copied from another source or shot with a camera. 1. Look at the nearest snack food wrapper or soft drink container and identify the: a. brand name, b. brand mark, c. trademark, d. trade name. 2. Using the wrapper or container, explain how packaging performs three functions: a. protection, b. convenience, c. communication. 3. Is the manufacturer of the product using individual or family branding? 4. List one piece of information on the package that you would call 'labeling'. 5. Which of the three levels of brand loyalty apply to you in regards to this product? Explain.

Creating and Pricing Products that Satisfy Customers BRANDING AND PACKAGING AND LABELING. Choose any product for this activity. You may use anything lying around from a candy bar to soft drink. Your choice!! Product you are using: ________. Include a link to an image or an image(s) that you copied from another source or shot with a camera. 1. Look at the nearest snack food wrapper or soft drink container and identify the: a. brand name, b. brand mark, c. trademark, d. trade name. 2. Using the wrapper or container, explain how packaging performs three functions: a. protection, b. convenience, c. communication. 3. Is the manufacturer of the product using individual or family branding? 4. List one piece of information on the package that you would call 'labeling'. 5. Which of the three levels of brand loyalty apply to you in regards to this product? Explain.

Answer

For this exercise, let's use a standard Coca-Cola Classic long-neck bottle as the product. 1. Identification: a. Brand Name: Coca-Cola. b. Brand Mark: The unique, flowing 'Spencerian script' font of the logo and the dynamic ribbon device. c. Trademark: The registered script logo and the distinct 'contour bottle' shape (both marked with the (R) symbol). d. Trade Name: The Coca-Cola Company. 2. Packaging Functions: a. Protection: The glass or plastic bottle acts as a barrier to keep the carbonation in and prevents external contaminants from entering the drink. b. Convenience: The size is designed to fit a human hand easily, and the screw-cap allows for resealing and portability. c. Communication: The bright red and white colors immediately signal the brand identity, while the nutrition facts panel provides dietary information to the consumer. 3. Branding Strategy: The manufacturer uses family branding. The 'Coca-Cola' brand is applied to a family of products including Diet Coke, Coke Zero Sugar, and Coca-Cola Cherry. 4. Labeling: The list of ingredients (Carbonated water, High Fructose Corn Syrup, Caramel Color, etc.) is a primary piece of labeling. 5. Brand Loyalty: If the consumer always searches for a Coke and will not buy another brand if it's unavailable, they are at the 'Brand Insistence' level. If they prefer it but might buy Pepsi if Coke isn't there, it is 'Brand Preference'. If they simply recognize it among others, it is 'Brand Recognition'.