1. Branding & Packaging
Sales & Promotion 1
Chapter 31

2. Importance of Branding
 Branding projects an image to its
customers and the marketplace.

3. Brand Name
 Can be a word, group of words, letters
or numbers that represent a product or
service. (Should be easily
recognizable.)
Example: Pepsi, Pop-Tarts, Big Mac

4. Trade Name
 Identifies and promotes a company
 It is the legal name the company uses
to do business.
Example: Nike, Dell, Proctor & Gamble

5. Search Results
Brand Mark
 A brand that incorporates a unique
symbol, coloring, lettering, or other
design elements. (Recognized
visually.)
Example: US Postal service’s (eagle)
Apple Computer’s (apple)
Nike’s (swoosh)

6. Trade Character
 Takes on human form or a character.
Example: Jolly Green Giant
Pillsbury Doughboy
Keebler Elves

7. Functions of Packaging (See
page 662)
 Promotes product
 Provides information, features &
benefits
 Protects the product

8. Mixed Bundling
 The practice of packaging
complimentary products and services
together.
*Shampoo & Conditioner
*T’Shirt/Hat (Gander Mountain)

9. Environmental Packaging
 Reusable/recyclable
 Americans support less wasteful
packaging

10. Cause Packaging
 Using packaging to promote social and
political causes.
Example: Ben & Jerry’s: Save the
Rain Forests

11. Price Bundling
 Occurs when two or more similar
products are placed on sale for one
package price.
Bath & Body (Package many items
together—soaps, body wash, etc…)

12. Blisterpacks
 Tamper-resistant packages that are
preformed plastic molds surrounding
individual items arranged on a backing.
(Drugs, food, cosmetics, etc…)
 See page 665. (New Grapemelon gum)