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Chapter 31
     Branding, Packaging,
         and Labeling
• Section 31.1 Branding Elements and Strategies
• Section 31.2 Packaging and Labeling
Branding Elements and Strategies
Key Terms
brand
brand name
                   Objectives
trade name
brand mark         • Discuss the nature, scope, and importance of
trade character      branding in product planning
trademark          • Identify the various branding elements
national brands
                   • List three different types of brands
private
distributor        • Explain how branding strategies are used to
brands
                     meet sales and company goals
generic brands
brand
extension
brand licensing
mixed brand
co-branding


                  Marketing Essentials Chapter 31, Section 31.1
Branding Elements and Strategies



Graphic Organizer
In a chart like the following, take notes on the
branding process.




Marketing Essentials Chapter 31, Section 31.1
Elements of Branding
brand
A name, term,
design, symbol,
or combination of   A brand  is a name, term, design, symbol, or
these elements      combination of these elements that identifies a
that identifies a   product or service and distinguishes it from its
business,           competitors. Brands include elements such as:
product, or
service and          • Brand and trade names
distinguishes it
from its             • Trade and brand marks, and trade characters
competitors.




                    Marketing Essentials Chapter 31, Section 31.1
Elements of Branding
brand name
A word, group of
words, letters, or
                     A brand name , also called a product brand, is a
numbers that
represent a          word, group of words, letters, or numbers that
product or           represent a product or service.
service; also
known as a
product brand.




                     Marketing Essentials Chapter 31, Section 31.1
Elements of Branding
trade name
A phrase or
symbol that
                    A trade name , or corporate brand, identifies and
identifies and
promotes a          promotes a company or a division of a particular
company or a        corporation.
division of a
particular
corporation; also
known as a
corporate brand.




                    Marketing Essentials Chapter 31, Section 31.1
Elements of Branding
brand mark
A unique symbol,
coloring,
                   A brand mark  is a unique symbol, coloring,
lettering, or
other design       lettering, or other design element. It is recognizable
elements.          visually and does not need to be pronounced.




                   Marketing Essentials Chapter 31, Section 31.1
Elements of Branding
trade
character
A brand mark
                   A trade character  is brand mark that has human
that has human
form or            form or characteristics.
characteristics.




                   Marketing Essentials Chapter 31, Section 31.1
Elements of Branding
trademark
A brand name,
brand mark,
                    A trademark  is a word, name, symbol, device, or
trade name,
trade character,    combination of these elements that is given legal
or a combination    protection by the federal government. Trademarks
of these            are used to prevent other companies from using a
elements that is    similar element that might be confused with the
given legal         trademarked one.
protection by the
federal
government.




                    Marketing Essentials Chapter 31, Section 31.1
Importance of Brands in Product
Planning

The use of brands is important in product planning
for several reasons:
 • To build product recognition and customer loyalty
 • To ensure quality and consistency
 • To capitalize on brand exposure




Marketing Essentials Chapter 31, Section 31.1
Generating Brand
                                       Names

                                       Companies will generate brand
                                       names by using specialized
                                       computer software, or by hiring:
                                         • Branding agencies
                                         • Naming consultants
                                         • Public relations firms

                                  Levi Strauss is the name of a specific
                                  brand of jeans.




Marketing Essentials Chapter 31, Section 31.1
Types of Brands



There are three classifications of brands, one for each
type of company that brands its products:
 • National brands (manufacturers)
 • Private distributor brands (wholesalers and
   retailers)
 • Generic brands




Marketing Essentials Chapter 31, Section 31.1
Types of Brands
national
brands
Brands that
                   National brands  are owned and initiated by
are owned and
initiated by       national manufacturers or by companies that provide
national           services, such as:
manufacturers or
service             • Hershey
companies; also     • Whirlpool
known
as producer         • Ford
brands.




                   Marketing Essentials Chapter 31, Section 31.1
Types of Brands
private
distributor
brands
Brands that are    Private distributor brands  are developed
developed and      and owned by wholesalers and retailers. The
owned by           manufacturer’s name does not appear on the
wholesalers and    product, for example:
retailers; also
known as private    • Wal-Mart’s George
brands, store
brands, dealer
                    • Radio Shack
brands, or
private labels.




                   Marketing Essentials Chapter 31, Section 31.1
Types of Brands
generic
brands
Products that do
                   Generic brands  are products that do not carry a
not carry a
company            company identity. They are generally sold in
identity.          supermarkets and discount stores.
                   Companies that manufacture and sell generic brands
                   do not heavily advertise or promote these products,
                   and therefore they can pass on savings to customers.




                   Marketing Essentials Chapter 31, Section 31.1
Branding Strategies



Some branding strategies used to meet sales and
company objectives are:
 • Brand extensions
 • Brand licensing
 • Mixed branding
 • Co-branding




Marketing Essentials Chapter 31, Section 31.1
Brand Extension
brand
extension          Brand extension  is a branding strategy that uses
A branding         an existing brand name to promote a new or
strategy that      improved product in a company’s product line.
uses an existing
brand name to      This strategy’s risk is overextending a product line
promote a new      and diluting the brand with too many products.
or improved
product in a
company’s
product line.




                   Marketing Essentials Chapter 31, Section 31.1
Brand Licensing
brand
licensing
A legal
                   Brand licensing  involves a legal licensing
authorization by
a trademarked      agreement for which the licensing company receives
brand owner to     a fee, such as a royalty, in return for allowing
allow another      another company to use its brand/brand mark/trade
company (the       character.
licensee) to use
its brand, brand
mark, or trade
character for a
fee.




                   Marketing Essentials Chapter 31, Section 31.1
Mixed Brands
mixed-brand
Selling a
combination of
                   Some manufacturers and retailers use a mixed-
manufacturer,
private            brand  strategy to sell products. They offer a
distributor, and   combination of manufacturer, private distributor, and
generic brands.    generic brands. For example, a manufacturer of a
                   national brand might agree to make a product for
                   sale under another company’s brand.




                   Marketing Essentials Chapter 31, Section 31.1
Co-Branding
co-branding
A combination of
one or more
                    A co-branding  strategy combines one or more
brands in the
manufacture of a    brands in the manufacture of a product or in the
product or in the   delivery of a service. It can also happen when two or
delivery of a       more retailers share the same location.
service.




                    Marketing Essentials Chapter 31, Section 31.1
SECTION 31.1 REVIEW
SECTION 31.1 REVIEW




   - click twice to continue -
Packaging and Labeling
Key Terms
package
mixed
bundling          Objectives
price bundling    • Explain the functions of product packaging
blisterpacks      • Identify the functions of labels
aseptic
packaging
cause
packaging
label
brand label
descriptive
label
grade label




                 Marketing Essentials Chapter 31, Section 31.2
Factors Involved In Price Planning



Graphic Organizer
In a chart like this one, take notes about the
functions of packaging.




Marketing Essentials Chapter 31, Section 31.2
Packaging
package
The physical
container or
                 A package  is the physical container or wrapping
wrapping for a
product.         for a product. Developing a product’s package is
                 an integral part of product planning and promotion
                 because the package is a selling tool.




                 Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging



Packaging fulfills several functions, including:
 • Promoting and selling the product
 • Defining product identity
 • Providing information
 • Expressing benefits and features
 • Ensuring safe use




Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging
mixed
bundling
The practice of
                   Sometimes multiple complementary items are
packaging
different          bundled together in one package. The practice of
products and       packaging different products and services together
services           is known as mixed bundling .
together.
                   Price bundling  occurs when two or more
price
                   products are placed on sale for one package price.
bundling
Two or more
similar products
are placed on
sale for one
package price.



                   Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging



Attractive, colorful, and visually appealing
packages have promotional value and can carry
important messages about the product’s
performance, features, and benefits.




Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging



Packages often promote an image such as
prestige, convenience, or status. They also give
directions for using the product and information
about:
 • Contents and nutritional value
 • Product guarantees
 • Potential hazards




Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging



  Packaging comes in different sizes to meet the
  needs of different market segments, from
  individuals to families.




Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging



Packaging can help improve product safety for the
customer. Many products formerly packaged in
glass now come in plastic containers. To
encourage customer safety, goods such as non-
prescription drugs, cosmetics, and food items are
sold in tamper-resistant blisterpacks.




Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging
blisterpack
Packaging with
preformed plastic
                    Blisterpacks  are packages with preformed
molds
surrounding         plastic molds surrounding individual items
individual items    arranged on a backing.
arranged on a
cardboard
backing.




                    Marketing Essentials Chapter 31, Section 31.2
Functions of Packaging



Packaging needs to protect a product during
shipping, storage, and display. The package design
should also prevent or discourage tampering,
prevent shoplifting, and protect against breakage
and spoilage.




Marketing Essentials Chapter 31, Section 31.2
Contemporary Packaging Issues



Packaging gives companies the opportunity to
incorporate the latest technologies and address
lifestyle changes as well as environmental, social,
and political concerns.




Marketing Essentials Chapter 31, Section 31.2
Contemporary Packaging Issues
aseptic
packaging
A food storage
                    Aseptic packaging  involves separately
process that
keeps foods fresh   sterilizing the package and the food product, and
without             filling and sealing the package in a sterile
refrigeration for   environment. Canning and bottling are examples
up to six months.   of this method, which keeps food fresh for up to
                    six months.




                    Marketing Essentials Chapter 31, Section 31.2
Contemporary Packaging Issues



Companies are trying to develop packages that
respond to consumer demand for environmentally
sensitive designs. Many companies that
manufacture spray products have switched to
pump dispensers to cut back on the release of
ozone-damaging chlorofluorocarbons (CFCs).




Marketing Essentials Chapter 31, Section 31.2
Contemporary Packaging Issues
cause
packaging
Packaging that is
                    Cause packaging  involves using packages to
used by
companies to        promote social and political causes. The issues on
promote social      the packages may be totally unrelated to the
and political       products inside.
causes.




                    Marketing Essentials Chapter 31, Section 31.2
Labeling
label
An information
tag, wrapper,
                  A label  is an information tag, wrapper, seal, or
seal, or
imprinted         imprinted message that is attached to a product or
message that is   its package. Its main function is to inform
attached to a     customers about the product’s contents and give
product or its    directions for its use.
package.




                  Marketing Essentials Chapter 31, Section 31.2
Labeling



There are three kinds of labels:
 • Brand
 • Descriptive
 • Grade




Marketing Essentials Chapter 31, Section 31.2
Labeling
brand label
Label giving the
brand name,
                   The brand label  gives the brand name,
trademark, or
logo.              trademark, or logo. It does not supply sufficient
                   product information.




                   Marketing Essentials Chapter 31, Section 31.2
Labeling
descriptive
label
A label that gives
                     A descriptive label  gives information about the
information
about the            product’s use, construction, care, performance,
product’s use,       and other features.
construction,
care,
performance,
and other
features.




                     Marketing Essentials Chapter 31, Section 31.2
Labeling
grade label
A label that
states the quality
                     A descriptive label includes date and storage
of the product.
                     information for food items. Instructions for proper
                     use and product care are provided on nonfood
                     items.
                     A grade label  states the quality of the product.




                     Marketing Essentials Chapter 31, Section 31.2
Labeling



The Fair Packaging and Labeling Act (FPLA) of
1966 established mandatory labeling
requirements. The federal Nutrition Labeling and
Education Act enacted in 1994 requires that labels
give nutritional information on how a food fits into
an overall daily diet.




Marketing Essentials Chapter 31, Section 31.2
Labeling



Health claims on food items are monitored by the
U.S. Food and Drug Administration (FDA), which
also requires that manufacturers of certain
products place health warnings on their packages.




Marketing Essentials Chapter 31, Section 31.2
Labeling



The Federal Trade Commission (FTC) monitors
labels and advertising for false or misleading
claims.
The U.S. Department of Agriculture (USDA) issues
legal standards and certification requirements for
organic labels.




Marketing Essentials Chapter 31, Section 31.2
SECTION 31.2 REVIEW
SECTION 31.2 REVIEW




   - click twice to continue -
Section 31.1
• A brand is a name, term, design, or symbol (or
  combination of these elements) that identifies a
  product or service. Brands can include a number
  of elements, such as a trade name, brand name,
  brand mark, trade character, and trademark.




                                               continued
Section 31.2
• The functions of packaging include promoting and
  selling the product, defining product identity,
  providing information, expressing benefits and
  features to customers, ensuring safe use, and
  protecting the product.


                                              continued
This chapter has helped prepare you to meet the
following DECA performance indicators:
• Explain the nature of branding.
• Describe the uses of grades and standards in
  marketing.
• Explain the use of brand names in selling.
• Describe factors used by marketers to position
  products/businesses.
• Orient new employees.
CHAPTER 31 REVIEW
CHAPTER 31 REVIEW




  - click twice to continue -

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1302 Designing Products-Products, Brand, Packaging and Services.pptx
1302 Designing Products-Products, Brand, Packaging and Services.pptx1302 Designing Products-Products, Brand, Packaging and Services.pptx
1302 Designing Products-Products, Brand, Packaging and Services.pptx
 

M e ch_31

  • 1. Chapter 31 Branding, Packaging, and Labeling • Section 31.1 Branding Elements and Strategies • Section 31.2 Packaging and Labeling
  • 2. Branding Elements and Strategies Key Terms brand brand name Objectives trade name brand mark • Discuss the nature, scope, and importance of trade character branding in product planning trademark • Identify the various branding elements national brands • List three different types of brands private distributor • Explain how branding strategies are used to brands meet sales and company goals generic brands brand extension brand licensing mixed brand co-branding Marketing Essentials Chapter 31, Section 31.1
  • 3. Branding Elements and Strategies Graphic Organizer In a chart like the following, take notes on the branding process. Marketing Essentials Chapter 31, Section 31.1
  • 4. Elements of Branding brand A name, term, design, symbol, or combination of A brand  is a name, term, design, symbol, or these elements combination of these elements that identifies a that identifies a product or service and distinguishes it from its business, competitors. Brands include elements such as: product, or service and • Brand and trade names distinguishes it from its • Trade and brand marks, and trade characters competitors. Marketing Essentials Chapter 31, Section 31.1
  • 5. Elements of Branding brand name A word, group of words, letters, or A brand name , also called a product brand, is a numbers that represent a word, group of words, letters, or numbers that product or represent a product or service. service; also known as a product brand. Marketing Essentials Chapter 31, Section 31.1
  • 6. Elements of Branding trade name A phrase or symbol that A trade name , or corporate brand, identifies and identifies and promotes a promotes a company or a division of a particular company or a corporation. division of a particular corporation; also known as a corporate brand. Marketing Essentials Chapter 31, Section 31.1
  • 7. Elements of Branding brand mark A unique symbol, coloring, A brand mark  is a unique symbol, coloring, lettering, or other design lettering, or other design element. It is recognizable elements. visually and does not need to be pronounced. Marketing Essentials Chapter 31, Section 31.1
  • 8. Elements of Branding trade character A brand mark A trade character  is brand mark that has human that has human form or form or characteristics. characteristics. Marketing Essentials Chapter 31, Section 31.1
  • 9. Elements of Branding trademark A brand name, brand mark, A trademark  is a word, name, symbol, device, or trade name, trade character, combination of these elements that is given legal or a combination protection by the federal government. Trademarks of these are used to prevent other companies from using a elements that is similar element that might be confused with the given legal trademarked one. protection by the federal government. Marketing Essentials Chapter 31, Section 31.1
  • 10. Importance of Brands in Product Planning The use of brands is important in product planning for several reasons: • To build product recognition and customer loyalty • To ensure quality and consistency • To capitalize on brand exposure Marketing Essentials Chapter 31, Section 31.1
  • 11. Generating Brand Names Companies will generate brand names by using specialized computer software, or by hiring: • Branding agencies • Naming consultants • Public relations firms Levi Strauss is the name of a specific brand of jeans. Marketing Essentials Chapter 31, Section 31.1
  • 12. Types of Brands There are three classifications of brands, one for each type of company that brands its products: • National brands (manufacturers) • Private distributor brands (wholesalers and retailers) • Generic brands Marketing Essentials Chapter 31, Section 31.1
  • 13. Types of Brands national brands Brands that National brands  are owned and initiated by are owned and initiated by national manufacturers or by companies that provide national services, such as: manufacturers or service • Hershey companies; also • Whirlpool known as producer • Ford brands. Marketing Essentials Chapter 31, Section 31.1
  • 14. Types of Brands private distributor brands Brands that are Private distributor brands  are developed developed and and owned by wholesalers and retailers. The owned by manufacturer’s name does not appear on the wholesalers and product, for example: retailers; also known as private • Wal-Mart’s George brands, store brands, dealer • Radio Shack brands, or private labels. Marketing Essentials Chapter 31, Section 31.1
  • 15. Types of Brands generic brands Products that do Generic brands  are products that do not carry a not carry a company company identity. They are generally sold in identity. supermarkets and discount stores. Companies that manufacture and sell generic brands do not heavily advertise or promote these products, and therefore they can pass on savings to customers. Marketing Essentials Chapter 31, Section 31.1
  • 16. Branding Strategies Some branding strategies used to meet sales and company objectives are: • Brand extensions • Brand licensing • Mixed branding • Co-branding Marketing Essentials Chapter 31, Section 31.1
  • 17. Brand Extension brand extension Brand extension  is a branding strategy that uses A branding an existing brand name to promote a new or strategy that improved product in a company’s product line. uses an existing brand name to This strategy’s risk is overextending a product line promote a new and diluting the brand with too many products. or improved product in a company’s product line. Marketing Essentials Chapter 31, Section 31.1
  • 18. Brand Licensing brand licensing A legal Brand licensing  involves a legal licensing authorization by a trademarked agreement for which the licensing company receives brand owner to a fee, such as a royalty, in return for allowing allow another another company to use its brand/brand mark/trade company (the character. licensee) to use its brand, brand mark, or trade character for a fee. Marketing Essentials Chapter 31, Section 31.1
  • 19. Mixed Brands mixed-brand Selling a combination of Some manufacturers and retailers use a mixed- manufacturer, private brand  strategy to sell products. They offer a distributor, and combination of manufacturer, private distributor, and generic brands. generic brands. For example, a manufacturer of a national brand might agree to make a product for sale under another company’s brand. Marketing Essentials Chapter 31, Section 31.1
  • 20. Co-Branding co-branding A combination of one or more A co-branding  strategy combines one or more brands in the manufacture of a brands in the manufacture of a product or in the product or in the delivery of a service. It can also happen when two or delivery of a more retailers share the same location. service. Marketing Essentials Chapter 31, Section 31.1
  • 22. SECTION 31.1 REVIEW - click twice to continue -
  • 23. Packaging and Labeling Key Terms package mixed bundling Objectives price bundling • Explain the functions of product packaging blisterpacks • Identify the functions of labels aseptic packaging cause packaging label brand label descriptive label grade label Marketing Essentials Chapter 31, Section 31.2
  • 24. Factors Involved In Price Planning Graphic Organizer In a chart like this one, take notes about the functions of packaging. Marketing Essentials Chapter 31, Section 31.2
  • 25. Packaging package The physical container or A package  is the physical container or wrapping wrapping for a product. for a product. Developing a product’s package is an integral part of product planning and promotion because the package is a selling tool. Marketing Essentials Chapter 31, Section 31.2
  • 26. Functions of Packaging Packaging fulfills several functions, including: • Promoting and selling the product • Defining product identity • Providing information • Expressing benefits and features • Ensuring safe use Marketing Essentials Chapter 31, Section 31.2
  • 27. Functions of Packaging mixed bundling The practice of Sometimes multiple complementary items are packaging different bundled together in one package. The practice of products and packaging different products and services together services is known as mixed bundling . together. Price bundling  occurs when two or more price products are placed on sale for one package price. bundling Two or more similar products are placed on sale for one package price. Marketing Essentials Chapter 31, Section 31.2
  • 28. Functions of Packaging Attractive, colorful, and visually appealing packages have promotional value and can carry important messages about the product’s performance, features, and benefits. Marketing Essentials Chapter 31, Section 31.2
  • 29. Functions of Packaging Packages often promote an image such as prestige, convenience, or status. They also give directions for using the product and information about: • Contents and nutritional value • Product guarantees • Potential hazards Marketing Essentials Chapter 31, Section 31.2
  • 30. Functions of Packaging Packaging comes in different sizes to meet the needs of different market segments, from individuals to families. Marketing Essentials Chapter 31, Section 31.2
  • 31. Functions of Packaging Packaging can help improve product safety for the customer. Many products formerly packaged in glass now come in plastic containers. To encourage customer safety, goods such as non- prescription drugs, cosmetics, and food items are sold in tamper-resistant blisterpacks. Marketing Essentials Chapter 31, Section 31.2
  • 32. Functions of Packaging blisterpack Packaging with preformed plastic Blisterpacks  are packages with preformed molds surrounding plastic molds surrounding individual items individual items arranged on a backing. arranged on a cardboard backing. Marketing Essentials Chapter 31, Section 31.2
  • 33. Functions of Packaging Packaging needs to protect a product during shipping, storage, and display. The package design should also prevent or discourage tampering, prevent shoplifting, and protect against breakage and spoilage. Marketing Essentials Chapter 31, Section 31.2
  • 34. Contemporary Packaging Issues Packaging gives companies the opportunity to incorporate the latest technologies and address lifestyle changes as well as environmental, social, and political concerns. Marketing Essentials Chapter 31, Section 31.2
  • 35. Contemporary Packaging Issues aseptic packaging A food storage Aseptic packaging  involves separately process that keeps foods fresh sterilizing the package and the food product, and without filling and sealing the package in a sterile refrigeration for environment. Canning and bottling are examples up to six months. of this method, which keeps food fresh for up to six months. Marketing Essentials Chapter 31, Section 31.2
  • 36. Contemporary Packaging Issues Companies are trying to develop packages that respond to consumer demand for environmentally sensitive designs. Many companies that manufacture spray products have switched to pump dispensers to cut back on the release of ozone-damaging chlorofluorocarbons (CFCs). Marketing Essentials Chapter 31, Section 31.2
  • 37. Contemporary Packaging Issues cause packaging Packaging that is Cause packaging  involves using packages to used by companies to promote social and political causes. The issues on promote social the packages may be totally unrelated to the and political products inside. causes. Marketing Essentials Chapter 31, Section 31.2
  • 38. Labeling label An information tag, wrapper, A label  is an information tag, wrapper, seal, or seal, or imprinted imprinted message that is attached to a product or message that is its package. Its main function is to inform attached to a customers about the product’s contents and give product or its directions for its use. package. Marketing Essentials Chapter 31, Section 31.2
  • 39. Labeling There are three kinds of labels: • Brand • Descriptive • Grade Marketing Essentials Chapter 31, Section 31.2
  • 40. Labeling brand label Label giving the brand name, The brand label  gives the brand name, trademark, or logo. trademark, or logo. It does not supply sufficient product information. Marketing Essentials Chapter 31, Section 31.2
  • 41. Labeling descriptive label A label that gives A descriptive label  gives information about the information about the product’s use, construction, care, performance, product’s use, and other features. construction, care, performance, and other features. Marketing Essentials Chapter 31, Section 31.2
  • 42. Labeling grade label A label that states the quality A descriptive label includes date and storage of the product. information for food items. Instructions for proper use and product care are provided on nonfood items. A grade label  states the quality of the product. Marketing Essentials Chapter 31, Section 31.2
  • 43. Labeling The Fair Packaging and Labeling Act (FPLA) of 1966 established mandatory labeling requirements. The federal Nutrition Labeling and Education Act enacted in 1994 requires that labels give nutritional information on how a food fits into an overall daily diet. Marketing Essentials Chapter 31, Section 31.2
  • 44. Labeling Health claims on food items are monitored by the U.S. Food and Drug Administration (FDA), which also requires that manufacturers of certain products place health warnings on their packages. Marketing Essentials Chapter 31, Section 31.2
  • 45. Labeling The Federal Trade Commission (FTC) monitors labels and advertising for false or misleading claims. The U.S. Department of Agriculture (USDA) issues legal standards and certification requirements for organic labels. Marketing Essentials Chapter 31, Section 31.2
  • 47. SECTION 31.2 REVIEW - click twice to continue -
  • 48. Section 31.1 • A brand is a name, term, design, or symbol (or combination of these elements) that identifies a product or service. Brands can include a number of elements, such as a trade name, brand name, brand mark, trade character, and trademark. continued
  • 49. Section 31.2 • The functions of packaging include promoting and selling the product, defining product identity, providing information, expressing benefits and features to customers, ensuring safe use, and protecting the product. continued
  • 50. This chapter has helped prepare you to meet the following DECA performance indicators: • Explain the nature of branding. • Describe the uses of grades and standards in marketing. • Explain the use of brand names in selling. • Describe factors used by marketers to position products/businesses. • Orient new employees.
  • 52. CHAPTER 31 REVIEW - click twice to continue -