The act of creating an attractive cover for a product to catch the attention of the customers is known as packaging. It helps in protecting the product from any physical damage.
The art of placing a product in a box-like container for protection and safety purposes and for attracting customers is called packaging. There may be various layers of packaging depending on the type of the products. For example, toothpaste has three layers of packaging. The paste is first filled in a tube, which is then placed in a cardboard box. Several such boxes are packed in a corrugated box for shipping purposes. This is done for the purpose of protection. Nowadays, the packaging is done not only for protection but also as a marketing tool for attracting customers and enhancing sales volume.
The innovative packaging of products enables self-service in large departmental stores. Customers can simply pick up the products from the shelves and proceed towards the cash counters. It also helps in boosting the confidence of the consumers in choosing the right products according to their needs. As the packaging has, the brands mentioned on them, it becomes easy for loyal customers to choose the products.
Branding is a plan to create an impression of the product in the minds of the people. The concept of branding helps a business entity to survive in the long run.
An effective brand strategy plays an important role for surviving in the competitive market. A brand is a promise made to a customer. It tells the customers what they can expect from a product. Helps to distinguish the product from that of the competitors. The brand is derived from the unique features of a product and is made to keep in mind the targeted audience.
The brand logo forms the basis of a brand. The display, packaging and promotional efforts should revolve around the logo and communicate it to the people. Customers and employees gets attached to certain brands. Strong loyalties and a sense of ownership are built around them. It helps to increase the sales volume and enhance employee motivation. Hence, stakeholders must be cautious in maintaining the quality of their brands to retain loyal customers.
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