Marketing: Packaging and branding

Abstract

A total product is much more than a physical product. If a product is involved, it probably needs packaging. Further, physical products and services probably should be branched to make sure that they are clearly identifiable and that satisfied customers will know what to ask for next time. There is much more to packaging and branding than just buying a cardboard box and sticking on the company’s name. In some cases, the packaging and branding decisions may be more important than physical product decisions. They enable a firm to differentiate its homogeneous physical product or service and avoid pure competition. They may sell the product.