The packaging of liquid soap is fundamental to the product's usability.
The role of marketing is central to the success of a branded packaged product. Branding uses the tools of the marketing mix -- product, promotion, price and place -- to identify the firm's offerings and set them apart from competition. Packaging is a device used both to enhance the product's functionality and to communicate its benefits.
Identifying a Brand
The most fundamental step in branding a product is to associate it with a distinctive name, symbol or logo in keeping with the image marketers hope to convey. For example, an outdoor clothing brand could use a logo incorporating mountains and forests. Sometimes a brand name can be legally registered, or trademarked, with the federal government so that no competitor may copy it. Once established, the brand's identity is prominently featured in product design and promotion to reinforce the image and help consumers find the brand in a crowded marketplace.
Brand Equity
Brand equity is the value consumers perceive in a market offering in addition to its basic features and functions. It is an important point of differentiation when two products are physically alike. For example, a baby food brand seen as trustworthy by new moms would stand out from similar jars of strained fruits. Also, a high-equity brand can often command a higher price than competition. Over time, strong equity can forge enduring customer loyalty to the brand.
Packaging
Product packaging can play different roles simultaneously. Its first role is functional: a package serves to protect, preserve, organize or dispense the material inside. Often this role is fundamental to the usability of the product, as with liquid soap or heat-and-serve meals. The second role is as a means of marketing communication. The color, shape and label on a package can be designed to remind buyers of a promotion message and to help anchor the brand image.
Integrated Marketing Communication
Marketers can use a variety of promotional tools to develop a brand image that is as clear and memorable as possible. Among the most common are advertising, sales promotion, direct marketing, event marketing, personal selling and public relations. But the different tools must convey the same message in order to build synergy and avoid confusion. For example, if a skin cream brand is advertised primarily to older women, marketers would undermine its image by sponsoring a rock concert targeted to young men.
Tags: brand image, liquid soap