SUPPORTING BRAND IMAGE THROUGH PACKAGING, BRANDING,
Packaging involves activities such as designing and producing the container for the product. To Kotler and Keller (2006), packaging may include up to three levels of material -the primary package (the container that directly holds the product), the secondary package (e.g. the box), and the shipping package (e.g. whether it will be packed in 3’s, 6’s, etc.). In the case of Apple iPhone, these three categories of packaging must apply – not only to identify the product but most importantly, to protect it.
Kotler and Keller (2006) recommended that decisions on the following must be done to ensure effectiveness of packaging:
1. Identify the brand through the package
2. Convey descriptive and persuasive information
3. Facilitate product transportation and ...view middle of the document...
According to Kotler and Keller (2006), branding is endowing products and services with the power of a brand. As such, branding is said to be creating differences. These authors further noted that to brand a product, it is necessary to teach consumers “who” the product is by giving a name and other brand elements to identify it, what the product does, and why consumers should care. To attain this, the company must be able to create mental structures to help consumers organize their knowledge about the product to help them in their buying decisions.
Consumers tend to learn more about the brand through their past experiences about it as well as through the company’s marketing program. In relation to this, Cuneo (2003), said that Apple achieves brand loyalty by delivering on its mission, “to create great things that change people’s lives.
Kotler and Keller further emphasized that the key to branding is that consumers must not think that all brands in the category are the same
Labels performs several functions – it identifies the product or brand; ( e.g. Apple), it grades the product ( e.g. A, B, C, etc); it describes the product as to who made it, where it was made, when it was made, what it contains, how it is to be used, and how to use it safely ( Kotler, 2004). The label can also serve as a promotional strategy for the product.
In order to support the brand image, particularly for Apple iPhone, the following are suggested:
1. Continuously assess the effectiveness of the level as to the functions stated earlier. Kotler noted that labels eventually become outmoded so they need freshening up.
2. Emphasize the key visual elements.
3. Continuously comply with the set mandatory requirements.
Cuneo, Alice Z. “Apple Transcends as Lifestyle Brand “. Advertising Age,
June 15, 2003, Pp. S2, S6.
Kotler, Philip and Keller, Kevin Lane (2006). Marketing Management.
Pearson Education, Inc. Upper Saddle River, N.J.