MEANING OF BRANDING, PACKAGING AND LABELING|DEFINITION OF BRANDING, PACKAGING AND LABELING

BRANDING

The word ‘brand‘ has its origin in the Norwegian word Brand which means to burn. In ancient times, farmers use to put burn marks as identification on livestock to distinguish their property. A brand is a symbol, a mark, a name that acts as a means of communication. It brings about an identity of a given product.

In other words, a brand helps a customer in instant recall differentiating it thereby from the competing products of a similar nature.

DEFINITION OF BRANDING

According to AMA(American Marketing Association),” A brand name is a part of a word, letter, group of words or letters to identify the goods as well as services. These are of a seller or a group of sellers and to differentiate them from those of the competitors.”

SOME EXAMPLES:

  • LUX, DOVE, LIRIL, REXONA etc are some toilet soaps.
  • SURF EXCEL, ARIEL etc are some detergents.
  • NIVEA, VASELINE, PONDS etc are creams.

PACKAGING

Packaging is a process that speaks of the company’s ability to contain economically man-made or natural products. It is for shipment, storage, sale or final use. In other words, the packaging is an act of housing the products in the packages. These are also in containers like tins, cans, bags, jars, bottles boxes, keys, casts etc.

DEFINITION OF PACKAGING

According to William Stanton;” Packaging is the general group of activities in designing the containers or wrappers for the products.”

Simple words, packing done for product protection while the packaging is done for promotion.

LABELING

It means putting identification marks on the package. In simple and easy words, a label may be any print statement, any symbol, a piece of paper, cloth or metal. A label may also print directly on the container or an article.

DEFINITION OF LABELING

According to Mason and Rath, “Label is an information tag, wrapper or seal attached to a product or product’s package.”

FOR EXAMPLE

There is often a warning on medicines “To best used under the direction of a medical practitioner”

So a label is an informative tag, wrapper or seal of product or product’s package.

 

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