Sep 7 2010
Research and Markets (http://www.researchandmarkets.com/research/29f64e/successful_brand_e) has announced the addition of the "Successful Brand Enhancement Through Packaging: Best Practice in Leveraging Unique Brand Attributes and Innovative Products" report to their offering.
Effective pack design creates packaging that reflects and enhances consumer perception of the brand; goes beyond the purely functional and practical; and creates an identity that is memorable, meaningful, differentiated, authentic, consistent, sustainable, flexible and adds value.
Design for brand enhancement demands consideration of brand communication, consumer needs, the context in which the product is sold, category norms, brand guidelines and constraints, potential pack structure or format and surface design. Packaging is one part of the marketing mix. Examining the global superbrands demonstrates how packaging is an integral part of branding and enhances the brand experience.
Out of all innovative product launches in food and drink, 68% are driven by product formulation and 15% by packaging benefit. Packaging design contributes to both the aesthetics and emotion of brand identity and the functional aspects of product usability. However, the focus of brand owners tends to be on delivering brand identity and impact and differentiating from consumers. Enhancements to improve functionality are secondary.
Consumers tend to be unaware of the various roles packaging plays in containing, protecting, communicating and enabling easy use, though to reducing environmental impact. Research has shown that aesthetic appeal is most important to consumers, followed by food safety and convenience, and then ethics and recyclability.
In crowded or mature markets, sophisticated imagery can be used on pack to reflect consumer lifestyle and connect with consumers on a different level, above and beyond the product. In the future, brand enhancement through packaging will continue to evolve in response to politically imposed requirements and changing lifestyles and cultural trends.
Key Topics Covered:
- Executive summary
- Chapter 1 The packaging market
- Chapter 2 Plastic packaging
- Chapter 3 Glass packaging
- Chapter 4 Metal packaging
- Chapter 5 Paper-based packaging
- Chapter 6 The future outlook
- List of Figures
- List of Tables
- Companies Mentioned