Working Title: Brand packaging: How relevant is it to the customer - Dissertation Example

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Working Title: Brand packaging: How relevant is it to the customer

Working Title: The Relevance of Brand Packaging to Coca Cola’s Marketing Strategy………………….. 1: Introduction/ Justification The concept of branding and packaging are considered as the most significant constructs in the field of marketing. The term "branding" pertains to the description of the product's name and design. It serves as the factor that adds distinction to other products in the market, which differentiates it among competition (Vargo & Lusch, 2004). On the other hand, "packaging" is marketing instrument that is utilized to reflect the personality that the brand intends to project. In that regard, one can note that the packaging is used to appeal consumers, as a means to sell the product through the collaboration of fonts, colours, logo and descriptions (Kotler & Armstrong, 2007; de Chernatony, 2006). In the field of marketing, the goal is to sell the product through formulating various strategies. The most effective means of achieving sales is through optimizing the product's brand and packaging, as these are the facets of the product that the consumers see and identify with. It is then important to note that in advertisements and promotional materials, the brand and packaging must present a cohesive image (Cretu & Brodie, 2007; Dobele, Toleman, & Beverland, 2005). ...Show more


The concept of branding and packaging are considered as the most significant constructs in the field of marketing. The term "branding" pertains to the description of the product's name and design. …
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