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

Working Title: Brand packaging: How relevant is it to the customer Dissertation example
Masters
Dissertation
Marketing
Pages 14 (3514 words)
Download 0
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. …

Introduction

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). ...
Download paper
Not exactly what you need?

Related papers

How to Sustain Customer Loyalty towards Brands
The major factors behind the overall success of the organization also lies in the offering of exquisite products and service which has enthralled the customers of Mc Donald’s for a long period of time. 54 Analysis of Secondary data: 54 Discussion and Conclusion: 61 Recommendation: 63 Limitation: 65 References 68 29.Hoyer, W, D & D, J, Macinis. (2009), Consumer Behavior. Kentucky: Cengage…
24 pages (6024 words)
Brand identity and communication strategies: how IKEA become a popular brand in China
Entailed in the rapid economic progress and growth of China is the country’s great potential for investment opportunities (Lauffs and Tan 2001). With a population of 1.3 billion, a steadily rising income level, a solid economy and a widening middle class (Weber, Wang and Ying 2009), China’s strong position in the global economic market, both as a player and market, continue to be heralded as a…
60 pages (15060 words)
How Different Stakeholder Groups Build Brand Value
In this turbulent business environment creation of brand value is not an easy process and is mainly created due to active participation of the stakeholders. The situation worsens for the new companies who enter into a market. To cite an example it took many years for Pepsi, Coca Cola, Volkswagen, and Toyota, to get them established and to become renowned brands of the world. Thus, brand equity and…
36 pages (9036 words)
The Role That Customer - Brand Identification Plays In Brand Loyalty and Brand Promotion
Background In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product. The primary intention of…
20 pages (5020 words)
International Nutrition
There are a number of factors that lead to either a high or low entry of international companies in a country. First, a heavy tax system that is highly regulated is one of these factors. While many people hold the belief that strict tax laws require a review to allow for foreign investors, others argue that they are adequate to cater for the needs of the citizens of the state as well as protect…
7 pages (1757 words)
Customer Decision Making and Behavior essay about brand personality
Branding is done for particular objectives chief among them helping in the delivery of the message to the potential clients with clarity and precision. A great brand also confirms the viability of a product and the company that presents the brand and also connects the target market with the product emotionally. A good brand also motivates buyers and gives them more reasons to identify with the…
10 pages (2510 words)
Identify your favourite brand from any sector of your choice. What makes the brand successful? Use relevant theories (branding c
The organization improved its notable Burberry check as a retail version for the item. It was an instant hit and the multipurpose; all weather coat was patronized alike by kings, maharajas and professionals. Already established as durable and practical, Burberry Parka and outerwear were promptly embraced by explorers and adventure seekers. In pair with these improvements, Burberry paced ahead with…
9 pages (2259 words)