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Labeling
Chapter 31
Branding
Elements of Branding
Usually spoken
Elements of Branding
Types of Brands
Branding Strategies
Branding Strategies
Mixed Brands offer a combination of manufacturer,
national, generic brands
Maintain loyalty through national brand and private
brands, reach several target markets
Maximize profitability by selling a private brand product
without damaging national brand reputation
Ex: Michelin makes own brand and private label for
Sears
Co-Branding - Combines one or more brands in the
manufacturing of a product or delivery of a service
Increase customer loyalty and sales for each brand
Ex: Pop Tarts has Smuckers fruit filling; Starbucks
coffee sold at Barnes & Noble, Target, Kroger
Packaging
Functions of Packaging
Packaging Issues
Aseptic Packaging
Uses a technology that keeps foods fresh without
refrigeration for extended periods
Sterilizes the package and food, sealed in a
sterile environment
Environmental Packaging
Customers willing to pay more for products that
reduce waste; recyclable, safer for the environment
Cause Packaging
Promote social and political issues
Campbells soup and Yoplait yogurt breast cancer
Labeling
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The label has larger font and uses bright red font
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