Post #4- Packaging and Brand Equity

In the world of mobile phones, LED screens, and increasing worldwide internet access, it is easy to overlook one of Marketing's first, and perhaps greatest, tools: packaging.

By devoting serious time and thought to the design of their product's packaging, firms can greatly increase the value of their brand. Distinctive packaging allows a firm to differentiate its offering from those of its competitors, and facilitates brand recognition. It's simple, brilliant, and effective.

Coca-Cola is a great example of this. Millions of consumers around the world can easily identify the above image as a bottle of Coke. Don't believe in the value of this association? Let's try a short experiment.

Draw a Pepsi bottle.

....

.....

No, it's ok. I'll wait.

....
....

Nothing? That's what I expected.



With its unfathomable distribution, Coke is most likely in the maturity stage of the product life cycle. In this stage, the goal of marketing and advertising is to remind consumers of the product. Coca-Cola's globally recognized logo allows the company to promote its namesake soft-drink without a disproportionate devotion of creative talent.

Coca-Cola's iconic logo has made it one of the best-recognized brands in the world. That is the sweet, refreshing truth.



Other brands with easily recognizable packaging:

Listerine
POM
Toblerone