Chapter 6 – Branding and Packaging
Introduction
Branding is one of the most visible and powerful expressions of marketing; however, labelling and packaging are often overlooked.
This chapter and its practice activities will help you understand how packaging and labelling affect marketing products.
Next time you are out shopping, look at the packaging of products and see if you can apply these concepts to determine why specific design decisions were made.
Readings
6.4 Branding, Labeling, and Packaging from Principles of Marketing – H5P Edition (2022).- 9.5 Branding and Brand Development from Principles of Marketing (Albrecht et al., 2023).
- 9.7 Creating Value through Packaging and Labeling from Principles of Marketing (Albrecht et al., 2023).
Practice Activities
For more information on packaging, check out the following resources:
- E-Commerce Packaging vs Retail Packaging: Understanding Their Key Differences (Impack.co, 2023).
- Packaging Materials Regulations in the United States: An Overview (Shen, 2022)
Media Attributions
- H5P Image 6: Brown cardboard box on white table (https://unsplash.com/photos/brown-cardboard-box-on-white-table-isA8_lAgDjE) by Mediamodifier [mediamodifier], via Unsplash, is used under the Unsplash (https://unsplash.com/license) license.
- H5P Image 7: Jack of spade playing card (https://unsplash.com/photos/jack-of-spade-playing-card-p2E8RQDZ-Zg) by Slidebean [slidebean], via Unsplash, is used under the Unsplash (https://unsplash.com/license) license.
References
Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction.
Impack.co. (2023, March 7). E-Commerce packaging vs retail packaging: Understanding their key differences. https://impack.co/blogs/news/e-commerce-packaging-vs-retail-packaging.
Mediamodifier. (2021). Brown cardboard box on white table [Image]. Unsplash. https://unsplash.com/photos/brown-cardboard-box-on-white-table-isA8_lAgDjE.
Principles of marketing – H5P edition. (2022). BCcampus. https://opentextbc.ca/principlesofmarketingh5p/.
Shen, Y. (2022, August 16). Packaging materials regulations in the United States: An overview. Compliance Gate. https://www.compliancegate.com/packaging-materials-regulations-united-states/.
Slidebean. (2020). Jack of spade playing card [Image]. Unsplash. https://unsplash.com/photos/jack-of-spade-playing-card-p2E8RQDZ-Zg.
