There are many definitions about a product, some says a product is merchandise, the commodities offered for sale, an artifact that has been created by someone or some process and a consequence of someone’s efforts of a particular set of circumstances. In marketing, it defines as a product of anything that can be offered to a market that might satisfy a want or need. It is not just a physical object but a complete bundle of benefits or satisfaction that buyers perceive when they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic and service attributes. Internet. (2006). What is a product. August 29, 2006, from
On the other hand, a brand is trade name given to particular product or service. It is the recognizable kind, a trademark. In marketing, a brand is the symbolic embodiment of all the information connected with a product or service. It includes a name, a logo, and other visual elements such as images or symbols. It also encompasses the set of expectations associated with a product or service which typically arise in the minds of the people. Such people include the employees of the brand owner, people involved with the distribution, sale or supply of the product or service and the ultimate consumers. There are many differences between a product and a brand. A product is tangible, you can see and touch it. It has physical attributes, different models, features and prices. It has objective qualities like taste, texture, color, firmness and hardness. While a brand is how the consumers feel about that product, it deals with their affection, the personality they ascribe to it, the trust and loyalty they give it. Above all, the shared experienced they have with it. It is a part of the product that you cannot put in the box. It is extremely valuable because it is incorporeal. Today, marketers are placing great emphasis on the value and importance of their brands. The people or consumers prefer to buy things for subjective reasons and not for objective reasons. The people are looking for the things that have status. They appreciate the branded products than the usual ones mainly because they had trust in it in making them comfortable and satisfied. It’s a guarantee for them if they chose to go with the branded. (2006). Marketing. August 29, 2006,
However, a brand always start with a product that services a real need or want of a market and then be wrapped with a consistency of logical and emotional appeals. Products happen by accident because the manufacturers or suppliers of a particular product sees to it that their products was made for the consumers in order for them to fill their needs and wants and branded products must be designed or built because the manufacturers or suppliers of a particular product should have been made in order to fill the craving of the consumers who were following the new styles and trends. (2006). The difference between a product and brands. August 29, 2006,
A core product is the prime purpose of a product’s existence which might be expressed in terms of function or psychological benefits. It is a problem-solving service that a customer is really buying in receiving the product. Nowadays, branded products are very important to the success of a company’s future. Although, the quality of a product and value are important factors in a successful product still, the consumers prefer to buy branded products because they were basing on the popularity of images and logos on a certain product. Most of the companies today have a customer orientation or customer focus. It means that the company is focusing on the activities and products that a customer needs. Internet (2006). Define core product. August 29, 2006, f
There are two ways in doing this: first, the customers driven approach which indicates that the consumer wants are the reason of all strategic marketing decisions. The companies believe that every aspect of market offering includes the nature of the product itself and the starting point is always the consumer. Their decision revolves around the allocation of time, money and resources for new product launch. Branded products are the result of renewal of a certain product that needs to be renewed and improved. (2006). Product Appearance and Consumer Pleasure. August 29, 2006,
Time changes and the needs and wants of the consumer is also stepping thus, product innovations should been made. Marketers and the companies as well, believe that by finding and creating the next big thing or the latest trend of a certain product will flicker the product’s revolution that will result to the increase of sales. In consumer research, a number of methods are used to determine the consumer’s preference for the functional possibilities of a product. It was found out that the people have subjective perceptions and preferences in choosing the right product. The companies considers the taste of the consumers value-based capacity because they know that it is the preference arising from them in order to make the distinctions between physical objects and the pleasure and satisfaction that they might get. This capacity was based on the beliefs and attitudes, and on the values that learned from the culture and history. In making judgments, it requires symbolic and capital forms of communicating to the particular social groups and at particular times. It also allows the distinct appropriation. The companies also considered the quality of experiences that has been determined through the consumer lifestyles. (2006). Product Design for Consumer Taste. August 29, 2006,
The companies develop core products into brands because they noticed that the demands of the people in buying new and stylish products was increasing and that they want to satisfied it by changing or improving the a certain core products into brands. Brand is the relationship in having customers. It exceeds beyond a product and if it communicates effectively to the consumers it can help in bringing the culture together. It has a lot of essence, it is not just a mere graphic look, and it also embodies customer service, the quality of the product and the dependability of delivery. Moreover, it is a performance not just a public relations.(2002, May 5). Developing a brand: create a killer brand. August 29, 2006, from
The ultimate test of packaging performs the essential tasks, to contain, to preserve, to protect and to provide information. Almost all the products must be contained or placed inside a box before they can be moved from one place to another. It plays a vital role in protecting products as they go from the manufacturer to the consumer in good condition. In that case, the product was protected in terms of climatic effects, during transportation and distribution, hazardous substance and contaminants and from infestation.
Packaging in brand marketing is very essential because it is the product whose reputation commands a price in the marketplace. The consumers regard packaging as advertising of the product itself. The contribution of packaging to brand identity is in the protection of the product, its shape, the consistency, the flavor or performance reassures the consumer that they have the brand they want. The packaging often defines the brand identity by providing a place to display the product’s name or trademark, the shape, the appeal of graphics and colors to catch the consumer’s attention, the information and instructions for the use of the product, the assurance that the product has traveled intact from the manufacturer to the particular user or consumer without tampering or damage, the functional attributes that enhances the safe use of the product and the emotional connection between the consumers and the product that makes it more desirable and unusual. (1990, March 5). Packs to play marketing role. August 29, 2006
In addition to that, packaging also plays a bigger role in marketing. It is considered as the marketing tool, an integral element in the movement towards convenience items, and it can also help meet the consumer demands for more product information. The consumer nowadays, wants more security and reliability, bound into national brands. The opportunity for protection and security of the product during shipping and handling is expected to be a major factor to motivate the packaging of branded products produce. As what had said, “brand loyalty can also play a part in the effectiveness of using specialized printed shipping products in marketing”, like the use of packaging in shipping boxes with high impact graphics. It makes easier for the retailer also for the set-up of achieving an effective display of the products, and it can also encourage the consumers in developing a brand loyalty. (1990, March 5). Packs to play marketing role. Retrieved August 29, 2006,
Packaging in today’s competitive world is responding to the pressure of the changing trends and influences, ensuring that it is able to respond and answer quickly and effectively to new challenges. It helps sell products by providing its differentiation and presentation and it increases brand awareness and convenience to the consumers. The continuous changing of demands in the market requires a higher quality graphics like trademarks and provides promotional links between the graphics and advertising to support brand identity and the ability to reflect the current consumer trends and images. Internet. (2006).Packaging-Its Essential Role. August 29, 2006,
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