The Importance of Effective Brand Packaging Design - Maesc.org

What is Brand / Corp. Identity?• Definition:• Means of expression for the company’s approach to business,values, and culture.• Reflects the quality of products, marketing strategies,communications media, and working environment.• Builds recognition and loyalty among consumers.• Promotes pride and appreciation among employees.• One of the most powerful tools for promotion if used effectively.• Provides customers with a sense of who and what the companystands for, especially against the competition.

Example of Effectiveness●Think of item in a specific category:• cars, foods, hotels, computers, beverages, clothes, etc.• Example: : Soft Drink -Coca-ColaCola• The Coca-Cola Cola name is the most recognized brand name in theworld.• Coca Cola is recognized by more people, in more countries,speaking more languages than any other established brand name.Please visit www.brandpoll.com for more information.

Effective Branding ExamplesVELCRO ®®® Jell-O®

Packaging and Brand Identity• Coke example:• Instantly visualize the package of a product• Gives the consumer the assurance of knowing what to expect• quality, company, features, etc.• How does the package facilitate the product?• Package Characteristics:• Size, Shape, Color, Uniqueness• Means for advertisement of logos, symbols, etc.

MSD & Brand Packaging• Current packaging designs:• Vary throughout divisions• Provide limited brand recognition for MSD• No noticeable differences between our packaging and thecompetitors. (Metal cases & trays)• Packaging is the Silent Salesman• Promotion through package functionality• Create a difference between competitors• Package is psychologically associated to product / company.• Packaging creates the 1st impression of the product

Questions & CommentsFor further information please go towww.medtronic.com and/or www.uwstout.edu