Brand is important and its strategy is considered in the units. Product packaging is
valuable for brand equity, product differentiation, market segmentation, new product introduction,
pricing, promotion etc. Brand name using plan implementation must be effective in the units.
All the marketing units pay attention to good packaging. They accept that poor packaging
is one of the causes of product failure in the market. It is necessary to set packaging standards and
to implement accordingly for better protection and promotion of a product.
Basically labels describe what made it, where it was made, when it was made, what it
contains, how to use it etc. Furthermore, they believe that the consumers are properly guided by a
label to use the product. The information given in the label and its value have to be highlighted
while promoting the product in the market. It must also be more useful technically.
We do believe that culture difference does have an impact on a company’s initiatives to
design the product package. For instance, during our research, the choices of packaging colours
are quite different between the West and Far East. Thus, we think that it is important for
multinational companies to take in consideration cultural differences when they design the
product package.
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