Product identification packaging & labeling brand name & trademark

1. From-
BADM Dept.

2.  Any business mark, through which a product
can be easily identified, called its brand.
 Brand includes all those words, numbers or
writings which can be pronounced and it also
includes design of picture.
 Brand is that part which can be presented in
the form of symbols, letters, colors and
designs and which can be identified.

3.  American Marketing Association opines that,
“A brand is a name, term, symbol or design
or a combination of them which is intended
to identified the goods or services of one
seller or group of sellers and to differentiate
them from those of competitors.”

4. Words, letters, or symbols that make up a name
used to identify and distinguish the firm’s offerings
from those of its competitors.

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7. 1. On the basis of Ownership
i) Manufacturer’s Brand ii) Mediator Brand
2. Based on Market Area
i) Local Brand ii) Provincial Brand
iii) Regional Brand iv) National Brand
3. On the basis of Number of Products
i) Individual Brand ii) Family Brand
4. On the basis of Uses
i) Fighter Brand ii) Competitive Brand

8.  Simple & Short
 Recognizable
 Economy
 Brand Name
 Helpful in Advertising
 Different from other Brand
 Beauty & Pleasure
 Legal Protection
 Emotional
 Timely

9.  When a letter, name, symbol, mark, design,
picture and their combination, is registered
under law then it’s called Trademark.
 For e.g. ‘Coconut’ tree of Dalda.
 Trademark is a legally registered brand,
which can be used only by that firm or
person, who takes its legal right by getting it
registered.

10.  According to American Marketing
Association, “It is a brand which is given legal
protection because under the law it has been
appropriated exclusively by one seller.”

11.  Brand is registered under the law.
 A trademark can be adopted under law by
one firm, person or seller only.
 All trademarks are brands.
 Trademark differentiates a product from its
type.
 Practically there is no difference between
Trademark and Brand but from legal point of
view they are different.

12. Point of Difference Brand Trademark
1. Meaning When a product can be
identified through the
medium of trademark,
word, name & design.
When a Letter, Name,
sign, picture or design or
a mix of all, is registered
under law.
2. Nature All brands are not
Trademark.
All trademarks are
brands.
3. Objective Objective of a brand is to
help the identification of
product & provide it
difference & specialty.
Trademark’s objective is
to stop product’s
duplication or copy.
4. Registration Brand Registration is not
compulsory.
Trademark registration is
compulsory.

13. Point of Difference Brand Trademark
5. Legal Protection Even if a brand is copied
by other competitors, no
legal action can be taken
against them.
Whereas legal action can
be taken against the
competitors who copy
trademark
6. Creation Existence Brand can be created by
any manufacturer.
Trademark’s existence is
considered only after
registration.
7. Used Brand can be used by
different producers &
sellers.
A trademark can be used
only by that producer
who has got it registered.
8. Identity Brand provides identity
to a product.
Whereas trademark
provides identity to
business house.

14.  Packaging means to pack or cover a good, so
that it can remain safe & can be easily taken
from one place to another.
 In other words, packaging refers to the use of
container, which includes labelling &
decoration, so that it remains safe, can be
sold easily and is convenient for consumer’s
use.

15.  According to William J. Stanton, “Packaging
may be defined as, the general group of
activities in product planning which involves
designing and producing the container or
wrapper for a product.”

19. PACKAGINGOF CADBURY FROM1905-1999

20. DIFFERENTTYPES OF PACKAGINGIN CADBURY

21.  An act of wrapping or covering a product.
 A group of ordinary actions for product
planning.
 It is related to the making of wrapper of
product & its design.
 An art & science.
 An extra ordinary Promotional Scheme.
 A medium of safe transportation of goods to
consumers.
 Automatically includes branding & labelling
because label is put on package & label
mostly carries brand.

22.  Protection
 Attraction
 Action
 Interest
 Identification
 Desire
 Convenience
 Memorization
 Product Image
 Utilization & Transport Facility

23.  Consumer Packaging
 Transit Packaging
 Product line Packaging
 Multiple Packaging
 Reuse Packaging

24.  Primary packaging is the material that first
envelops the product and hold it. This usually
is the smallest unit of distribution or use and
is the package which is in direct contact with
the contents.
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25.  Secondary packaging is outside the
packaging – perhaps used to group primary
packages together
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26.  Tertiary packaging is used for bulk handling,
warehouse storage and transport shipping.
The most common form is a palletized unit
load that packs tightly into containers.
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27.  Packaging design criteria are used to make
effective packaging
1.Recognition Requirements
-Branding
-Colour
-Shapes
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31. 2.Image communication Requirements
3.Technical requirements
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33.  Labelling : The term labelling designates all labels and other
written, printed or graphic matter up on or in any package or
wrapper in which it is enclosed.