Abstract : This article analyzes the problems that should be paid attention to in the role of packaging strategy in brand building. It points out that the design of exquisite products and modern sense of strong commodity packaging can enhance the brand's market competitiveness.
Keywords: brand building packaging role strategy
First, the role of packaging in brand building
The Rolling Rock Brewery, established in 1939, was once in trouble because of lack of brand marketing dynamism. When the brewery changed hands to the Rabite family in 1987, marketing expert John Chapelle began his magical business dynamism. Since the marketing budget allocated to Chapel was only US$15 million, Budweiser spent US$100 million a year on television advertising, and Miller Beer spent US$50-60 million on television. Advertising, in order to overcome the lack of advertising budget, Chapell decided to make packaging play a greater role. The company designed a green flask for Rolling Rock beer. Painted with a conspicuous art decoration, the package has attracted attention in numerous beers. Chapel said: Some people think that the bottle is hand-painted, unlike other brands, unique and interesting, people are willing to put it on the table. "Many consumers think that the beer contained in this kind of bottle will be better to drink." We want to highlight the fact that the Rohring Rock beer in its green flask is made from mountain spring water. Chapel explained: “The green bottles in the springs are printed on the packaging. The photos are of high quality, colorful and clear patterns. Consumers can easily identify Rolling Rock beer from 30 feet away. â€
Chapell likes to use the word "charm" to describe the new image of Rollin's Rock beer. Chapel believes that the so-called "charm" + is the bottle and packaging that makes this pleasing feeling, it does not look like Is a popular product, but there is a noble quality, and this image is also very suitable for beer itself. Packaging is extremely important to increasing Rolling Rock’s sales, which is the key to establishing the competitive advantage of Rolling Rock. It can be said that the bottle helped Rolling Rock to jump from a little-known regional brand to a nationally-renowned brand. The brand is the intangible asset of the company. Under the market economy, both the producer and the operator are cherishing their own brands, and they all want to become brand-name products. Because in the consumer field, it is an indisputable fact that consumers are buying licenses. . For this reason, companies must create a good brand image and increase the brand's market competitiveness. Commodity packaging is not only a part of the product's attributes, but also a brand's mark. It is a factor that plays a direct role for consumers in the front line of marketing and is the most effective factor for displaying the unique image of enterprises and products on a large scale. The facts in the above example fully prove this point. It is not difficult to see that a company can only design novel, eye-catching and prominent product identification marks. Pay attention to the product's unique personality is reflected in the packaging screen, to help consumers in many brands of products "eyes." At the same time, beautifully designed, profound meaning, modern sense of strong commodity packaging. It also adds a higher added value to the brand products and helps boost the brand's market competitiveness.
Second, the method of implementing packaging strategies in brand building
1 Develop art packaging to enhance the brand's image charm. The so-called art packaging is to meet the consumer's aesthetic taste and emotional consumer demand, strengthen the packaging and decoration of goods, in the form of new, extraordinary and beautiful, novel and unique patterns, simple and pleasing words, eye-catching and pleasant color, to consumers A strong visual sensation leads to psychological enjoyment of the aesthetics, and promotes the potential buying mentality into a realistic purchase behavior. An article titled "The Packaging Art of Japan is a daily aesthetic" stated that "the foundation of the Japanese packaging approach is not only purely practical, but also includes rich aesthetic content." . A good example of Japanese packaging is a 'net bag' made of straw that can hold five eggs. This unpretentious straw mesh bag contains all the important components of the Japanese packaging style. It is practical, beautiful, shows the place of origin or age of the product; sometimes it uses inscriptions to indicate the content of the contents; it is often written on the paper itself. Strong and powerful fonts are used as decorations on boxes or baskets. Although the fundamental criterion for consumers to judge the quality of goods is the quality of the products themselves, the face and clothes that are packaged as a commodity enter the consumer's vision with a first impression. Affect the consumer's choice of goods. A survey of consumer behavior in some developed countries shows that about 60% of consumers are attracted by exquisite packaging and decoration when they buy bribes. Not only that, but consumers also use familiarity, memory, association, and emotions to establish consumer confidence and use it as an important basis for permanent or habitual purchase. Therefore, to satisfy consumers' aesthetic appeal and emotional consumer demand, it is necessary to strengthen the packaging's beautification and decoration functions, and make it a relentless pursuit of packaging design and strive to achieve the goal.
2. Pay attention to humanized packaging and highlight the brand's humanistic care. The so-called humanized packaging is the packaging to strive to reflect the design ideas of pleasant people, in order to meet consumer demand for product packaging, smart 墒} appropriate quality requirements.
Under the buyer’s market conditions, the choice of consumption has been increasing, and people’s consumption behavior has also become rational and critical. Therefore, commodity packaging should not be confined to beautifying the decorative functions. It should also consider more factors such as the convenience of consumers' use of commodity packaging, their dexterity, portability, and coordination with the environment. Humanized design is to stand in the consumer's perspective, for the sake of consumers, reflecting the people-oriented design concept. For example, a newly-designed wine bottle recently appeared on the German market. The difference is that in the bottle stopper, an opener is pre-installed. The consumer simply pulls open the shrinking film and pulls out the opener handle. , you can pull out the cork. Although this new type of packaging may seem simple, it has lifted people's anxiety about the moment that they cannot find a corkscrew or a soft surgical plug when they open a traditional bottle.
3 using high-tech packaging, display brand connotation. The so-called high-tech packaging is the use of the latest scientific and technological achievements in packaging materials, packaging and decoration, packaging modeling and other aspects, so that packaging not only better protect the goods, but also make customers feel more convenient and novel. Tylenol tablets as the United States. The outer packaging is plastic and empty, and the packaging paper that is close to the vial is made of special materials. Once the outer plastic breaks, the packaging paper will change from green to red to remind people to pay attention to it. On the one hand, this kind of packaging reflects consumption. Think about business philosophy. On the other hand, it also reflects the strong packaging technology development capability of Tylenol. Such as. The “Lao Cai†canned food has a vacuum button on its cover. Its convex shape shows the freshness of the food. This is also an example of high-tech packaging.