Brand Packaging

We are living in a world where there are ever more products available to us. In such a crowded marketplace, brand owners need to try ever harder to make their products appeal to consumers. In many situations, such as the cluttered and colourful aisles of the supermarket, brand manufacturers have very little time in which to communicate their point of difference. We have seen elsewhere in this book how differentiated brands are able to stand out from the crowd. This chapter concentrates on one particular means of differentiation — brand packaging.