The connotation of the brand name is that it has a value higher than the socially necessary labor time. This value is embodied in the fact that the brand name has exceeded the general product requirements for its quality, technology, packaging, and trademarks. Although the packaging of brand-name products is only a small part of the brand-name strategy, it plays an important role in the growth of brand-name products. Therefore, it is necessary to further explain theoretically the packaging of brand-name products. The author believes that the packaging strategy of brand-name products should be integrated into the entire brand-name strategic system project. It is no longer just a traditional sense of packaging, it should be given a whole new concept: First, brand-name product packaging is no longer just a concept of brand-name products. One component should be regarded as an incidental product of a brand-name product, and this incidental product should also be a "brand name", that is, beyond the quality (quality), technology, and unique charm of the general (packaged) product; secondly, the display and sale of the product, The environment should be regarded as the invisible packaging of products. The following are separately described:
(1) With regard to the increasingly fierce competition in the market for brand-name packaging products, the packaging of products has increasingly become one of the focuses of competition. As a brand-name product with high added value that exceeds similar products, its packaging undoubtedly should also be outstanding and perfect. The reason why many domestic brands in China lost to foreign brands is one of the reasons why product packaging is dull, obsolete and uncompetitive. When consumers choose goods, there is a problem of “first impressionâ€, and the packaging of products is the first level of contact between physical goods and consumers. Of course, this is not a one-sided exaggeration of the role of packaging, but that if a product has both flawless quality and beautiful, beautiful, unique appearance, is not the icing on the cake? Moreover, once the packaging of brand-name products is finalized and accepted by consumers, it also begins to exist as an independent product symbol. Even if there is no physical product, only the packaging of the product can cause the association of the physical product in the minds of consumers. Nestlé coffee makers know this very well. The simple and convenient coffee packaging they designed was used again by consumers as drinking cups. When these drinking cups labeled "Nestle Coffee" appeared on the desk, on the driver's desk, on the desk, and in the streets, it actually served as a free advertising campaign. Therefore, it is necessary to emphasize the role of product packaging in product branding, which is why product packaging is a separate cause from the overall concept of physical products. It not only helps us to better understand the role of packaging, but also helps to better manage product packaging.
Once product packaging is considered as a relatively independent incidental product, it also has three levels of the general product concept: the core product layer; the tangible product layer; and the additional product layer. The product level of brand-name "packaged products" is shown in the figure:
The first layer: The core product layer is the basic utility and function provided by product packaging. Packaging as a special product, its basic function is to save physical goods and convey information. Preservation of goods refers to the packaging of goods into the inside, so that it is easy to load and unload, transport, measurement, storage and sales, and to protect the use of the value of goods - that is, preservation, moisture, light, pest control, anti-mildew, anti-corrosion, anti-rust And so on. Delivery information refers to the quality standards, specifications, raw materials, weights, usage methods, usage, usage period, manufacturer, address, trademarks, and precautions of the goods indicated on the package, so that the middlemen and consumers can obtain the packaging from Learned information. In addition, with the widespread application of modern science and technology in business and the promotion of computers, printing bar codes on packaging has become an inevitable trend. The application of bar codes is conducive to manufacturers to collect goods and market information in a timely, accurate and rapid manner, improve management, and increase competitiveness. This is a sign of commercial modernization. At present, some products in the commercial circulation sector in China have not yet been bar code-packaged, and brand-name products should play a leading role in this regard.
The second layer: The tangible product layer is the specific shape, style, quality and characteristics of the product packaging. Brand-name product packaging as a brand-name "packaged product" should also have higher added value than the packaging of similar products. In other words, the packaging of brand-name products should be of high quality, high-tech content, and be novel, unique and different in appearance. High quality is the basic requirement of brand-name packaging products, to prevent the goods from being damaged or the quality of the goods from being affected during each loading and unloading and sales process because of poor packaging quality. Brand-name products should be enhanced packaging design, so that the combination of good use of functions and the appearance of the appearance of the product. Western countries have always paid attention to the appearance design, packaging design, and display design of industrial products. They are collectively referred to as industrial designs and contain two meanings: "psychological design" and "art design." As the name implies, it aims at consumers' new, curious, and beautiful psychological and emotional factors, and creates products that cater to these psychological and unique aesthetic and artistic sensations. In general, product packaging design can be divided into artistic content type, technical content type and emotional content type. Art content type means that the product's packaging emphasizes exquisiteness, skillfulness, and singularity, pursues artistic beauty, and strives to improve its artistic charm. Such as the French dream of Paris perfume, the elegant and noble style of its unique bottle, which expresses the elegance of the perfume and Zhuo extraordinary. Technical content refers to improving the technical content of packaging products. The high-tech content of packaging is a reflection of the “brand name†brand-name goods at another level. The application of modern science and technology in packaging not only makes the packaging more novel, but also can better protect the goods. This is an important means to increase the added value of goods. Such as the United States Tylenol tablets, the outer packaging plus plastic sealed, close to the bottle of packaging paper made of special materials, once the outer plastic break, the packaging paper will change from green to red, to remind people to pay attention. This kind of unique packaging can prevent theft and damage on the one hand, and on the other hand, it also shows the strong technology development capability of Tylenol and the business philosophy for the sake of consumers. The “Lao Cai†canned food has a vacuum button on the lid of the canned food. Its concave-convex shape shows the freshness of the food. This is also a technical content type packaging. Emotional content refers to packaging products that are designed to meet the emotional consumer wave of “human nature return†and “enjoy natureâ€. For example, the exquisite packaging of the theme of “love story†in the Yuanzu Foods highlights the theme of love. , which has attracted many young consumers.
The packaging of brand-name products should be a combination of the above types. It is a fusion of rationality and sensibility, and has infinite artistic charm. It can provide consumers with beauty, superiority, comfort and spiritual enjoyment that cannot be calculated in terms of quantity.
The third layer: The additional product layer that is the packaging of brand-name products has the functions of reuse, environmental protection, decoration, anti-theft and anti-tamper. This is the best place for brand-name product packaging to reflect the difference between general product packaging and social marketing concepts in brand-name products. Reuse function means that the packaging of the product can be recycled for reuse, and it can be used for multiple purposes, reduce packaging costs, and save social resources. Environmental protection means that its materials are recyclable, do not contain acidic substances to destroy land, do not contain fluoride to damage the ozone layer, and so on. Its production process should avoid damage to the environment, reduce pollution, reduce waste, and dispose of waste packaging for easy disposal and destruction, so as to protect the environment and maintain human well-being. The decorative function, that is, brand-name packaging products can beautify physical goods, play a role in shaping the product image, increasing product blockage, and promoting and expanding sales of goods. Some brand-name product packaging can even be used by consumers to decorate a room or collect it as an artwork. Anti-theft and vandalism is an important feature of branded packaging products. The packaging of Tylenol tablets described above is a good example. It should be pointed out here: Once the branded product packaging is determined, it is not permanent. If there are better, more technologically advanced, and more advanced product packaging products on the market, brand-name products should be replaced without hesitation in order to always maintain the priority of brand-name products in this regard. Of course, brand-name product replacement packaging should be the development of inheritance, pay attention to the color of the packaging, the characteristics of the convergence.
(II) Intangible packaging of branded products Brand-name products always focus on image-building, and strive to be uniform, distinct, and unique in all aspects of production, transportation, and sales. In this way, it involves the problem of invisible packaging. The display of products, the display of exhibition halls, expositions, the placement of counters, and the overall atmosphere of the location where products are sold should be regarded as a broad package of products, but it is a wide range and intangible. The atmosphere is warm and natural, and the neat and orderly sales environment can not only promote the sales of products, but also satisfy the customer's pursuit of a relaxed and comfortable shopping fashion and fully enjoy the consumer psychological needs of shopping pleasure. This is why it is now important to stress that "famous brands enter famous stores" and "industry and commerce join forces." Therefore, brand-name products should carefully select middlemen and distribution channels. Well-chosen, famous brands and boutiques complement each other. Conversely, brand-name products appear in stores with poor reputation, consumers are psychologically unacceptable, and the brand image will be greatly reduced.
The display arrangement of branded products on the counter and in the exhibition hall should avoid congestion, keep them clean and tidy, and at the same time give as much as possible a sense of beauty, and consumers will have a sense of comfort. The atmosphere of product sales is more complex, including not only the display of products at the point of sale and the atmosphere of the store, but also the attitude and quality of the sales staff. Therefore, the plastic name brand image can not ignore the training of salespersons. A well-qualified, familiar consumer psychology and sales staff who serve the customers have a great effect on the establishment of brand-name product image. On the one hand, brand-name products must rely on well-managed and well-managed distributors, and on the other hand, they can create their own product stores according to the characteristics of the products, earnestly grasp the operating environment at the time of sales, and give full play to the immense role of invisible packaging. This is also a powerful way for brand-name products to protect their rights and interests and crack down on fake and shoddy products.
In summary, the packaging of brand-name products plays an important role in promoting the brand name of products. Perfect multi-layered systematic product packaging can give consumers a kind of psychological and emotional satisfaction that general products cannot provide, thus increasing the added value of brand-name products. The greater the added value, the higher the degree of product branding, and the easier implementation of the entire brand strategy.