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Food labels must contain weight, dating
and storage information, UPC, etc.
Net weight is entire product minus the weight
of package and packing materials
Dating options are
Date packed
Sell by date – last day it should be sold
Best if – last day for best quality
Expiration – should not be used after

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Brand label
Gives name, logo & trademark
Descriptive label
Gives information about use, construction,
care, performance, etc.
Does not contain all the information that a
consumer might want
Grade label
Give product quality

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Informational tag, wrapper, seal or
imprinted message Main function is to inform about contents
and give directions
Protects company from liability & lawsuits

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Changing social and political atmosphere leads
to changes in product & package
Environmental packaging
Surveys indicate consumers will pay more
for these packages
Cause packaging
Promoting unrelated issues on package,
usually socially or politically motivated
Ben & Jerry’s, Body Shop

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Selling the product, Promoting the product, Communicating product identity, Provide information, Meet customer needs, Ensure safe use, Protection

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Physical container or wrapping
Approximately 10% of retail price is spent on
package
In some cases, package is most expensive
part of production

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Estimated that 75% of companies
introduce a new product brand annually
U.S. Patent & Trademark Office registers
more than 400,000 per year
Once established, brand names are
carefully protected

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Builds customer loyalty
Customers pay more for recognized names
Assures customer of quality and
consistency
To capitalize on brand exposure
Helps companies extend their products into
new target markets

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Trademark

A brand name, brand mark, trade name, trade
character or any combination that is registered
with the federal government and is legally
protected
® (registered trademark) or ™ (unregistered)
Have been expanding to include sound, color,
smell
Harley Davidson trademarked its engine
sound

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Brand Mark

Incorporates a unique symbol, coloring,
lettering or design element
Ex: Apple Computer’s apple or McDonald’s
golden arches
Trade Character
Brand mark with human form or qualities
Keebler Elves, Pillsbury Doughboy

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Words, letters or numbers that represent aproduct or service Should be easily pronounced, distinctive and recognizable Ex.: Honda Civic, Pepsi, Barbie, Big Mac

# data[].attributes.subject
Words, letters or numbers that represent aproduct or service Should be easily pronounced, distinctive and recognizable Ex.: Honda Civic, Pepsi, Barbie, Big Mac

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name, term, design, or symbol is different

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offer economy, mid-priced, and luxury lines

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IMAGE product projects
set aprat of comp
how to change the mind

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profits may be smaller than cost
sell or licence the product
recommit to the product line
discount the product
regionalize the product-restrict sales of a product to certain local areas
modernize or alter the product offering

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sales level off or slow down
most of target market owns product
spend a great deal of time and miney in effoers to fight off the comp
decide whether to continue to improve product to gain additional sales

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the product is enjoying success
increasing sales and profits
comp is aware and is offering new products to compete

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focused on promo and production least profitable stage

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think of a tomato plant the stages that a product goes through during its life

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the plan for how the business determines which products it will make or stock

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The number of product items offered within each product line
sizes proces colors styles

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the number of different product lines a business manufactures or sells
nike

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a  specific modle, brand, or size of a product within a product line
nike

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A group of closely related product manufacter and/or sold bt a buiess
nike

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Includes all the different kinds of products that a company makes or sell
Nike makes everything

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the goods, services, ideas. or a combination that provide satisfaction to a consumer

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involves making decisions about the production and sales of a business's products
products provide the consumer with satisfaction, entertainment, sociability, and achievement