Product branding and packaging decisions are crucial decisions in a new product development process. Effective branding is necessary to differentiate the product from the competitors. Most organizations use slight differentiation, in terms of naming, packaging, and advertising to sell products that are similar to the products sold by the competitors (Field et al., 2012). Brands are used to create images of the product in the mind of the consumer; a positive image is likely to affect the consumer’s attitude towards the product. Additionally, good branding differentiates the product from competing products. According to Pride & Ferrell (2000) branding delivers up to four levels of meaning to the consumer: attributes benefits, values, and personality.
The product is Yokut Gas Station; it will be located next to Tachi Hotel & Casino in Lemoore, California. Yokut Gas Station will not be selling typical gas station products, but the packaging and branding will make it stand out. The first step in creating an effective brand is defining the target market. The gas station will be targeting Tachi Hotel & Casino guests and the entire community since the nearest gas station is five kilometers away. The gas station will be developed alongside a market, a smoke shop and a convenience store. The customers visiting the market and the convenience store will also require gas station services.
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After defining the target market, a branding mission statement that captures the needs of the target market must be created. Customers are not interested in flashy and creative brands only; they are mostly motivated by the brands that fulfill their needs (Rahman & Areni, 2014). The product must be given the right product name, which shows creativity and cultural relevance as seen in the case of the Yokut Gas Station. Consequently, the brand should be catchy, emotional and creative enough to inspire customer loyalty.
Product packaging complements branding efforts. Packaging is not just the outer covering of a product, but it is a crucial marketing tool. The packaging is made up of two components: graphical and structural. The graphical components are the color and images used, while the structural components refer to the shape, size and the material used (Lee & Hoffman, 2016). A beautiful packaging creates a positive image in the minds of consumers, and it affects their purchasing decision. The design for Yokut Gas Station should be aesthetically pleasing and functional at the same time. The color, images, and logo should be accompanied by an effective structural design to create a lasting impression in the minds of consumers. The color scheme should be coordinated with the images and the logo of the product. Successful brands like Nike and Coca-Cola have used images and logos on their packaging that are embedded in the minds of consumers (Van Rompay et al., 2014).
According to Lee & Hoffman (2016), the packaging design communicates the benefits of the product to the consumer to influence buyer decisions. The packaging of the Yokut gas station should instantly reveal the services and why the consumer should be served there. It should stand out and evoke an emotional reaction. Effective packaging brings to life the vision of the marketing team. Unlike branding, the packaging is the physical components of the product that must match the brand. On the other hand, branding represents both tangible and intangible qualities of a product. A brand reflects on the consumer perception of quality, lifestyle and status; it promises value that is delivered by the product and the product’s packaging.
References
Field, J. R., Bergiel, B. J., Giesen, J. M., & Fields, C. L. (2012). Branding: perceptual effects on consumer evaluations. Competitiveness Review: An International Business Journal , 22 (3), 251-260.
Lee, S. H., & Hoffman, K. D. (2016). Wrap-Attack Pack: Product Packaging Exercise. Marketing Education Review , 26 (1), 14-19.
Pride, W. M., & Ferrell, O. C. (2000). Marketing concepts and strategies . Boston: Houghton Mifflin.
Rahman, K., & Areni, C. S. (2014). Generic, genuine, or completely new? Branding strategies to leverage new products. Journal of Strategic Marketing , 22 (1), 3-15.
Van Rompay, T. J., Fransen, M. L., & Borgelink, B. G. (2014). Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation. Marketing letters , 25 (4), 397-407.
