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»Dress shabbily and your dress will get noticed. Dress well and you'll get noticed«.
This quotation by Giorgio Armani also applies to products. The brand must of course be recognisable and loyal
to the brand, even in the packaging it is transported in but in particular it must fascinate or irritate. Yes,
a dose of hedonism is called for here from time to time. That is more difficult than you may think since your
packaging at the POS is always directly competing with packaging from other companies. Positioning in the trade
is therefore an equally important success factor. Which shop is the product in and where can it be found on the
shelves or, better still, in the aisles? |
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Image 1
Consumer's criterion
to purchase the
product again. |
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01 analysis
target groups
competition
company/product
02 strategy
brand vision and core values
brand positioning
brand architecture
naming
brand management
brand protection
brand strategy
03 identity
corporate design
corporate behaviour
corporate communication
04 communication
communication strategy
literature
campaign
Internet
packaging
direct marketing
trade marketing
customers' magazine
05 control
implementation
monitoring
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