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Table of contents
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Sr Page
Content
no. no.
1. Branding 4

2. Packaging 8

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3. Labeling
4. Kinectic edge 20

5. Bibliography 22

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BRANDING
What is branding?
“A brand is a name, term, symbol or design or
combination of them which is intended to identify
the goods or services of one seller or group of
sellers to differentiate them from those of
competitors”
– American Marketing Association.

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Why is Branding Important?
Importance of Branding
🔹 Stand Out in a Competitive Market
Branding gives your business a unique identity that sets it
apart from competitors offering similar products or services.
🔹 Build Trust and Recognition with Customers
A consistent and professional brand image helps customers
feel confident, increasing familiarity and trust over time.
🔹 Create Emotional Connections, Encouraging Loyalty
Strong branding taps into emotions, making it easier to build
long-term relationships and customer loyalty.
🔹 Communicate Value and Quality Consistently
Your brand reflects the standards and promises of your
business, helping customers know what to expect with every
interaction.

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 Types of Brands
Brands can be classified based on ownership, market area,
and number of products.

1. Ownership
a) Manufacturer’s Brand
When the ownership lies with the manufacturer and the
producer provides the brand name to the products, it is called
a manufacturer’s brand. The manufacturer is responsible for
its marketing and for building customer loyalty.
Examples: Apple, GE, Intel, McDonald’s
b) Middleman’s Brand / Store Brand / Private Label
In some cases, manufacturers do not undertake branding
themselves. Instead, wholesalers or retail chains handle
branding.
Example: Reliance Select (a brand of Reliance Retail)

2. Market Area
a) Local Brand
When a product is available only in a local area and the brand
is restricted to regional markets, it is called a local brand.
b) National Brand
When a brand is owned by the producer or distributor and is
available across the country, it is a national brand.
Examples: AMUL, Parle-G

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3. Number of Products
a) Family Brand
When multiple products are marketed under the same brand
name, it is a family brand. Also known as umbrella branding.
Examples: Videocon, Nestle, Johnson & Johnson
b) Individual Brand
When different products in the same category are marketed
under separate brand names by one company, they are
individual brands.
Examples: P&G – Ariel & Tide (Detergents), Olay (Beauty),
Oral-B (Dental)

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PACKAGING

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What is packaging
"all the activities of designing and producing the
container for a product."
-Philip Kotler

Packaging refers to the preparation of a product for

appropriate transportation and storage. Depending
on the type of commodity, the packaging process
may entail wrapping, bottling, strapping, sealing,
marking, cushioning, bracing, weatherproofing, or
blocking.

Importance of Packaging

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Initially Packaging was considered a production-related
function and activity. While in the current context packaging
has completely changed due to competition. New
developments in packaging, have forced marketing managers
to focus on packaging design. The following aspects highlight
significance of packaging in marketing:
➤ It provides information about the product
➤ It helps in identifying brand name
➤ It assists in protecting the product
➤ It helps in product handling
➤ It aids in promoting the product
➤ It helps in offering customer convenience
➤ It helps increase in the sales of the product
➤ It adds to the use of a product
➤ It contributes to the safety of a product

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Types of Packages
There are four types of packages:
(i) A consumer package
(ii) A bulk package
(iii) An industrial package
(iv) A dual usage package
They are as discussed:

‣ (1) A consumer package

A consumer package is one which holds the required volume
of a product for ultimate consumption, is economical and can
be easily purchased by the consumer. He has the option to
purchase the pack size which he considers adequate for the
consumption for his family over a length of time and does not
involve additional investment during that period.

‣ (2) A bulk package

A bulk package is either for the consumer whose consumption
is large or is bought to save cost.
Example: oil cans etc.
The consumer package itself very often requires an outside
package in which it is transported and which is sometimes
referred to as transit package or an outer container.

‣ (3) An industrial package

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An industrial package can be a bulk package for durable
consumer goods. These are the basic package types although
many sub-divisions can be listed, e.g., strip package,
multiple package, etc., which can all be broadly listed under
these basic headings.

‣ (4) A dual use package

A dual use package is one which possesses a secondary
usefulness after its contents have been consumed.
Examples: Drinking glasses, boxes of jewellery or cigarettes,
plastic containers, refrigerator dishes, bags from flour and
feed sacks.

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Labelling

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Labeling is a part of marketing and packaging that
provides customers with essential information about the
product, including its quality, features, price, and usage.
It helps buyers make informed decisions and assists
sellers in differentiating products. Labels also include
legal, safety, and environmental information.

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Importance of Labelling
Labelling is an important part of product marketing. It helps
grab customer attention and, when combined with packaging,
can encourage potential buyers to make a purchase. Labelling
also helps differentiate a product from others on store shelves.
It provides information about the product's ingredients,
promoting awareness among consumers about what they are
consuming.

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1. Provides Product Information
Labelling gives detailed information about the product,
including its ingredients, usage instructions, manufacturing
date, batch number, and safety precautions. This helps
consumers understand the product thoroughly before use.

2. Helps in Brand Identification

A label makes it easier to identify the product and its brand
among various options on a store shelf. It helps build brand
recognition and attracts customers to choose a familiar or
trusted product.

3. Ensures Legal Compliance

Labels carry mandatory statutory warnings and meet legal
requirements. For example, messages like “Smoking is
injurious to health” are required by law, ensuring that
businesses comply with consumer protection regulations.

4. Promotes Consumer Awareness

Labelling educates consumers about the product’s features,
quality, and safety, enabling them to make informed and
confident purchasing decisions. It also builds trust between
the customer and the company.

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 Types of Labels
➤ Brand Labels
These are mainly used to popularize the brand name of the
product. They are commonly found on cosmetics such as
perfumes, lipsticks, etc., where branding plays a crucial role in
consumer appeal.

➤ Grade Labels
Grade labels highlight the quality or standard of a product.
These labels help in classifying products based on predefined

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grades. Common examples include fabric, tea leaves, etc.

➤ Descriptive Labels
Descriptive labels are used to describe the product’s features
and explain its uses. They are especially found on consumables
such as milk, where details about content and use are necessary.

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➤ Informative Labels
These labels aim to provide maximum possible information
about the product. In the case of medicines, informative labels
are essential as they list dosage, usage instructions, and even
side effects.

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 My product
The Kinetic edge

“Harnessing Motion for

Sustainable Technology”

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Branding
KINETIC EDGE is a forward-thinking tech brand that
blends energy and innovation. The name reflects constant
motion and sharp design, offering high performance in a
sleek, sustainable form. With the slogan “Harnessing Motion
for Sustainable Technology” the brand stands for eco-
conscious technology without compromising on speed, style,
or function.

Packaging
KINETIC EDGE packaging is both premium and sustainable.
Made from 100% recycled cardboard and biodegradable
materials. No plastic is used, and digital guides are accessed
via QR codes—creating a clean, eco-friendly unboxing
experience.

Labeling
Labeling is minimalist and responsible. A small label lists key
details like model, specs, and eco-certifications. A QR code
leads to digital manuals and recycling info. The brand’s
kinetic waveform symbol is embossed subtly, and all labels
use water-based ink on recyclable paper.

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 Bibliography
CBSE - Central Board of Secondary Education
https://www.investopedia.com/terms/b/branding.as
p
https://www.packagingdigest.com/sustainable-
packaging
www.packagingdigest.com

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