Difference between Branding and Packaging

The difference between Branding and Packaging is whereas branding is creating a unique product/service, that is different from those of competitors, packaging involves designing the appropriate wrapper, container, and cover to house the product or service.

Branding

Branding is a marketing strategy used to develop a distinct name, image or logo of a product to attract the attention of the customers. Its objective is to provide a unique identity to a product so that it is different from the products of other companies. It also seeks to develop trust and loyalty among the customers for the product. In addition to creating an impression of the product in the minds of consumers, it also creates expectations within the customers regarding the brand. Companies use branding as a marketing tool to make customers aware of the product.

The process of branding is continuous, and the marketer uses it to create a long-term relationship with the customers by determining their changing requirements and providing them with products that fulfil these requirements. A product can be identified easily because of branding.

An active form of branding takes place when the marketer is able to develop a brand value for the customers, i.e. they should be able to convince the customers that their product is considerably different from others in the market. A person who is brand-conscious only selects a brand that he/she has complete faith in, and does not think about trying other brands.

There are different components of branding, for example, selecting a name, logo, image, colour and style for the product to make it distinct from similar products created by its competitors. Branding serves as a means of asserting ownership and providing a unique brand name to its product to distinguish it from the brands of its competitors.

Packaging

In the process of creating an attractive package, cover, wrapper, or container that is used to enclose the product for being distributed and sold to the customers. The purpose of packaging is not only to produce an appealing package for the product but also to keep the product safe and in its original condition. Packaging is an important element of marketing as it is the first thing that customers see about the product. Hence, it helps in the promotion of the product at the point of purchase. Packaging provides information about the brand and helps in clearly displaying a brand.

Therefore, the main objectives of packaging are:

• Create a Brand identity
• Serves as a means of communicating information about the product, including descriptive as well as persuasive information
• Distributing the product while ensuring that it is not damaged
• Serves as a means of promoting the product at the point of purchase

Packaging includes various activities pertinent to designing, examining, and creating the wrapper, container, package, etc. for enclosing a product.

Difference between Branding and Packaging

Some of the major differences between branding and packaging are discussed below

1. Meaning

Branding is the strategy used to develop a unique image of a product/service in the eyes of customers so as to attract them towards the product and create trust within them. In addition, it seeks to differentiate the product from similar products/services provided by competitors in the market. Packaging, on the other hand, refers to the process through which the container, package, wrapper or cover for enclosing a product is designed, evaluated, and produced.

2. Purpose

Branding seeks to provide a unique identity to a product and to make it different from other products in the market. On the other hand, the purpose of packaging is to promote the product and keep it safe from any damage. Packaging ensures that consumers receive the product in its original condition.

3. Elements

The different elements of branding are name, logo, colour, sign, etc., whereas packaging comprises colour, logo, font, description, etc.

4. Advantages

Branding helps in establishing trust and long-term associations with customers. It plays a part in customer retention and increases loyalty among customers. On the other hand, packaging helps in gaining the attention of customers.

Conclusion – Branding vs Packaging

Branding and packaging are very important for companies as they facilitate buying. Branding will help companies in creating trust among their customers, leading to long-term associations. Branding is used to make a product unique and distinct from other products in the market. This will be beneficial for companies in the long run. Packaging is also very important as it helps in attracting customers and compelling them to purchase the product.  It helps in drawing the attention of customers by providing them with information about the brand. Hence, marketers should focus on these two aspects if they wish to sustain brand loyalty and develop long-term relationships with customers.