How do you build a brand? Brand Elements II

Question 1

Packaging

Answer 1

identifies the brand - IT HAS to be consistent (+ can be protected)

provides
Persuasive information
Useful information

facilitates
Product transport and protection
in-store display & at-home storage

Attracts the customer’s attention (1st encounter often in-store, 30-50k skus)

Question 2

Shape

Answer 2

can be an identifier of the brand (+ can be protected)
(Coke bootle, Toblerone chocolate)
+ can actually be a brand element

Question 3

Packaging can create

Answer 3

a POD: If it is particularly significant or relevant to the product category.
(Or even distinctive)

Question 4

Future of packaging?

Answer 4

Possibility to enhance attraction of customers by enlightening some packages

Question 5

Eye Tracking software

Answer 5

Studies customer behaviour by detecting the areas of the aisles where he lays his eyes the most

Question 6

Colour categories

Answer 6

Yellow - Cheap 
White - Low-fat
Green - Nature, biodiversity
Black  - Luxury
Red - Power, attracts attention