Sustainable Branding And Packaging

Question 1

Branding and positioning (3)

Answer 1

• branding now only identifies a particular product, but also sets it apart from the competition.
• brands should be meaningful, recognisable and memorable, capable of being legally protected and suitable for international markets.
• positioning: what the target group perceives about your brand relative to how they perceive the competition.

Question 2

The power of brand equity (2)

Answer 2

• brand equity: the extra value customers perceive that enhances their long term loyalty to the brand.
  > can insulate a company against competitive threats.
  > can help new products achieve acceptance.
• the value of strong brands:
  > encourage brand loyalty
  > boost customer lifetime value

Question 3

Pyramid of brand equity

Answer 3

Bottom to top:

1) salience - have an identity, customers need to have an awareness.
2) performance - does it meet customer need. Imagery - does it meet customer social needs.
3) judgements - perception of quality. Feelings - how does the consumer feel about the product.
4) resonance - most difficult and desirable level to achieve, feel strong connection with brand.

Question 4

Sustainable branding definition

Answer 4

• sustainable brand: the economically enduring trademarks and meanings of a product or company, it’s associations in the minds of consumers and other stakeholders rightfully include social justice and ecological sustainability.

Question 5

5 principles of sustainable branding and brief explanation

Answer 5

1) align brand practice with the brand promise - must match their actions with their claims.
2) engage stakeholders in value creation - a sustainable brand embraces the contributions of customers and other stakeholders in building the brands reputation.
3) deliver value at practical, social, environmental, and culture levels - sustainable brands need to offer practical or utilitarian benefits; benefits to society and the natural environment; and benefits that allow stakeholders to feel like they belong to a larger community that shares their values.
4) share an authentic brand story - unsubstantiated social and environmental claims tend to get exposed to the detriment of the company making the claims.
5) empower customers and society to be better - achieved when a brand engages a customers deeper needs and desires and provides a platform for action.

Question 6

10 keys to sustainable branding

Answer 6

1) understand your brand
2) understand your consumers
3) get your own house in order
4) integrate CSR
5) innovate
6) motivate
7) collaborate
8) communicate
9) enlist your customers in achieving your sustainability goals
10) measure, monitor and report

Question 7

1) understand your brand (1)
2) understand your consumers (1)
3) get your own house in order (1)

Answer 7

1) understand your brand - and the meanings of the brand to all stakeholders
2) understand your consumers - learn about present and potential customers’ social and environmental values and practices, and how those are confirmed in their brand choices.
3) get your own house in order - clean up your business’s internal operations e.g. Reduce waste, use resources effectively.

Question 8

4) integrate CSR (1)
5) innovate (1)
6) motivate (1)
7) collaborate (1)

Answer 8

4) integrate CSR - into everything the business does.
5) innovate - identify new and better ways that your brand can help customers.
6) motivate - incorporate sustainability goals into the performance reviews of sales and marketing professionals
7) collaborate - create multi functional teams or networks.

Question 9

8) communicate (1)
9) enlist your customers in achieving your sustainability goals(1)
10) measure, monitor and report(1)

Answer 9

8) communicate - tell the story of your journey to sustainability openly and honestly.
9) enlist your customers in achieving your sustainability goals - happy customers are a business’s best marketers
10) measure, monitor and report - sustainability requires measurement, benchmarking and continuous improvement in all the products and processes that contribute to brand value.

Question 10

Sustainable packaging definition

Answer 10

Manufactured, transported, and recycled using renewable energy and clean production technologies and maximises the use of renewable or recycled source materials, providing for optimal end of life disposition.

Question 11

Coca Cola sustainability project (5)

Answer 11

1) desire for efficiency and innovation
2) promotion of recycling and relabel materials
3) 85% of coca colas unit case volume is delivered in recyclable bottles and cans.
4) trimmed the weight of the 20 ounce PET plastic bottle by more than 25%
5) shaved 30 % from the weight of the 12 ounce aluminium can.

Question 12

Sustainable packaging (5)

Answer 12

• major part of a consumers experience with a product.
• major contributor to environmental pollution and degradation.
• packaging and the triple bottom line, of all aspects of a product, packaging often has the immediate financial payback for sustainability efforts.
• where packaging can’t be avoided or reduced, to be sustainable it needs to be fully and easily recyclable.
• ship products in one box instead of several.

Question 13

Sustainable labelling (2)

Answer 13

• definition: communicating information Such as carbon footprints and chemical contents, thereby enabling consumers to make more informed purchase decisions.
• 3 approaches
  1) third party certifications
  2) co branding
  3) truth in labelling

Question 14

Third party certifications (2)

Co-branding (1)

Answer 14

• third party certifications are seals that indicate a product meets certain standards for social or environmental performance.
• they can be used to reassure consumers with descriptions of a product testing and purity.
• third party certification is a form of co branding, where two organisations combine their brands to benefit both brands.

Question 15

Truth in labelling (1)

Answer 15

• some companies may actually misrepresent a products true impact on health, wealth being or the environment.