Hi yak, Have you seen the Persuaders on PBS? Because there are so many products to catch the eye of the consumer, the challenge for marketers is to create a brand identity that becomes a life style choice and part of the identity of the consumer. Nike advertising is a perfect example. Nike could update the styles or develop more product lines, but without the swish and emotion, they would just become another pair of sneakers. So if changing packaging, the icon and feeling have to stay the same. If Geiko changed the gekko at this point, they would feel it. If Victoria's Secret stopped using a certain type of model, they, too, would feel it. The more a marketer can unite a good product with a memorable icon, and make the consumer feel an emotional attachment to the product and what the product represents, you have a winner. According to studies, and some of them are mentioned in the program, people may point out all the logical reasons why they would buy a particular product, but when they fork out the money, it is emotion that wins the day. Nike has used this concept to the max. Every ad represents a life style, the emotion of playing, the drive to win. The tension, relief, the sociality and individuality of sports. Nike has it all. So if the brand physique is changed, and the change is intended to lead in another direction, change it slowly and superficially. You want the consumer to feel like the product is part of who he is, to feel a loyalty to the brand beyond reason. To do that, you have to always make it familiar and easy to recognize over all the other brands who are seeking an emotional attachment to their product. Campbell's soup is doing this fabulously. Instead of changing packaging, Campbell's changed the emotion. Campbell's is what many of us grew up on, but now there are all the varieties of %26quot;gourmet%26quot; soups. Campbell's had to recreate itself, while not changing the familiar packaging. The ads have been doing that. Nevertheless, packaging usually needs to keep up with the times, and always look cutting edge. The best new thing that has been around for ages. Just keep certain identifiable features. As the previous answerer mentioned the change in the Aunt Jemima icon to make it more modern, but it is no longer noticeable on the shelf. The icon is no longer unique. Packaging should also be changed if the product isn't selling. The product needs to be recreated with a new lifestyle representation. Do some searches on %26quot;marketing%26quot; and %26quot;reptile brain%26quot;. I haven't done it lately, but you will come up with some interesting stuff.Change in Packaging = Change in Brand Identity ? How far is this true ?
very true. the main reason for changing a brand's look is for social acceptability and social acceptability changes with time. The %26quot;Aunt Jamima%26quot; brand pancake mix ,long ago, had a quite different looking woman on the label. she was changed from a heavy set almost slave looking woman to a younger, thinner woman to reflect more modern times. some African-Americans viewed the older label as insulting by today's standard.Change in Packaging = Change in Brand Identity ? How far is this true ?
Certainly.
product or packaging
Customers always expect change
Change = Growth
