1. Identify a product for which packaging adds value and describe how that value is added for the consumer (other examples than what the text provides). Identify a second brand for which the organization uses the packaging to distinguish the brand at the point of purchase from its competitors.
Wine packaging is very important as consumer is most likely to purchase wine on the packing and the label it has. Company Purple Wine Co. wanted a successful product and Calista brand did that for it. It uses four-panel label design and these labels are stored around the bottle to include a story telling. The overall packaging adds value, makes it distinctive, luxurious and remains cost effectiveness. It is very helpful when a customer chooses a wine from a collection. It is more often that he will be attracted towards a well-packaged bottle.
2. Select 2 brands that serve the same market (others than what were discussed in the chapter). Using print advertising scanned in, screen shots, or stills from commercials, assemble supporting material that helps you describe what each brand stands for and how consumers view each brand. Is one brand better than the other based upon this evidence? Why or why not?
AT&T and Verizon are two brands which serves the USA as major telecom operators. They sell their services for mobile connections. The most effective advertisement is of AT&T which shows Times Square getting Dark and Dorothy coming back saying "Toto, I have a feeling we're not in Kansas anymore," and other clips showing smart phones and smart watches to show transformation in the telecom market. It also highlights the collaboration of AT&T and DirecTV. However, Verizon’s new advertisement "A Better Network" featuring Luke McCown showing how backup generators turn cell towers on when power goes out.
The advertisements pose different picture before customers, AT&T is showing their new collaboration and their latest offerings and on the other hand, Verizon is showing its...