Packaging box design must pay attention to brand identity

Brand equity is the added value given to a product or service. It is reflected in the way consumers think, feel and act about the brand, as well as the price, market share and profitability that the brand brings.

A collection of assets (or liabilities) associated with a brand's name and symbol that increases (or decreases) the value provided to customers (users) through a product or service.

The key to the term "brand equity" is "asset", which is more of an accounting meaning. Like other well-understood tangible assets, a brand is an intangible asset. Therefore, in addition to its own economic value (which can be valued), the brand can also bring stable excess returns to it, which is an indispensable resource for enterprises to create economic value. The term "brand equity" indicates that the brand is an important part of the intangible assets of a business.

This is the interpretation of brand equity, and it will be easier for everyone to understand by making an example of brand equity.

Consumers are like banks. Brands constantly advertise and generate sales. They store their brand information in consumers' minds. The information about brands stored in consumers' heads is brand equity.

How can these brand assets be stored in the minds of consumers? It is realized by products that carry brand symbols.

Therefore, Jiaduobao and Wanglaoji will compete for red cans, and red cans have formed a cognitive association of "herbal tea" in consumers' minds. Whoever robs the red pot is equivalent to having the withdrawal password.

What specific information or content is brand equity

First, the name of the brand is the core asset of the brand. The first precipitation of brand equity of almost all brands is in the brand name.

Second, the color of the brand. If a unique color is used for a long time, this color may become the core asset of the brand, such as Wang Laoji's red tank.

Third, brand symbols, such as the logo of Apple being bitten, and the hook of Nike are all important brand assets.

Fourth, in addition to the brand name, color, and symbol, the packaging itself and product shape may become the unique assets of the brand. For example, the bottle of Yakult is an important brand asset of Yakult. Like Oreo cookies.

Fifth, advertising slogans may also become brand assets

Knowing the concept of brand equity has a very strong guiding significance for design companies to do packaging design. In Sixi's view, a good packaging box design must do homework for the precipitation of brand equity.

For example, when Sixi designed a series of packaging for Sichuan-Chongqing Taste, the first step was to enlarge the brand name, which is the core brand asset, the logo symbol was also strengthened, and the packaging form was also kept unified. These practices are all strengthening the accumulation of brand equity. Pay attention to the accumulation of brand equity, the brand is easy to do.

To enhance the presentation of brand equity as much as possible. Packaging should be composed of brand equity and sales information. In the short term, product sales rely on sales information; long-term brand equity is precipitation, and brand equity itself becomes sales information.

The main points about packaging design must strengthen the precipitation of brand equity, I hope it will be helpful for everyone to understand that packaging design must strengthen the precipitation of brand equity.