Importance of Packaging & Branding in Marketing

by Emily Meyer; Updated September 26, 2017
Man shopping at grocery store

Branding and packaging are two of the most important components of marketing. The name, description and design of a product create its brand, differentiating one company’s product from its competition. Packaging is a marketing tool used to reflect the brand and to sell the product inside. This tool used design elements such as color, font, description and logo to drive consumers to buy the product.


The entire focus of a marketing department is to strategize methods to sell the company’s products. Branding and packaging are two of the most effective ways to do this. Once a brand has been determined, methods are employed to sell the product. Advertising, the company website and product packaging must all present a cohesive brand or image. In successful brand campaigns, customers recognize the company’s product packaging and purchase in part because they identify with the brand.


When a company brands a product, they determine its personality. Creating a brand that is instantly recognizable and perceived positively is the ultimate goal. Branding integrates components such as color, style and visual imagery to distinguish a company’s products from the competition. Developing logos, slogans and tag lines are all ways that marketers communicate a specific brand.


One of the most effective methods of branding is the use of slogans. Companies often identify a specific characteristic that sets their product apart from the competition. The slogan becomes a key component in all marketing efforts, including packaging. For example, Nike has effectively marketed both their logo and slogan “Just do it” into an easily recognized brand.


Packaging is designed to capture a customer’s attention and it can directly effect whether they buy the product or not. Innovation and creativity come into play when it comes to packaging. A well-marketed product is packaged in a way that compels the customer to pick it up and take a closer look, at which point product descriptions and graphics must be clear.

Packaging Tools

Colors, fonts, descriptions and logos are the tools that are used in packaging design. Companies market their brands by creating a specific “look and feel” to their product’s packaging. A customer must feel comfortable enough with the presentation of the company’s brand to want to purchase the product.

Company Image

Branding and packaging are created by a company. While these efforts are used to market products, they in turn market the company itself. Branding reflects the image that the company seeks to project. For example, IBM takes on a more conservative, well-established corporate image while Apple brands itself as a hip and cutting edge company. These images reflect the market that the company has identified as target customers.

About the Author

Emily Meyer is an accomplished writer and contributor on matters of business, lifestyle, and current trends. A graduate of University of San Diego, Meyer runs a Southern California based consulting firm. Her work has been published in leading publications such as Conde Nast Traveler, Elle, San Diego Magazine and Self.

Photo Credits

  • Monkey Business Images/Monkey Business/Getty Images
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