Question

As a component to building a successful brand, the product should attract a positive reaction from consumers. According to your text, this can be accomplished by which of the following? (Check all that apply.)

A) By the value the product offers consumers
B) By outperforming the competition
C) Through the way a product is delivered
D) Through a product's packaging

Answer 1

The product's packaging can influence consumer reaction and brand success by offering physical differentiation, such as special features, and evoking emotions related to trust and pride, similar to how visual symbols work in social marketing campaigns.

Step-by-step explanation:

The product's packaging can attract a positive reaction from consumers and play an essential role in building a successful brand. Packaging is part of a product's physical aspects, which includes features advertisers commonly highlight such as an unbreakable bottle, nonstick surface, or a design that is newly redesigned for comfort. Beyond functionality, packaging contributes to product differentiation by providing a visual identity, evoking emotions, and delivering on intangible promises such as quality and satisfaction which are significant in shaping consumer preferences.

Successful social marketing campaigns also utilize recognizable symbols to evoke a positive emotional response and encourage behavior change, paralleling how commercial brands use visual elements in packaging to cultivate a connection with customers. An excellent flagship invokes feelings like trust and pride, which can be integral in motivating consumers to purchase and develop brand loyalty. Just as storefront displays are strategically designed to manipulate a shopper's feelings and suggest that a product enhances a customer's life, packaging can serve a similar purpose for the product on the shelf.