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Scirj Volume IV, Issue IV, April 2016 Edition
ISSN: 2201-2796

Beyond Branding: The Logical Consequence of Packaging and Repackaging in Corporate Management Strategy

Alfred JM Edema PhD

Abstract: Packaging is made up of the non-physical, intangible or invisible parts and the physical, tangible or visible parts. Often, scholarly discourses have heavily dwelt on the physical or visible elements of packaging. This may have laid strong belief for majority of learners that packaging is almost only about how to house products. In recent time practitioners have paraded much about branding and re-branding than the supposed function that begets the brand and branding. Cognitively, packaging is the sense that gives direction to the brand. Beyond branding, packaging is, in fact, a continuous cycle, which includes product or brand maintenance even when the product is already on the shelf or in the market, and concerns with the final presentation of the brand to the customer or consumer. Thus, the package is the brand (P = B). This work is empirically conceptual, with arguments based on literature and observations which are open to provoke further thoughts.

Reference this Paper: Beyond Branding: The Logical Consequence of Packaging and Repackaging in Corporate Management Strategy by Alfred JM Edema PhD published at: "Scientific Research Journal (Scirj), Volume IV, Issue IV, April 2016 Edition, Page 11-16 ".

Search Terms: packaging, repackaging, branding, package, re-branding, brand maintenance

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