Difference between Branding and Packaging

Marketing is a process that starts with having an idea about developing a product or service and ends with after-sale services, performing various activities in between. When a product/service is put into the market, the promotion process plays an important role in increasing profits, acquiring and retaining customers. Branding and Packaging are one of the most important functions that come under the concept of marketing.

What is Branding?

Branding is the process of giving a distinct identity to a product/service in order to attract customers. It includes giving a unique name, logo, or image to a product/service. Companies use branding to create a unique image in the minds of their customers and to make them aware of the product/service. Branding is a continuous process that helps the company in building long-term relationships with its customers. Branding helps the product/service to stand out in the market by making impressions in the minds of the customers.

Key takeaways from Branding:

• Branding is a continuous process helping the company in promoting its product in the market by making customers aware of the product.
• Branding creates a brand value to convince the customers that their product is different (in good terms) from the other products in the market.
• Branding involves giving the product a unique name, logo, slogan, or image.

What is Packaging?

The process of creating an attractive packet, package, cover, container, or wrapping that is used to bind the product is known as Packaging. A proper and unique packaging does not always mean attracting customers but also protecting the product. Packaging is an important step in the promotion process of marketing as it is the very first thing that the potential buyers see. Packaging helps in highlighting the brand and giving information about the product.

Key takeaways from Packaging:

• Packaging fulfills the objective of brand identification, distributing the product ensuring that it doesn’t get damaged, creating a brand image, etc.
• Packaging includes activities like designing; examining; creating the wrapper, container, or packet, etc.
• Packaging also gives important information about the product stating the nutritional values, product composition, expiration, and manufacturing date, etc., thus fulfilling the obligation of Right of Information to the Customer.

Difference between Branding and Packaging

Basis	Branding	Packaging
Meaning	Branding is the process of giving a distinct identity to a product/service in order to attract customers.	Packaging is the process of creating an attractive packet, package, cover, container, or wrapping that is used to bind the product
Purpose	The main purpose is creation of a unique identification.	The main purpose is to design a unique outer covering and ensure the protection of the product.
Objective	The main objective is to create a different image in the minds of customers.	The main objective is to highlight the brand of the product.
Components	Components include name, logo, image, and slogan.	Components include wrapper, container, and box.
Benefits	It helps in creating long-term relationships with customers.	It helps in attracting customers.
Interdependence	Branding does not rely on packaging.	Packaging relies on branding as it requires a brand name.
Types	Active Branding and Passive Branding are types of branding.	Primary Packaging, Secondary Packaging, and Tertiary Packaging are types of packaging.