ABSTRACT
The package has become a symbol of everything that advertising and experience have established in the consumer’s mind about a product. Without its package, a brand is nothing more than a commodity. The notion of the package as a unique signature element is so powerful that it helped displace the storekeeper as adviser and counselor to the consumer. The combination of branding and packaging made possible the self-service revolution in the marketplace, a change many retailers did not welcome at first, as it came at the expense of their control over portions and prices.
