ABSTRACT
This chapter discusses ways that people can make people's brand stand out by developing not only a functional package that will be noticed on the shelf, but one that works in conjunction with the rest of the components in people's marketing mix to create an emotional connection with people's customer. Advertising may have drawn the consumer into the store, but people's package is what will seal the deal. Packaging has evolved from a simple box or bag to a powerful vehicle that conveys the brand’s message. The package still maintains a functional use— it houses the product and helps deliver it from manufacturer to consumer— but it serves a much different purpose when it becomes a part of the consumer’s lifestyle. Changing consumer lifestyles and the addition of shopping channels including warehouse clubs and the Internet are just two reasons why brand managers need to evaluate their packaging to ensure that they are meeting the needs of their customers.
