Brand Strength and Packaging24 March 2011
This white paper on brand strength and packaging, published by Pira International, assesses how brand managers quantify the performance of packaging when measuring brand strength.
The paper says that the key dimensions of packaging performance include functional, differential, ethical, financial and visual roles.
Key opportunities for packaging converters include brand-centric innovation, ergonomics and electronics, and icons and acoustics.
Brand Strength and Packaging