Corpus ID: 18900501

The Role of Packaging in Brand Communication

@inproceedings{Agariya2012TheRO,
  title={The Role of Packaging in Brand Communication},
  author={Arun Kumar Agariya and Ankur Johari and Hitesh Kumar Sharma and Udit N S Chandraul and Deepali Gaur Singh},
  year={2012}
}
  • Arun Kumar Agariya, Ankur Johari, +2 authors Deepali Gaur Singh
  • Published 2012
  • Engineering
  • Packaging is considered as an integral part of the 'Product' of marketing mix. Along with basic objectives (protect ion and preservation, containment, convenience and communication) packaging serves as a promotional tool. Packaging is an important p art of the branding process as it plays a vital role in communicating the image and identity of an organization. The objective of this study is to find out role of packaging in brand communication and determining the elements/attributes of packaging… CONTINUE READING

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