Packaging Complexity Management Tip 5: Control brand variation

Packaging Complexity Management Tip 5: Control brand variation

Do you have a process to control the brand image and prevent unnecessary or undesirable proliferation of brand designs?


It is not uncommon for companies to have a range of brand images that have arisen historically:

  • Locally generated brand names and brand images.
  • Response to local market regulations requiring unique local naming or branding.
  • Legacy brand images from acquired companies who once marketed the product in a specific country.
  • 2nd brands or co-marketed products.

If standard brand images and packaging artwork designs can be maintained, it presents the opportunity to take a template approach to artwork, improving efficiency and reducing risk or error.  This is discussed further in Tip 7.

Many companies now exercise strict control over brand images and packaging designs at a global or regional level, to ensure they present a common identity to consumers.

It is extremely difficult to rationalise brand images after the event due to regulatory constraint and consumer resistance and therefore clearly defined and mandated brand guidelines are an important tool in controlling brand variation up front.

This is the fifth of a series of 20 blogs giving a view of methods to deal with packaging complexity. Please help me improve the thinking by adding your comments and share this with others who may have a view.

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