Along with the functional properties of a product, consumers may also evaluate the physical or personality characteristics of a product. In other words, consumers do not only buy a product for they know what it is good for but also because of their feelings toward that product. The basis of branding and packaging strategies is this kind of consumer behavior; the fact that the buying decision is made on the basis of some rational and emotional concerns.
The brand name, logo and packaging need to have a triggering effect on the perception of the consumer. Put differently, it should create-- both at the rational and emotional levels-- countless images, pictures and associations based on a perception of the product, the brand and manufacturing company as a whole, the quality of the product, what need it meets, the ease of use and so on.
Therefore it is extremely important to research what the consumers associate with the brand and logo of a product to be launched, how much the brand name and logo can represent the product, how easy it is to spell it out, how memorable it is, how much it can distinguish itself from others, and how much attention it gets.
In a similar vein, the packaging to carry the product inside and the logo on should be in support of what kind of influence the product and logo aim at creating. The packaging should be tested with the consumers regarding several criteria such as its graphic design, color, size, how convincing it is for purchase, its contribution to the product and brand image, ease of use, and distinctive qualities.
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