Marketing Management, 16th Edition

Labeling

The label can be a simple attached tag or an elaborately designed graphic that is an inherent part of the package. It might carry a great deal of information or only the brand name. Even if the seller prefers a simple label, the law may require more.

A label performs several functions. First, it identifies the product or brand, as does the name Sunkist stamped on oranges. It might also grade the product; canned peaches are grade-labeled A, B, and C. The label might describe the product: who made it, where and when, what it contains, how it is to be used, and how to use it safely. Finally, the label might promote the product through attractive graphics. For example, advanced technology allows 360-degree shrink-wrapped labels to replace ...