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Author: Jeff Carroll

Differentiate between types of brand collateral.

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Source: Image of curved arrow, images by Video Scribe, License held by Jeff Carroll; Image of milk carton, Public Domain,; Image of organic food label, Public Domain,; Image of Chevrolet logo, Creative Commons,; Image of Apple logo, Creative Commons, ; Image of nutritional facts label, Creative Commons, .

Video Transcription

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Hi, I'm Jeff. And in this lesson, we'll learn about brand collateral, such as logos, packaging, and labeling, and about some of the marketing ideas used when packaging a product. So let's get started.

It's the goal of marketing to design and strengthen the brand collateral. Brand collateral is the supportive materials that communicate the brand, such as logo, packaging, and labels.

A logo is a visual symbol of an organization's name and brand. An effective logo will instantly bring the company's name to mind. For example, these iconic logos for Chevrolet and Apple should be recognizable to most people who live in the United States.

Because a logo becomes so tightly associated with a company, once a logo is created, it should be trademarked. A trademark provides exclusive legal use of branding and all of its related elements. This means only the organization has exclusive rights to use it.

And a logo has value to an organization, because it can become interchangeable with the company's name, its brand, and its reputation in the market. Once a logo is established, the company will want to make sure it is only used in the manner that the company approves.

A logo will be part of the packaging of a product also. But packaging is more than just a product in a container. Packaging should protect the product during distribution, offer convenience to the consumer, and promote the product and the company's brand.

Some of the design considerations when creating packaging are cost. Packaging should be as inexpensive as necessary while still meeting all the other needs of the packaging design.

Legal requirements. Packaging must honestly convey what is included inside.

Whether to use single or multiple packages. This is of course, dependent on the product since some products are sold individually, some are sold as a group, and some are sold in both configurations.

Consistency of the design. The packaging should reflect the same branding that exists in all other marketing materials.

A promotional role. Packaging should support temporary promotions or sales offers.

The needs of retailers and wholesalers. Packaging should be easy to distribute or store in a warehouse. It should also be easy to shelf and provide visual interest and information to a consumer.

And finally, the environmental responsibility of the packaging should be considered, including its ability to be recycled.

In addition to the packaging, labeling must also be designed. Labeling is printed communication that displays info about the product. And the labeling, along with the packaging, should have an integrated look that promotes and strengthens the company's brand. The labeling might be placed on the product, on the package, on marketing materials, or on all of these.

There are legal requirements with labeling. A label must be truthful about the product. And in some cases, such as food products, the label must convey specific information about what is used to construct the product.

And labeling has promotional value too. Labeling can be used to differentiates a product from its competitors. For example, some companies now package snacks with labels promoting the fact that they are lower than 100 calories.

All right, nicely done. In this lesson, we learned about brand collateral, such as logos, packaging, and labeling.

Thanks for your time, and have a great day.

Terms to Know
Brand Collateral

The supportive materials that communicate the brand.


Visual symbol of a organization's name and brand.