What all consumer packaged goods companies have in common is that their most valuable assets are their brands.品牌延伸是一种经过验证的方法，可以利用这些资产，增加各自的遮阳伞下的产品各种产品。一种品牌延期的许可证，其中公司为该品牌的营销产品特权支付品牌所有者。许可协议应管理关系的各个方面，没有比包装更加核心。
A brand is a symbol, promising quality and value, in fulfillment of the needs and expectations of targeted consumers. A brand’s visual cues include its trade dress: name, logo, colors, fonts, slogans, and mascots, in gestalt, the whole being more than the sum of its components. The packaging conveys those cues graphically, and in many instances, is a structural cue, itself.
A brand is imbued with intangibles, the results of all the investments of time and resources expended on its behalf. Ideally, those intangibles reduce to an identity (aura, personality, etc.) that differentiates meaningfully to the consumer. For that sought-after result, the packaging must deliver at the point-of-purchase and afterward, throughout the consumer’s experience with the product. The brand owner should demand nothing less of the packaging of any of its licensed products.
只有良好的品牌才获得许可。为什么另外另一家公司才能乘坐未成布品牌的共同纳税人？尽管如此，品牌业主应超越在确定是否授予许可权利时的费用前景。这是因为品牌所有者始终有更多才能从被虐待和/或违反执业许可协议中丢失。许可证并不是留下品牌所有者的控制;相反，被许可人应被视为品牌所有者的延伸，后者行使的谴责控制和最终批准权。
Regarding packaging, an overarching consideration is the product form to which the brand is being extended. Liquid or solid, for example; uni-construction or assembly, as another example. The point being broached is that the licensed product may be of a form different from any previously marketed under the brand. When that’s the case, a likelihood is that the required packaging will be different than what the brand owner has been using. It’s less of a challenge if the brand owner has its own efficient, effective package development process, which it only needs to assign to the evaluation of the licensee’s proposed packaging.
In large part, package development is about achieving functionality with the least amount of complexity feasible. Keep it simple. When that’s the prescription, there’s less probability of malfunctions and consumer dissatisfaction, including personal injuries. Packaging can be reasonably simple, yet comprised of multiple components. Here, concerns should include the fit among components, along with their individual dimensional tolerances. The licensee’s quality assurance procedures, including package testing, need to be approved through documentation, augmented by the brand owner’s auditing of the licensee’s facility.
包博览会拉斯维加斯和Healthcare Packaging EXPO(Sept. 27-29, Las Vegas Convention Center) will reunite the packaging and processing community. With over 1400 exhibitors, no other event in 2021 will bring together a more comprehensive gathering of suppliers offering new products, technologies and solutions. Attendee registration is now打开.
It’s conceivable that the licensed product’s packaging is subject to agency regulations that don’t apply to the brand owner’s other products. The brand owner should assume nothing regarding compliance, but instead insist on proof of same from the licensee. Packaging regulations are not limited to package/product compatibility and interactions. They also can govern such matters as the accuracy of product depiction, instructions, and warnings—in short, anything falling under the communication function of packaging.
Astute brand owners devise strategies for promoting their bona fides regarding sustainable packaging. The media can be websites, advertising, promotional literature, etc., and yes, on the packaging, too. Especially when the packaging for the licensed product differs (in material, for example) from that of the brand owner’s stable of products, the concern should be that it can’t be perceived as contradictory. That’s not an easy task, given the individuals and groups who are sustainability hardliners regarding packaging.
有时，被许可方提出了一种产品线，由各种口味，优势，尺寸或其他差异化组成。无论过程如何看出，都需要评估每个种类的包装以进行批准。
As for the approval process, the licensing agreement should detail what’s to be submitted and by what means. Layouts, for example, might be submitted electronically. Final approval, however, always should be contingent on the evaluation of actual product in its physical packaging; in other words, the combination that is to appear at retail.
Licensing is disclosed to the public, typically somewhere on the packaging, in wording to the effect of,“根据授予的许可证销售(insert the brand owner’s name, here).”如果对大多数消费者有任何关注，这种披露很少;作为品牌驱动，他们的满意或不满将与品牌所有者有关。
每个品牌，甚至是标志性的，弹性都有限制。各种产品类别有限制，它可以应用，仍然保留可信度。如果品牌所有者相信给定的许可提案是有道理的，那么该品牌所有者在分配包装封装的过程中，该品牌所有者将按内部项目进行精心控制的安排。
