9:24pm, Tue 12th September, 2017
From the perspective of the business, the fundamental reason for the activity is essentially to sell more.
However, if an outcome of all of this is improving the customer experience, *according to the customer*, then there is a two way benefit. This is a major marketing objective today, and it's not always successful.
If the objective of all that expenditure has nothing to do with the customer except by accident, then it's simply cost incurred to sell more, using packaging and labeling as a means to try and stick out from the crowd.
Branding is however a much larger construct (beyond corporate identity), and there is certainly more than enough evidence to demonstrate the two-way value of branding.
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