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Author(s) -
Selame Ted,
Koukos Penny
Publication year - 2002
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2002.tb00327.x
Subject(s) - package design , context (archaeology) , marketing , business , loyalty , advertising , r package , brand loyalty , computer science , engineering , manufacturing engineering , geography , computational science , archaeology
Remodeling a package brings in new customers. Remodeling a package in the context of a broader branding program lifts sales, enhances consumer awareness, promotes loyalty, and increases the ability to sell related products. Ted Selame and Penny Koukos examine the package design/brand relationship, reinforcing the principles they distill with an array of case studies.