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Packaging and Brand Design

Part 4. Advertising and Integrated Communication

  1. Bobby J. Calder1,
  2. Steven DuPuis2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04024

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Calder, B. J. and DuPuis, S. 2010. Packaging and Brand Design. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Northwestern University, Evanston, IL, USA

  2. 2

    DuPuis Group, Chicago, IL, USA

Publication History

  1. Published Online: 15 DEC 2010


The function of packaging is now subsumed under the strategic discipline of brand design. The goal of brand design is to enable consumers to immediately perceive the brand meaning or essence intended by the marketer. This is accomplished by the use of both verbal and visual cues. Marketers and designers must work together collaboratively to ensure that these cues convey the intended meaning. Every point of contact with the brand should be designed for this purpose. Brand design is thus distinct from product design and should be developed in parallel.


  • packaging;
  • brand;
  • design;
  • experience;
  • brand architecture;
  • touchpoints;
  • essence;
  • perception