(a) Give five reasons why a manufacturer may brand his products. (b) State five advantages of packaging.

Answer Details

(a) Five reasons why a manufacturer may brand his products

1. Identification. A brand name or mark distinguishes the manufacturer's goods from those of competitors so buyers can easily recognise them.
2. To build customer loyalty. A trusted brand encourages repeat purchases, as satisfied customers keep asking for the same brand.
3. To ease advertising and promotion. A brand name gives the product an identity that can be advertised and remembered, aiding sales promotion.
4. To protect against imitation. A registered brand or trademark gives legal protection against copying by other producers.
5. To command a higher price. A well-known, reputable brand can be sold at a premium price because customers associate it with quality.

(Also acceptable: it helps maintain and control quality; it makes it easy to introduce new products under the same trusted name.)

(b) Five advantages of packaging

1. Protection. Packaging protects goods from damage, dirt, moisture, breakage and contamination during handling, transport and storage.
2. Preservation. Good packaging keeps perishable goods fresh and extends their shelf life.
3. Easy identification and advertising. Attractive, labelled packages carry the brand and information, promoting the product on the shelf.
4. Convenience in handling. Packaging makes goods easier to carry, store, stack and measure into convenient quantities.
5. Facilitates sales and self-service. Neatly packed and priced goods can be sold quickly in supermarkets without an attendant.

(Also acceptable: it enables branding and gives information such as expiry date, weight and directions for use.)