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But does it tell you what you really need to know?
Packaging has become a new frontier in the war for the consumer's dollar in the fast-moving consumer goods category. Think about it: though advertising can help stimulate brand awareness, a brand that doesn't grab the consumer's attention when he or she is shopping in the store has little chance to impact the brand's bottom line. And, even if the package does prove to be an attention-grabber, does the package clearly and incontrovertibly communicate the brand name? Taking it a step further, is the package consistent with the brand's values, reinforcing to the consumer what the brand stands for? All of these elements-visibility, brand linkage, and fit with brand equity-are critical dimensions to evaluate as packaging is being considered for new brands, line extensions, or re-launched brands.
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