Brand and Package Likeability

Based on a proprietary Consumer Network Panel survey of likes and dislikes of brands and the packages associated with them, "Brand & Package Likeability" delivers the data and analysis you need to make sure that your packages support your brand — and maximize your sales.

The Panel ranks more than 40 food, health & beauty, and cosmetics brands, rating each brand separately for how much they like the brand versus how much they like the package. You get immediate answers to such critical questions as:

• Do shoppers tolerate packages they don't like for brands and products they do like?
  
  and
  
  
• Do shoppers like some packages more than they like the brands that use them?

This proprietary consumer insight is boiled down to 12 tables quantifying the responses, plus verbatims covering why the Panelists think as they do. You also get extensive guidance in evaluating the findings and establishing a game plan for your brand from Consumer Network Panel Founder and President Mona Doyle.

In "Brand & Package" you'll discover what's behind a 40 point difference between how much consumers like Hershey the brand (they like it very much) and the packaging Hershey uses (they don't like it at all).

You'll learn when poor package design is actually a benefit.

And while most consumers want re-sealable bags for virtually everything that might not be used all at once, you'll also find out when NOT to use them.

Let "Brand & Package Likeability" prove how and why you need to stress convenience, accessibility and appeal in the packaging that is your brand's most critical face to consumers.

Download a fully-searchable PDF of "Brand & Package Likeability" or order your copy of the print edition below.

Published February 2007, 36 pages.