Portal de Periódicos da CAPES

Corporate brand and packaging design

2002; Wiley; Volume: 13; Issue: 4 Linguagem: Inglês

10.1111/j.1948-7169.2002.tb00328.x

1948-7177

Susan Nelson, Jack Vogler,

Consumer Packaging Perceptions and Trends

Brands exist at many levels and in many combinations. After defining corporate brand, masterbrand, and product brand, Susan Nelson and Jack Vogler explore how companies take advantage of these types of branding and how packaging can be designed to reflect alternative brand priorities. Bridging the gap between theory and reality, they present a rich diversity of options and examples, and propose a rationale for each choice.