Product Repackaging: How Does It Affect Brand Patronage?

According to brand scholars, repackaging is one of the indispensable marketing promotion lifelines for the sustainability of any competitive-driven product. It is a tool, consistently explored by multi-billion dollars conglomerates to sustain there brands’ irresistible appeal to consumers.

Since a brand’s packaging is its most enduring and accessible brand communication vehicle, it is important that a repackaging campaign conveys the brand experience through innovation and novelty. While it is important to keep the brand packaging fresh, appealing and relevant to the customer, the brand’s heritage should be fully leveraged upon while revitalizing the packaging process.

Ribena the nutritional health drink rich in Vitamin C from GlaxoSmithKline Consumer Nigeria Plc was repackaged into a Ready-to-drink PET bottle. This, the brand custodians did to strengthen the connection between it and her teeming consumers.

Consumer attitude was also superior when the offering was presented in an appealing packaging. It has been discovered that exposure to attractive packaging elicits a positive response towards an offering because of the beautiful is good stereotype that permeates everyday thinking while Cadbury Nigeria Plc also recently repackaged it beverage, Bournvita.

Lending credence to the indispensability of brand repackaging for sustained patronage, a Lagos-based Human Resources Consultant, Sochi Ezinne, said attractively re-packaged brands could be interchangeably taken for credible content. According to her: “I am likely to pick the fancier one, or the cookies pack with nicer pictures of the cookies on it because it looks more mouth watering in the picture. So, I, as a consumer, will go for the brand that considers it attraction a priority.”