On June 19th, Professor Brexendorf held a presentation on “Packaging and its importance for brand management” within Professor Tobias Langner’s speaker series on “Excellence in Branding” at the Schumpeter School of Business and Economics. This presentation was the third presentation within the series. Experts on branding from practice and research give students and interested public implications for successfully managing brands.
The aim of this presentation was to introduce the students to the relevance and functions of product packaging. A specific focus was given to brand salience and brand purchase at the point of sale (POS). Several implications for product packaging creation were given to enhance the visibility of brands at the POS.