Counteract Problems from Similar Brand Labels

When items carry the same brand name across product categories—such as a bath soap and a shampoo—you’d like to strengthen the brand image by having the same package design. Having almost identical package designs is common with house brands, where a consumer could be looking at tables and tacos during one shopping trip.
     Overall, using a similar package design to build brand image is a good idea from a shopper psychology perspective. Mere familiarity brings credibility.
     There’s a potential downside, though. Research findings from Wake Forest University and University of North Carolina–Greensboro suggest that when packaging is similar across items, the shopper senses a loss of control. This is more serious than boredom. The consequence might be that shoppers seek variety beyond the similarly branded items. The shopper becomes a bit less likely to buy the house brand across product categories unless you take steps to restore the sense of control.

• Introduce variety by placing products with the same package design in different relative shelf positions for different product categories. With the mouthwash, the house brand is to the top left of the other brands, while with the toothpaste, the house brand is to the bottom right of the other brands. Research at University of Pennsylvania and University of Illinois confirm that random arrangement of a product set can lead to more buying.
• Curb the routine with different designs and color schemes on signage for different product categories. It’s best to include the brand name or a picture of the package on the sign. Then the added color and design give a distinctive flavor to the product. Researchers at Columbia University and University of British Columbia find that such techniques give the shopper a sense of control, and this sense of control curbs further variety seeking.
• Categorize products so that the package label retains the brand identification, but also has additional meanings to give it a distinctive identity. Researchers at Stanford University and Columbia University say that categories enhance the empowering sense of control by allowing the consumer to give reasons to themselves for the choices they’re making. For foods and beverages, the categories might be by taste (coffees are mild, dark roast, or nutty). For clothing the categories might be by usage occasion (leisure, office, party). For power tools and sports equipment, the categories might be by level of expertise recommended.

Click below for more:
In Comparative Ads, Don't Show Users
Sell More by Adding Variety
Give Shoppers Variety for Control
Randomly Arrange Limited Product Sets