Packaging brend - determining factors for a company's success

Abstract

The paper analyzes the role of packaging and the brand in the success of a company. The market study showed that the packaging proposed by local producers is made of cardboard, paper and polyethylene, being unattractive for consumers. And the packaging proposed by foreign producers can be characterized as follows: original, attractive and interesting. The founder of the brand ˝Anișoara RACOVIȚ Lenjerie˝ understood the role of packaging and the brand, and created several packaging variants, which reflect the refined and elegant nature of the products she makes.