Brand Packaging

Table of Contents

July 1, 2006

July 2006


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BRAND PACKAGING

Architecting Brands To Soar Above Private Label

COVER STORY
- Architecting Brands To Soar Above Private Label
A diligent focus on strategy can help national brands compete against increasingly sophisticated store brands.
- Battle Of The Me-too Brands
Retailers are beginning to place more emphasis on branding their private label lines, but the look-alike packaging phenomenon continues to thrive; it’s even happening brand to brand. We look at three recent trade dress lawsuits, and ask you to be the judge.

Brand Innovators ’06
- Winning At Retail—And Against Retail
Learn about four shelf strategies that can help fend off encroaching store brands.
- Hooked On Retail
A popular supplemental education brand explores its potential with an aggressive,but balanced, new retail strategy.
- Retailers “Go Long” With Brand Strategy

MARKETING MISFIRES
- Missing It By That Much
Contributing editor Robert McMath examines the pros and cons of so-called “convenience”-oriented resealable packaging.

OUTSIDE THE BOX
- Anti-Spill Package Delivers Value

BRAND NEW
- Smartwater Raises Its Packaging IQ
Glaceáu’s smartwater celebrates expanded distribution with a clean, sophisticated packaging refresh.
- Consumers Not Boxed In By Wine Packaging
With more premium offerings entering the box format,Americans are beginning to think outside the bottle.
- Party Of One?

MARKET DRIVEN
- Fit For The Fridge, Oval-Joyed and more...

INTERNATIONAL FARE
- Trading Up For Ice Cubes, Throwing A Curve To Other Juice Brands and more...

FOLLOWING UP
- On Developing Trends

GETTING IT RIGHT
- The Power Of Packaging: Underleveraged And Misunderstood

EDITORIAL
- Left Brain, Take Five

Advertiser Index
- Index