Labeling as a Marketing Tool


Labeling serves as a powerful marketing tool in brand building. It is a contemporary tool for modern day marketing. Labels are now much more than just informational tags. Labels are now a tool for brand identity, a space for product attributes and above all an strategic approach to connect with the target audience. Labeling is now a deliberate marketing tool.

Labeling and Brand Identity and Brand Recognition

Labeling acts as the visual representation of the brands’ identity. It reflects its values and offerings through distinctive visual elements. Such visual elements include Logo, Color Scheme and typography. Uniformity in such elements help customers to recognize the brand and provide a distinct identity. For some companies, Labeling is so evident that people recognize the brand from its logo or color scheme.

Labeling and Product Information and Compliance

Labeling is more like visual storytelling. It provides information regarding the product and product content. Generally, it displays the information tags but in reality such visual representation reflects the history and values of the company. There are basically two approaches in labeling:

  • Product Information and Compliance
  • Value Information

Product information and compliance include the ingredients lists and nutrition labels, regulatory compliance and allergic warnings, usage and storage instructions and safety instructions etc.

Value proposition includes the idea and belief of the company and the proposition they believe in. Coke is not just a carbonated drink, it exists to refresh the world and make a difference. Similarly, KFC believes in making and delivering chicken the right way, by using quality ingredients and freshly preparing them.

Labeling and Packaging and Shelf Appeal

Labeling and packaging and shelf appeal are all marketing elements. A well labeled package distinctively reflects its present in a shelf. The overall aesthetics of a product, which includes labeling and packaging, grabs the attention of the consumers. The packaging of the product may influence the purchasing decision of the consumers.

Labeling reinforces the packaging and contributes to the brand image. This brand image due to labeling and packaging appeals to the consumers to buy the products.

Labeling and Marketing Differentiation

Labeling helps products and companies stand out from their competitors. Labeling can communicate the unique aspect, characteristics of business through visual propositions. Using unique ideas and innovation in labeling can really help businesses and brands to differentiate its products.

Nowadays, labeling has advanced from brand name logos, fonts to use of innovative technologies such as augmented reality (AR), QR codes, and other different ways to interact with the consumers.

Labeling and Consumer Engagement and Experience

Labeling is now used for consumer engagements. Different brands and businesses have used labeling for sharing the message and for enhancing the experience of the customers. Above mentioned ideas like QR and Augmented Realities are already in practice.

Labeling has a lot to do in the “ Share a coke” campaign by The Coca Cola Corporation.

Horlicks Women’s Plus has a different story to tell to all the women. Their #standstrong campaign has different story to tell. This campaign was complimented by the label.

Similarly, there are different ways a label can interact with the customers and enhance their experience. There are different brands and products who have shared the recipe of products in their labels. Almost every brand has serving suggestions. During the festive seasons and special occasions, products and brands engage customers by displaying their promotional information such as discounts and offerings in their labels.

Labeling and Anti-Counterfeiting Measures

Another use of labeling as a marketing element is to use it as an anti counterfeiting measure. To make the product exclusive, premium and original, businesses and brands use labels and labeling techniques.

Use of holograms and security labels are very common techniques used in labels to fight counterfeiting. Holograms and security labels are difficult to copy and hence, can provide a visual guarantee for product authenticity. Nowadays, companies are using QR codes and Barcodes to authenticate and inform consumers about the originality.

Similarly, now labels include microprinting and nanotechnologies to inform and authenticate the brand. Such other techniques are RFID, Color Shifting Ink, Watermarks, mobile apps, custom patterns, intricate designs etc.

Labeling and Consumer Trust and Transparency

Labeling holds a strong presence of a brand. Labeling is so important in the eye of consumers that even fake products and counterfeited products tend to replicate the label. Label and Labeling holds consumer trust towards the product or brand. Also, the indication of ingredient, nutrition, allergy, claims and guarantee, expiration and manufacturing dates etc. in the label increases the credibility towards the brand and company.

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