To read this content please select one of the options below:

Gaining competitive advantage from packaging and labelling in marketing communications

Clive Nancarrow (Bristol Business School, University of the West of England, UK)
Len Tiu Wright (Department of Commerce, Business School, University of Birmingham, Birmingham, UK)
Ian Brace (BJM Research, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 March 1998



This paper illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual processes of consumers in their information search concerning pack design and labelling in marketing research. Case study material is introduced to help illustrate the main points.



Nancarrow, C., Tiu Wright, L. and Brace, I. (1998), "Gaining competitive advantage from packaging and labelling in marketing communications", British Food Journal, Vol. 100 No. 2, pp. 110-118.




Copyright © 1998, MCB UP Limited

Related articles