| Abstract |
| Nowadays the product competition made by technological innovation, change in consumers mind and diversification in lifestyle have led to people`s purchasing a specific brand that has excellent company image or product image. In today`s market, a brand is more than just a product market. A brand should be understood as the total value of the company and product that include the consumer`s psychological, physical and emotional satisfaction and trust. In today`s worldwide market and consuming environment we need consistent, various activities to add value to the product or brand. This is a task to increase influence through brand marketing. As our society is shifting to the information oriented society, there is a limit for the company growth by relying its sales only on manufacturing or marketing. The company needs to offer a meaningful value by making the consumer recognize the company`s intention and belief that exist in the product. The purpose of package design is to give the customer very important information on recognizing and selecting a product. In this sense, packaging is an important part of brand marketing as it informs the customer of the product, persuades and makes the customer remember the product. Nowadays package design is in the center of a trend that is continuously changing in the customer`s mind and lifestyle and has to make a mutual feeling of between the customer and product. As a result, in brand marketing especially package design is based on feeling. In this relation package design helps a customer`s preference of a company or product lead to purchase and helps maintain the cusomer`s preference even after the purchase. |
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| Key Words |
| Emotional Packaging, Brand Marketing, Package Design |
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