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1. For established brands that have been market leaders for over 70 years:
packaging offers the only option for further growth.
packaging offers opportunities to further develop the brand.
packaging issues are dealt with by channel members.
packaging is only a minor consideration for the brand.
packaging cannot make any further contribution to the brand.
2. Identification offers the brand manager opportunities to promote the product such as:
promotion of sale.
information on how the product is used.
establishing brand identity.
warnings.
All of the above
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