package and brand go hand-in-hand. Make sure the grip is tight and secure.
All packaged goods are marketed under a brand name. That’s a truth that conveys an inextricable link between package and brand, but not necessarily the strategic scope of that link. Package, however, has considerable prowess as a brand-builder and always should be a tool in brand strategy. And whereas package has been defined in a number of ways in this and other publications, a definition of a brand might be in order (despite the certainty that readers are familiar with the concept).
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