Brand identity. Packaging can aid in brand identity formation. Brand identity can be created through the use of a consistent logo, font type, colors, and packaging (Petkus, Budeva, Chung, & Dzhogleva, 2011). When creating a packaging design, applying these aesthetic concepts can create a brand image for Fitbit, which creates familiarity with the brand, its products, and consumer expectations. Fitbit does not advertise as much as many other products and companies advertise. This creates an even greater need to generate a strong brand identity in packaging marketing so that consumers can easily recognize the brand and its products.
In terms of labeling, Fitbit currently utilizes its name and logo on each package while also listing the details in an attractive, modernized way for the specific product in the package. This creates a quick-guide on the front of the package with the branding and label and a short description to describe the features of a particular product. Clear package labeling is important for product marketing. Labeling should be clear, efficient, and should support the brand’s identity.
There are various legal standards that must be followed by Fitbit in the labeling of products. Fitb...
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...ker tracks the steps, calories burned, sleep, and active minutes of the wearer (Fitbit Flex, n.d.). Garmin’s Vivofit series wristbands sell for $99.99 (Garmin, n.d.). If Fitbit were to slightly increase the price of this most basic wristband over time until it is $84.99, it would increase revenue. In addition, it would create a standard that Fitbit products are high quality, reliable, and worth the expense. It would increase competition between Garmin and Fitbit. As consumers begin searching for the best fitness tracker, they would see how Fitbit’s prices are slightly better for the same type of product.
Integrated Marketing Communication (IMC)
Marketing communication is an initiative used by Fitbit to make their products and services popular among the end-users. Brand communication goes a long way in promoting products and services among target consumers.
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