Discuss how your firm uses packaging and labeling to support its marketing effort. 500-550 words. based on Kotler and Keller chapter 13.
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Positioning, Competition and Branding Southwest Airlines
April 27, 2018
Discuss how your firm uses packaging and labeling to support its marketing effort.
According to Kotler and Keller (2016), the label can be a simple attached tag or an
elaborately designed graphic that is part of the package (p.392). Southwest Airlines knows it
can compete with other airlines and understands that the meaning of brand value is no longer just
about the price. Instead using they use consumer affluence which the customers dont mind
paying a premium for a few highly perks. Southwest Airlines recently initiated new branding for
the airline. It is more defined and colorful. The biggest and most distinctive reflection is the
large heart painted on the underbelly of each plane. To compete successfully, companies must
shift their focus upstream to downstream activities that way they can define their competitive
set. Packaging and labeling sets the product or service apart and Southwest Airlines
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