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Define Packaging Packaging can be defined as a container in which something is packed for storage or transportation (http://dictionary.reference.com/search?q=packaging). However, when considering it from a marketing point of view there is much more to it. As a marketing concept it can be defined as involving many processes that include the designing and production of a container or wrapper. It can also be used for promoting the brands image, distinguishing products and Lewis (1991) described packaging as a 'dialogue with the consumer' (Hankinson and Cowking- branding in action ch.3). A crucial element for successful packaging is to develop a relationship between the brand and the end consumer. The principles of marketing states that packaging helps us to refine brands heritage and traditional values this can be seen in the example of Highland Spring, The Highland Spring logo has change through time to reflect the current major events of the time this includes labelling,...

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