The role of labeling in marketing

 Product labeling decisions

Product labels refers to the information attached to the packaging that helps describe the product in a little bit more detail.

It is important to note that labeling is more information focused, as opposed to packaging itself (please refer to the separate article) which is more marketing communications related.

Depending upon the product and the legal requirements of the country or industry self-regulation requireents, there are certain requirements for the information that must be placed on a label for a product. Food and medicine products in particular have fairly prescriptive labeling requirements.

Some of the key approaches to product labeling that need to be considered are:
  • A clear identification of what the product is – this is important when there is an unusual brand name and/or the packaging is not transparent.
  • Some form of quantity measure – such as weight, volume, or number of items in the pack
  • Sometimes ingredients – particularly for food, there is a legal requirement to list ingredients
  • Health and safety warnings – often included for foods, medicines, and even toys
  • Usage date – often for food products, brands are required to list the expected shelf life of the product
  • Brand ownership – the company that has produced the product
  • Brand contact information – how to contact the company, usually by a website, or perhaps a phone number or postal address
  • Brand/firm identification numbers – some countries will have codes for companies, which should be included if legally required
  • Country of origin – in some jurisdictions, the geographic source of the product needs to be identified

Related topics

Individual product decisions

The role of packaging

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