Shelf impact and differentiation are critical to the success of any brand. Since the arrival of the self-service retailer it has been recognized that how a product looks on the supermarket shelf will have a direct influence on the purchasing decisions of the consumer.
Brand owners have invested fortunes in their brand image and these are carefully controlled and exploited across the globe. The label or product decoration is a key element in transmitting brand image and is therefore carefully manipulated to maximize shelf impact.
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