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The visual design of consumer packaged products is crucial for brand success, as consumers learn to recognise pack styles and look for these in buying situations. Therefore, any pack redesign is risky, as the change could interfere with consumers' ability to find and buy the brand. Market research is often undertaken to reduce the risk of poor pack redesign decisions. Many different approaches are available, meaning marketers must select an appropriate method to increase the chance of pack redesign success. As such, our paper investigates the role of market research in packaging redesign performance. We examine data collected via an online survey with 227 marketers who were asked questions about the last pack redesign they were involved with within the previous two years. The findings challenge the assumption that conducting pack redesign research will boost its success. Notably, commonly used methods and metrics, such as focus groups or brand attitudes, are associated with less successful outcomes. In contrast, testing that identifies and suggests elements to retain in an existing pack design, that consumers link with the brand proves promising, as it is linked to more successful pack redesigns. [ABSTRACT FROM AUTHOR]

This study investigates the variation in brand growth and decline across many different product categories. It uses recent consumer panel data from the UK, covering 639 brands across 28 categories, including food, personal care, home care and pet food, over a five-year period from 2008 to 2012. Consistent with the literature, the study finds that most brands in the consumer packaged goods market are stationary, as only 14% of the brands change their market share by more than three points. However, the study discovers that some categories are more dynamic than others. The percentage of brands that change their share by more than three points is different across the categories, varying from 0% to 44%. The study further examines some potential factors that can affect the variation and finds that category penetration and purchase frequency have significant effects on the variation. The lower the category penetration and category purchase frequency, the lower the brand share stationarity. On the other hand, proportion of sales on promotion in the category and new SKU introductions do not have a significant effect on the variation. [ABSTRACT FROM AUTHOR]