The New Strategy in Marketing Communication "Debranding": Qualitative Analysis for Packaging Design of Food Products

Abstract

One of the most important visual communication items that the brands set with the comsumers is the packaging. In that point, as a marketing com-munication item, the design of packaging is an important brand item that the experts come together and prepare in various areas. On the other hand, in accordance with the necessity of competitive environment, changing consumer and transforming world, new marketing strategies must be developed. In this respect, debranding is one of the new strategies that developed in the process of packaging design. Debranding means removing the items like the logo of the brand and slogan from the packaging design. The aim of the research is to learn the opinions of participants about the food products that applied debranding strategy in packaging design. Within the research, one-to-one meeting have been done with 12 participants via semi-structured questions. In the research, meetings have been done with 3 students face-to-face and 9 students via telephone, subsequently, the obtained data have been converted to transcript. Then the transcripts have been coded by using the programme Maxqda 2020, content analysis have been carried out in the consequence of condusted research. It has been ascertained that the opinions of participants that are positively to the strategies of debranding. It has been determined that most of the participants are positive to placing the name or various concepts including mood instead of logo in the packaging design of food products.