Companies are challenged to grow their brands within an ever increasing competitive landscape where the risk of commoditisation has never been higher. Product decoration is a proven product differentiation strategy to grow a brand’s share and profitability.
Consumer products decoration (e.g. to decorate nonwoven personal hygiene products), as well as industrial product decoration mean differentiating an end-use product by promoting and reinforcing a brand, augmenting real or perceived product performance, communicating product use information and entertaining the consumer. With the introduction of product decoration, a company can build upon the value of an existing brand or use the feature to launch new brands.
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