Role of Axiological Values in Branding, product packaging and design

Authors

  • Lakho Asadullah Corresponding Author, Lecturer, Department of Business Administration, Iqra University, Karachi, Asadullah.lakho@iqra.edu.pk Author
  • Javed Yasir PhD Scholar, Department of Business Administration, Iqra University, Karachi Author
  • Rauf Sundas IMBA, Department of Business Administration, Chongqing University, Chongqing, China Author

Keywords:

axiological values, product branding, design

Abstract

This paper intends to determine the role of axiological values, particularly moral and aesthetic values in product branding, packaging and design. The term ‘design’ here should not be confused with the designing of the print content of the packaging, here, design stands for the aesthetic attributes of the product, its color, texture, shape and overall feel that adds axiological value. The paper will explore the realms of product branding, packaging and design, keeping in context the axiologic aspects that are unintentionally or intentionally being followed by the organizations during these processes. 

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Published

2023-09-30

Issue

Vol. 9 No. 3 (2023)

Section

Articles