Reusable Packaging - a tool for Brand Owners

Discover the tool for brands and brand owners that they can use strategically to determine which branding-related action points are needed for a successful introduction or optimization of reusable packaging.

Branding as a driver for reuse: the BECuRReP model

The Green Deal Anders Verpakt (Different Packaging) is an initiative of the Flemish government to help businesses and sectors become greener with reusable packaging. Brand & Packaging was commissioned to investigate the role of branding in reusable packaging.

The output of this research is the BECuRReP model (Brand Equity and Customer Retention for Reusable Packaging). This tool offers brands a strategic framework to strengthen reusable packaging not only technically and logistically, but also emotionally and brand-wise.

The model links emotional parameters, such as brand recognition, ease of use, loyalty mechanisms, and storytelling, to repeat purchases and brand loyalty. This makes branding a key component in increasing packaging reuse.

Discover the tool brands and brand owners can use strategically to determine which branding-related actions are necessary for a successful introduction or optimization of reusable packaging.