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New Zealand Journal of Forestry (1998) 43(2): 31–34
©New Zealand Institute of Forestry

Research article
Making your mark: The use of branding in New Zealand forest products

H. Bigsby and L. Ozanne

The paper presents the results of a study of the use of branding by New Zealand lumber manufacturers. The study found that in general, as the volume and value of firm's output increases, the amount and variety of product identification and branding used increases. Product identification and branding were most commonly linked to legal requirements for some types of labelling, or because protective packaging provides a cheap opportunity to use brands. Large firms (> 15000m3 p.a.) also use brands to identify superior product characteristics, as a method to assure quality, to encourage repeat purchasing, and a high proportion believe that branding adds value to the product they market. Large firms are the only ones to report using bar coding on sawn timber, possibly reflecting the need for greater control in inventory management.
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