Million-dollar Label Questions

Raw film material prices are also on the rise. According to Dru Kafalos of Mobil Chemical Co., Films Division, increases over the past six months are due to some of the same dynamics that are pushing gasoline prices up.

Branding. Major consumer product companies are turning to brand image as a way of stimulating sales growth. The wine label market, for example, is going through significant repositioning of existing brands and introduction of new brands targeted to the younger, upscale consumer. The broad capabilities and favorable medium- to short-run economics of pressure-sensitive labels, particularly films, carry wide appeal.