Promotion: This is an important attribute of the branding strategy as the brand is an innovative concept and effective promotional strategies are needed to enhance its mass coverage and reach. Initially, the company should opt for those routes that have high coverage like paper & online advertisements, hoardings, pamphlets, etc.
Moreover, in crowded places, the company can also organize competitions in which it distributes free samples and in return, asks the consumers to fill the short feedback questionnaire (orally or in writing). This can help to get valuable consumer feedback which can be incorporated in the branding strategy of the company in the future. Such visibility promotion strategies help to effectively promote the brand.
The brand can also capitalize on its offering’s healthiness by communicating messages like ‘an ideal gift for the ones you care for’. These messages serve a dual purpose as they communicate the healthiness attribute of the brand while also suggest alternative uses of the product. Thus the main aim of the branding strategy is to differentiate the brand in this highly competitive marketplace amidst the clutter of other brands, by making it both visually and intrinsically superior as well as unique in contrast to other competing brands (Kotler, 2003). The focus of the branding strategy must be to stress on the differentiating features and competitive advantages of the brand so that the consumers perceive it as value adding.