The Branding Strategy

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For a pioneering endeavour such as the IFF to create a presence and make an impact of global standards, it is crucial to adopt the right image or branding strategy. Taking a leaf out of the tried-and-tested approach of international designer brands, the IFF adopted a similar course to brand itself on a high-end scale. This would allow for easier transition to a scale that caters for the mass as compared to adopting the opposite approach.