Thus, it can be seen that Dark Delight intends to position itself as a comparatively healthier and tastier brand in contrast to its competitors. It seeks to position in the market segment which has the highest potential in the total market. The company aims to adopt the principles of niche branding and rather than altering the existing products to serve this target market, it has come up with a completely new brand which would be positioned in the minds of the consumer as a brand that provides light products which help the consumers to stay right.
The brand’s logo is such that it seeks to appeal to both the rational and emotional consumers. Dark chocolate has been proven to be the healthiest form of chocolate and as such, rational consumers would find the brand to be healthy. On the other hand, people are concerned about their standing in the society to which they belong. They constantly seek to be in line with the society or create superior image about themselves in the society. Correspondingly, one of the major needs is to look good and consumers are always concerned about how best they can stay fit without sacrificing the needs of their taste buds while maintaining the balance for a healthy body. Thus, through its logo of ‘Eat Right to Stay Light’, it seeks to capture this emotional appeal of the consumers and create a brand perception for itself as a healthy and tasty brand.