Launching such brand extensions will require patience as it will first be necessary to let the Happy Pills brand establish itself in Singapore before considering its brand strategy for the future. We need to first ensure that the Happy Pills brand is perceived in a favorable context, and we need to then ensure that these associations are strong with regard to our brand extensions such as Happy Cakes, Happy Cards and Happy Treats. These brand extensions may in turn help contribute to Happy Pills own brand equity. Its diversification into other food products as gifts such as chocolates, cupcakes as well as greeting cards may help to diminish unwanted medicinal associations with the brand.
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