This report is based on the branding strategies which should be implemented by a confectionery business group named as “Cream Delight”. It is a global company and its headquarters are based in New Zealand, USA. The company has a diversified product and brand portfolio that comprises of wide variety of cakes, biscuits, drinks, chocolates and candies. The products of the company are sold in more than 50 countries worldwide and it is amongst one of the respected brands of the world. The company is driven by the vision to add flavor to the lives of its consumers. As such, consistent with its vision, the company has recently launched a new product which has been named as “Dark Delight”. Under this brand, the company proposes to market its innovative premium dark chocolate composition offering. Initially, the product would be targeted to the US market only, but within a time span of 1 year, the company proposes to use its brand equity in international markets to introduce the brand there.