Ever since microwave was invented, popcorn has enjoyed a spike in interest and businesses are quick to pounce on this by developing it in a bag, these are then sold at supermarkets and are microwave ready. Often they also come in flavors, both common and unique to consumers. Since it is not a new product, branding is all the more important for businesses. They want to position their product to be the most recognizable brand. In new or uncommon products this is not a very vital aspect but when it comes to common products like popcorn, it is easy for consumers to not mind the brand and just pick any brand available. Therefore heavy and strategic positioning of marketing tools is essential in the business, when people recall your brand they tend to choose the brand. To corner a significant chunk of the population, there should be a recall of the brand being promoted.