Supplement to From ODM to Consumer Brand: Keeson Incubating Softide (A), Case B shows that Keeson chose to sunset the D-Superieur brand and concentrate entirely on Softide. To free Softide from the constraints of the ODM model, Keeson established an independent entity, Shanghai Softide Digital Technology Co. (hereinafter Shanghai Softide). By early 2024, Softide faced a crowded market with rising numbers of competitors. Shanghai Softide's management now had to define a branding strategy that would allow the company to stand out in a market filled with both credible competitors and imitators.