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We have a new brand, people don't : know us, trust us, believe in our product. So First of all we should focus on four points : Test and Trust, Competition, Quality and price, Necessity
Test and Trust : in general we should make customer test our product. For example Porsche put a new brake system in some specific model so they invited people to try their new system to test and believe in it, this happened in Dubai.
Some brands in food sector invited you to test their product too. so this is the point when you build the trust it will spread, and its depend also if your product is " Necessities " to people or not for example bread in the Arab world is the most important product on the other hand it's not so important in Ethiopia.
Competition : in any market there is competition, and to enter the market you should know the competitors, but they will not let you enter the market in that easy, some competitor will try to fight you in many ways. knowing the market and how to enter is the first step to continue. There is two way to enter the market First :
To Enter Strongly : Some company enter the market strongly like how HTC, and Samsung enter to the Mobile phone market, Nokia was a big competitor for them, But they enter to the market by adding its new finger print to the mobile phone sector, then Samsung exceed HTC by Diversification, and by serve a large segment of society (Low-income people & High-income people)
To Take your place step by step : some company enter step by step and start weak to be strong like Apple, But Apple provide a new service and it has no competitor when it start so they build their brand slowly and now they are strong and they compete other brands by focusing on one product to make the competition .
Quality and price : Of course when you build your brand name you will build it even with high price and good quality, or cheap price and not bad quality, and it will brilliant if you gather those two by adding good price and good quality like what Wall Mart do in the US. Because the customer like to purchase good product in cheap price as much as possible, although they will pay more for more : quality and benefits and this is your responsibility to make customer know those two also .
Necessity : You don't want to put your product in a wrong area for example to sale a thick clothes in Saudi Arabia, or a summer shirts in Eskimo . Maybe you will make a sales because some people want to travel to another country and they need those product, but not when your brand is weak and this is your start, you know that in your first year your profit will just cover what you paid assets for example .
By focusing in those point I think you will know how to use sales promotion to build the brand equity.