When creating an app for an existing, established brand, there are some important considerations. A heavy focus on engagement and pricing strategy can be vital to an app's success. "The main takeaway is that managers of existing brands should launch apps primarily for the purpose of engaging consumers with the brand seamlessly, and should give out the app for free." Interestingly enough, while branded apps should usually be free, non branded apps can be more successful in charging money. ""Paid apps branded independently attracted, on average, more users than paid apps linked to an existing offline or online brand." Fascinating!