The growing number of apps released on a daily basis has contributed to an innovation diffusion paradox whereby the frequency and intensity by which innovations are crowdsourced are stymieing their own diffusion. In mobile app stores, consumers are often constrained in their selection due to the abundance of apps and multitudinous promotional information. To this end, this study proposes branding as a strategy to tackle the innovation diffusion paradox. Specifically, we construct a research model that posits consumers’ brand awareness as an antecedent affecting their brand association and quality which, when taken together, affect their knowledge of affiliated apps and download intentions in mobile app stores. Based on data gathered via a preliminary online survey administered on consumers belonging to one of the largest mobile app stores in China, we attest to the impact of branding on consumers’ knowledge of affiliated apps and download intentions.