Tables
3.2 Brand strength measured by the percentage of perfume buyers ‘in affinity’ with the brand
3.5 Awareness and affinity (number of brands)
5.1 Silo 1 (aimed target: to which the brand is entitled to address)
5.2 Silo 2 (positioning bestowed by the perfume on its wearer)
5.3 Silo 3 (promises/message that the brand is entitled to convey)
5.4 Silo 4 (the product benefits that the brand should offer)
5.5 Silo 5 (the advertising tones that the brand can resort to)
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