This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market. The business strategy was to relaunch both brands with revised fragrance ranges that clearly define the essence of each brand and thus differentiate the two. The brand, fragrance descriptor and fragrance evaluation results were integrated to produce the optimum and most brand suitable fragrance range for each brand of Fabric Conditioner. In addition, the overall reach (in terms of appeal) of candidate sets of fragrance descriptors both within each brand were determined.
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