![]() In both and, the who is the brand, what is it, which variety is it have been provided by the Brand Owner. ![]() There is no need for the consumer to read the product title, notice the customer rating or even the price to recognise the product. For someone who has bought this item before, and who is perhaps placing an online order while multitasking and therefore not giving the screen their full attention, this is exactly what they need to know before clicking the Add to Basket button. These are referred to as the 4Ws throughout this guide. ![]() In both of these first two examples, it's easy to look at the product and see immediately who is the brand, what it is, which variety it is and ho w much of it there is.
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