ANSWER THE QUESTION BASED ON THE BELOW CASE:

Paper Boat, A journey of going back in time and bringing to fore, liquid traditions. Drinks that the many civilizations of this subcontinent inspired. Drinks that are practical and delicious. Drinks that are a product of generations of trial and error. Drinks that are sadly being lost to the excesses of urban life. "Your first craft lesson. Your first rain when you were allowed to go out. Your first sense of accomplishment. Your first sense of loss as it drowned. Your first life lesson about staying afloat in harsh circumstances. Your first science lesson about buoyancy." A paper boat implies a lot of firsts. But it also signifies a different world. With different priorities. Paper Boat, much like the Tagore poem, would send these drinks, these culinary messages to those who have never tasted such concoctions. And of course, to those who long for the days gone by. Of homemade products such as Aamras, Jaljeera, Kokum, Aampanna, Kala Khatta, thandai and many other secret recipes.

QUESTION:What strengths and weaknesses in Paper Boat brand equity do you uncover? What do you note about its pattern of brand associations with respect to cognitive and affective aspects? How should Paper Boat build on its existing brand equity to sustain its unique position?