MKB2706 Brand and Product Management, S1 2019
Assessment 2: Mini Tasks (4 mini tasks worth 20%)
Mini task 4 – Leveraging Secondary Associations (5% marks)
This task requires you to apply the theories and concepts you learnt in week 7. In last mini task you selected brand elements to facilitate brand identification and differentiation.
In this mini task you need to focus on selecting some secondary associations for your brand. Leveraging secondary associations is an indirect approach to build brand equity.
Secondary associations are discussed in Chapter 7 (Leveraging Secondary Associations to build brand equity) of the text. Please read this chapter before you attempt this task.
Mini task 3 should contain the following:
o Country of origin or other geographic areas
o Co-branding(thisincludesingredientbranding) o Spokesperson
o Other third party sources
For each chosen secondary association discuss:
why the association is appropriate for your brand
what brand knowledge/ associations will transfer from the chosen entity to your
brand. (Please read p 261 to p263 of the text to understand the leveraging process) and
How it would help to build equity of your brand
Use a wide range and a variety of sources as a base of your discussion and to provide strong support for your arguments.
Your assignment will be graded based on the following: