MKB2706 Brand and Product Management, S1 2019
Assessment 2: Mini Tasks (4 mini tasks worth 20%)
Mini task 4 Leveraging Secondary Associations (5% marks)
Instructions:
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: