Assignment: Brand and Product Management
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 should contain the following:
- Very briefly describe your new product/brand and your positioning strategy (from mini task 1/2. No mark allocated for this. It is just to remind the reader what your product/brand is. This section is not counted in word limit)
- Choose any 3 (three) of the following secondary associations that you think are most appropriate for your brand.
o Country of origin or other geographic areas
o Channelsofdistribution
o Co-branding(thisincludesingredientbranding) o Spokesperson
o Events(throughsponsorship)
o Other third party sources
For each chosen secondary association discuss:
a. Why the association is appropriate for your brand
b. What brand knowledge/ associations will transfer from the chosen entity to your brand. (Read p 261 to p263 of the text to understand the leveraging process) and
c. 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.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.