Mini task 4 – Leveraging Secondary Associations

MKB2706 Brand and Product Management

Tutorial 7: Leveraging Secondary Associations, S1 2019 After completing the workshop activities you should be able to:

• Explain the process by which a brand can leverage secondary associations

• Outline the eight main ways to leverage secondary associations

• Describe some of the key tactical issues in leveraging secondary associations from

different entities

Discussions and class activities:

Activity 1 (10 minutes) Briefly discuss a brand management issue that is current in the media this week. Activity 2 (10 minutes) Think of the country in which you live. What image might it have with consumers in other countries? Are their certain brands or products that are highly effective in leveraging that image in global markets. Activity 3 (15 minutes) (vi) If you were to select a celebrity endorser for the following brands who would you pick? Explain your recommendations.

Activity 4 (15 minutes)

Identify and justify co-branding opportunities for the following brands.

Activity 5: Weekly Quiz (5 min test +5 min discussion= 10 minutes) Test will be based on the pre- readings for this week (i.e. week 7). Immediate feedback on the Quiz questions.