MKTG2001 Brand Management
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Graded activity 5
(Module 7 – Leveraging secondary brand associations)
Submit this activity on Blackboard by Teaching Week 8, Friday before 11.59 pm.
Type your answers in the text boxes provided.
If your answer contains any information that is not your own idea (i.e., if the example is not
from a personal experience with the brand), it should be referenced accordingly using the
Chicago 17th B referencing style –
https://uniskills.library.curtin.edu.au/referencing/chicago17/introduction/)
The brand knowledge eco-system model is a good way for brands to evaluate new and existing
opportunities that they can leverage relating to both primary and secondary entities.
For this activity, you will need to do some research on the brand Boost Juice and apply what you
have found to the “brand knowledge eco-system model” discussed in the module. The ‘Boost
study kit’ is a useful resource – https://www.boostjuice.com.au/downloads/Boost_Study_Kit.pdf
You should also look for other sources of information (e.g., brand website, social media channels,
news articles etc.) for this activity.
In your discussion, evaluate how effectively the brand has leveraged the following associations
based on the brand knowledge eco-system model discussed in Module 7 (Brand, People, Place &
Third-party sources).
Discuss any relevant ‘Brand’ related associations that Boost Juice is currently leveraging.
This can include brand extensions, co-branding, partnerships, licensing agreements, ingredient
branding. Ensure you discuss how these associations aids Boost Juice in
improving/enhancing consumer perceptions. (50-150 words)
MKTG2001 Brand Management
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Discuss any relevant ‘People’ related associations that Boost Juice is currently leveraging.
This can include: Employees, celebrity/influencer sponsorships. Ensure you discuss how these
associations aids Boost Juice in improving/enhancing consumer perceptions. (50-150 words)
Discuss any relevant ‘Place’ related associations that Boost Juice is currently leveraging.
This can include country (or a specific geographic location local or international) of origin
associations, third-party distributors (e.g., retailers). Ensure you discuss how these
associations aids Boost Juice in improving/enhancing consumer perceptions. (50-150 words)
MKTG2001 Brand Management
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Discuss any relevant ‘Third-party sources’ related associations that Boost Juice is currently
leveraging. This can include events, awards, accreditations, or certifications. Ensure you
discuss how these associations aids Boost Juice in improving/enhancing consumer
perceptions. (50-150 words)
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