Task:
Give an overview of potential types of secondary sources of brand knowledge, select two types (e.g., country of origin, event, celebrity endorser, social media influencer, co-branding with other brands) to build customers’ knowledge of the brand from their Branding Group Presentation and describe the two types through one real-world example of other brands using the selected two types of secondary sources (one examples for each type – the examples do not have to come from the industry of your Branding Group Presentation)- Select one specific secondary source for each of the two selected types (e.g., a specific country, event, celebrity endorser, social media influencer, brand for co-branding) and explain why they choose this source and how this specific source helps to build customers’ brand knowledge (which specific associations are to be transferred/borrowed). This discussion should be closely related to the strategic decisions (target group, competitors, brand identity, brand positioning, brand elements) and Discuss the risks of using the selected specific secondary sources.
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