Brand Assignment – Instruction:
you have to develop a brand concept for the one of the important brands you will ever be responsible for – yourself – in the professional space. This is not an Audit (looking at what was or is) but a Plan (= what will be). The following steps you have to take:
Develop and State the Mission Goals and Objectives for your “I” brand
Analyze and describe the target audience you want “I” to resonate with
Describe “I” Positioning in the competitive space, Value Proposition
Analyze “I” points of parity/difference, uniqueness, competitive advantage
Describe “I” brand identity and brand image
Plan brand-building and an integrated marketing communication program for “I”
You will be judged based on four components. The first is the degree to which the analysis conveys objectivity, factual accuracy, value-adding components and points of differentiation; the overall analysis must be convincing.
The second is based on clarity of the components and the relationship between them. The outcomes must demonstrate transferability across other people, brands, and operating environments.
The third is based on the referenced reading (see X), is administered and based on the how brand elements are influenced through the dynamics of attitude development. A fourth is based on each student’s ability to identify a differential across an alternative culture-based audience and demonstrate how this differential impacts on the branding strategy. The student must provide supporting documentation (Hoefstede) for the identified differential.
This is expected to be an in class presentation that includes a PowerPoint or Prezi presentation.
