This section should include 700 words of reflection on your learning on this module and how it has impacted on the decisions you have made regarding the content you have included and the analysis you have carried out. You should consider the models, academic theories, and any examples or case studies you have used to inform the decision you have made and why these were the most appropriate. You should also reflect on the peer feedback you received, though you do not necessarily need to follow the recommendations from the peer feedback. In carrying out this exercise, you are also encouraged to utilise Kolb's learning cycle or Gibb's reflective cycle
brand management
Part B - Individual Reflection (25%%- A screensho Part B - Marking Criteria Tamework factors twee your brand (week 3). First : 2. A screenshot of your reply to another student's forum post (of your choosing) with 200 words of feedback on their mindmap before 5pm on the Friday of . Excellent critical evaluation and self-reflection week 6. Your feedback should consider the merits of their extension idea for the brand they have chosen. Is it clearly a brand/category extension? What skills showing strong engagement with the are the strengths and weaknesses of their audit and equity framework factors? Is there anything they should emphasise; anything they should course content, and excellent understanding of exclude? the benefits and limitations of the chosen tools 3. This section should include 750 words of reflection on your learning on this module and how it has impacted on the decisions you have made regarding and principles. 18-25 marks the content you have included and the analysis you have carried out. You should consider the models, academic theories, and any examples or case studies you have used to inform the decision you have made and why these were the most appropriate. You should also reflect on the peer feedback you received, though you do not necessarily need to follow the recommendations from the peer feedback. In carrying out this exercise, you are also encouraged to utilise Kolb's learning cycle or Gibb's reflective cycle. Kolb's Experiential Learning Cycle Kolb's Experiential Learning Cycle (1984) "Learning is the process whereby knowledge is created I. Concrete experience - encounter Concrete through the transformation of experience" new or reinterpret existing experience Experience (doing / having an 2. Reflective observation - experience) (Kolb, 1984, p. 38). inconsistencies with experience Active Reflective and understanding? Experimentation Observation 3. Abstract Conceptualisation - (planning / trying out reviewing / reflecting reflection gives rise to new idea or what you have learned) on the experience) modification of existing idea Abstract 4. Active experimentation - Conceptualisation application of idea to world around (concluding / learning them from the experience)Learning Styles - Kolb (1974) Gibbs Reflective Cycle (1988) Concrete Description Experience What happened? Feeling Action Plan would you do? What were your winking Accommodating Diverging Gibbs and feeling? feel and do Continuum feel and watch Active Processing Continuum Reflective Reflective Experimentation - Observation Doing Watching Cycle Conclusion Evaluation Converging What cise could you have Perception Assimilating what was good and Ben think and do think and watch dane'? about the experience? Analysis What sense can you make of the situation? Abstract Conceptualisation Thinking The Problem Gig economy = less job security . Average person switches jobs every 2-3 years Personal Brand . 43% of US work force are contractors . 4.7m workers in the UK are in the gig economy . 10% of UK workers use a gig economy platform once a week; could slow in the UK due to IR35 (Castrillon 2019) UK Digital Ad Spending, 2018-2022 billions of F % change and " of total media ad spending The Problem 450,00 806,000 Gig economy 350,000 250,000 Crowded market 200,080 Also equals great 190,000 . >400k graduates 190,090 opportunity 50,000 . 28% of grads had a 1 st 2034/25 204 5/16 2036/17 2013/18 . You can craft a unique and . First dana honour Upper second dana honours diverse set of clients andUK Digital Ad Spending, 2018-2022 billions of f % change and i of total media ad spending The Problem 450,000 Gig economy 350,000 800,050 250,009 . Crowded market 206,060 . Also equals great 150 000 >400k graduates 190,009 opportunity 50,000 28% of grads had a 1 st 2014/15 2015/16 2046/17 3417/18 3010719 . You can craft a unique and First dans honour secund lais harours . Third cloris hascurriPass diverse set of clients and . Increasingly crowded and and includes go me various forseats of advertising on those platforms career noisy mediascapes www eMarketer.D . It's where you are launching your careers Need: Brands . To differentiate ourselves through providing American Marketing Association still defines distinct and unique value proposition brands as: . Personal Brands are a way of framing this "a name, term, design, symbol, or any other feature that identifies one seller's good or service . This requires self-awareness as distinct from those of other sellers" (AMA 1948) 95% of people believe they are self aware; but only 10-15% are (Eurich 2018) "A name, term, symbol, design or a combination of these, which is used to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." Kotler et al 2001 Driven by Associations Perceptions GYMSHARK Functional and Brand Relationship S EmotionalEmotional Simplify Decision Making Rossenbaum-Elliot et al 2018 Personal Brands Personal Brands . 'The unique combination of skills and experiences that make you who Shouldn't be: you are' Forbes 2019 . Narcissistic/self-indulgent . "Your brand is what people say about you when you are not in the . about being as visible as possible or a room" (Jeff Bezos) constant pursuit of continuous . "Your personal brand is your reputation. And your reputation in improvement with your vanity metrics perpetuity is the foundation of your career." (Gary Vee) THE SELFIE SYNDROME What associations do you want people to have about you? Creative? Reliable? What's your desired narrative? Personal Brands How do you differentiate? What am I Should be: Unique Value Proposition: Consciously constructed and cultivated (you have one . Who are my customers? regardless; will you define it or let others do it for you?) . What are their needs? What is What do someone Consistent: "Powerful brands communicate their values . At what price am I going to enjoy? willing to pay through every point of contact they have with meet those needs? me to do? consumers." White & de Chematony, 2002 . Delivered! . Develop your personal brand Promise without delivery is extremely damaging (Hastings 2007) positioning statement/mantra "It's like painting the toilet door when the cistern is broken" (Wally Olins)Brand positioning statement or Marketing Mix personal brand statement . Product . Consumer . Solution Need to clearly communicate who you are and what you do . Place . Convenience . Access Includes: . Price . Cost . Value . Statement of the target audience . Description of the frame of reference (of choices in which the brand exists) . Communicat . Education . Promotion Point of differentiation from competitors (emotional and functional) ion Schultz et al (1992) (Ettenson, Conrado, "Certeza is the simplest water treatment method that leaves your water and Knowles 2013) tasting pleasant and makes it easier to be a good mother'. (Evans 2016) . "I help_ do_ . "Develop creative brand strategies that help small organisations find new customers." Promotion, Communication, Promotion, Communication, Education: Education: Where do you spend Everything you do online is potentially communicating who you most of your time are to a client/employer Every touch point/post is an opportunity to build your brand on Amazon? 70% of employers use social media to check on an applicant Customer Reviews during the hiring process 4.8 out of 5 stars . 48% of employers use it to check on their current employees . More than half of employees have found content that has caused 5 star 87% Share your thoughts with other customers 4 star 10% them not to hire a candidate 3 star 3% Write a customer review 2 star ON . 47% say that if they can't find you online, you won't get the 1 star interview See all 38 customer reviews . (CareerBuilder 2018) Amazing new tools to connect with Measure clients in . Social Listening . But beware of vanity metrics

Question

This section should include 700 words of reflection on your learning on this module and how it has impacted on the decisions you have made regarding the content you have included and the analysis you have carried out. You should consider the models, academic theories, and any examples or case studies you have used to inform the decision you have made and why these were the most appropriate. You should also reflect on the peer feedback you received, though you do not necessarily need to follow the recommendations from the peer feedback. In carrying out this exercise, you are also encouraged to utilise Kolb's learning cycle or Gibb's reflective cycle

brand management

Part B - Individual Reflection (25%%- A screensho Part B - Marking Criteria Tamework factors twee your brand (week 3). First : 2. A screenshot of your reply to another student's forum post (of your choosing) with 200 words of feedback on their mindmap before 5pm on the Friday of . Excellent critical evaluation and self-reflection week 6. Your feedback should consider the merits of their extension idea for the brand they have chosen. Is it clearly a brand/category extension? What skills showing strong engagement with the are the strengths and weaknesses of their audit and equity framework factors? Is there anything they should emphasise; anything they should course content, and excellent understanding of exclude? the benefits and limitations of the chosen tools 3. This section should include 750 words of reflection on your learning on this module and how it has impacted on the decisions you have made regarding and principles. 18-25 marks the content you have included and the analysis you have carried out. You should consider the models, academic theories, and any examples or case studies you have used to inform the decision you have made and why these were the most appropriate. You should also reflect on the peer feedback you received, though you do not necessarily need to follow the recommendations from the peer feedback. In carrying out this exercise, you are also encouraged to utilise Kolb's learning cycle or Gibb's reflective cycle. Kolb's Experiential Learning Cycle Kolb's Experiential Learning Cycle (1984) "Learning is the process whereby knowledge is created I. Concrete experience - encounter Concrete through the transformation of experience" new or reinterpret existing experience Experience (doing / having an 2. Reflective observation - experience) (Kolb, 1984, p. 38). inconsistencies with experience Active Reflective and understanding? Experimentation Observation 3. Abstract Conceptualisation - (planning / trying out reviewing / reflecting reflection gives rise to new idea or what you have learned) on the experience) modification of existing idea Abstract 4. Active experimentation - Conceptualisation application of idea to world around (concluding / learning them from the experience)Learning Styles - Kolb (1974) Gibbs Reflective Cycle (1988) Concrete Description Experience What happened? Feeling Action Plan would you do? What were your winking Accommodating Diverging Gibbs and feeling? feel and do Continuum feel and watch Active Processing Continuum Reflective Reflective Experimentation - Observation Doing Watching Cycle Conclusion Evaluation Converging What cise could you have Perception Assimilating what was good and Ben think and do think and watch dane'? about the experience? Analysis What sense can you make of the situation? Abstract Conceptualisation Thinking The Problem Gig economy = less job security . Average person switches jobs every 2-3 years Personal Brand . 43% of US work force are contractors . 4.7m workers in the UK are in the gig economy . 10% of UK workers use a gig economy platform once a week; could slow in the UK due to IR35 (Castrillon 2019) UK Digital Ad Spending, 2018-2022 billions of F % change and " of total media ad spending The Problem 450,00 806,000 Gig economy 350,000 250,000 Crowded market 200,080 Also equals great 190,000 . >400k graduates 190,090 opportunity 50,000 . 28% of grads had a 1 st 2034/25 204 5/16 2036/17 2013/18 . You can craft a unique and . First dana honour Upper second dana honours diverse set of clients andUK Digital Ad Spending, 2018-2022 billions of f % change and i of total media ad spending The Problem 450,000 Gig economy 350,000 800,050 250,009 . Crowded market 206,060 . Also equals great 150 000 >400k graduates 190,009 opportunity 50,000 28% of grads had a 1 st 2014/15 2015/16 2046/17 3417/18 3010719 . You can craft a unique and First dans honour secund lais harours . Third cloris hascurriPass diverse set of clients and . Increasingly crowded and and includes go me various forseats of advertising on those platforms career noisy mediascapes www eMarketer.D . It's where you are launching your careers Need: Brands . To differentiate ourselves through providing American Marketing Association still defines distinct and unique value proposition brands as: . Personal Brands are a way of framing this "a name, term, design, symbol, or any other feature that identifies one seller's good or service . This requires self-awareness as distinct from those of other sellers" (AMA 1948) 95% of people believe they are self aware; but only 10-15% are (Eurich 2018) "A name, term, symbol, design or a combination of these, which is used to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." Kotler et al 2001 Driven by Associations Perceptions GYMSHARK Functional and Brand Relationship S EmotionalEmotional Simplify Decision Making Rossenbaum-Elliot et al 2018 Personal Brands Personal Brands . 'The unique combination of skills and experiences that make you who Shouldn't be: you are' Forbes 2019 . Narcissistic/self-indulgent . "Your brand is what people say about you when you are not in the . about being as visible as possible or a room" (Jeff Bezos) constant pursuit of continuous . "Your personal brand is your reputation. And your reputation in improvement with your vanity metrics perpetuity is the foundation of your career." (Gary Vee) THE SELFIE SYNDROME What associations do you want people to have about you? Creative? Reliable? What's your desired narrative? Personal Brands How do you differentiate? What am I Should be: Unique Value Proposition: Consciously constructed and cultivated (you have one . Who are my customers? regardless; will you define it or let others do it for you?) . What are their needs? What is What do someone Consistent: "Powerful brands communicate their values . At what price am I going to enjoy? willing to pay through every point of contact they have with meet those needs? me to do? consumers." White & de Chematony, 2002 . Delivered! . Develop your personal brand Promise without delivery is extremely damaging (Hastings 2007) positioning statement/mantra "It's like painting the toilet door when the cistern is broken" (Wally Olins)Brand positioning statement or Marketing Mix personal brand statement . Product . Consumer . Solution Need to clearly communicate who you are and what you do . Place . Convenience . Access Includes: . Price . Cost . Value . Statement of the target audience . Description of the frame of reference (of choices in which the brand exists) . Communicat . Education . Promotion Point of differentiation from competitors (emotional and functional) ion Schultz et al (1992) (Ettenson, Conrado, "Certeza is the simplest water treatment method that leaves your water and Knowles 2013) tasting pleasant and makes it easier to be a good mother'. (Evans 2016) . "I help_ do_ . "Develop creative brand strategies that help small organisations find new customers." Promotion, Communication, Promotion, Communication, Education: Education: Where do you spend Everything you do online is potentially communicating who you most of your time are to a client/employer Every touch point/post is an opportunity to build your brand on Amazon? 70% of employers use social media to check on an applicant Customer Reviews during the hiring process 4.8 out of 5 stars . 48% of employers use it to check on their current employees . More than half of employees have found content that has caused 5 star 87% Share your thoughts with other customers 4 star 10% them not to hire a candidate 3 star 3% Write a customer review 2 star ON . 47% say that if they can't find you online, you won't get the 1 star interview See all 38 customer reviews . (CareerBuilder 2018) Amazing new tools to connect with Measure clients in . Social Listening . But beware of vanity metrics