MMK280 Brand Management

MMK280 Brand Management

T2, 2024

Developing Your Experience Portfolio & Building Your Personal Brand

Details

Name: Jett BerminghamID: 221271709

Course: M300

Major(s): Accounting

Minor(s) Marketing

Campus: Warrnambool

Seminar: Developing Your Experience Portfolio & Building your Personal Brand

Employability Assignment Submission Details

DUE DATE AND TIME:Week 6, Thursday, 22 August 2024, 20.00 (8:00pm*) AEST

INDIVIDUAL ASSIGNMENT:Individual Completion

WORD LIMIT:1,500 words Maximum (see submission instructions for content that is not included in the word count)

PERCENTAGE OF FINAL GRADE:20%

HURDLE DETAILS:Not applicable

If you own your own business, please contact the Unit Chair prior to commencing this assignment as a different version of the assignment will be provided.

*Please submit the completed workbook to the dropbox by the submissions deadline as described in the unit guide. Weekly submissions are not required. You have until 11.59pm on the due date to submit without penalty.

2063750332105Please note. Work or parts of work that you have submitted in the past for assessment cannot be re-submitted for assessment in another unit without your Unit Chair's written permission. This includes work submitted for assessment in any unit at Deakin or at another academic institution. If you wish to reuse or extend parts of previously submitted work, then you should discuss this with the Unit Chair before the submission date. Depending on the nature of the task, the Unit Chair may permit or decline the request.

0Please note. Work or parts of work that you have submitted in the past for assessment cannot be re-submitted for assessment in another unit without your Unit Chair's written permission. This includes work submitted for assessment in any unit at Deakin or at another academic institution. If you wish to reuse or extend parts of previously submitted work, then you should discuss this with the Unit Chair before the submission date. Depending on the nature of the task, the Unit Chair may permit or decline the request.

Learning Outcome Details

Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)

ULO 1: Explain the role of branding in business contexts using relevant marketing and branding theories and frameworks. GLO1: Discipline-specific knowledge and capabilities

ULO 2: Understand and reflect on how brand theories and frameworks can be effectively leveraged to inform professional brand identity and career development. GLO1: Discipline-specific knowledge and capabilities

GLO6: Self-management

Table of Contents

TOC o "1-3" h z u Weeks 1 and 2: Personal Brand and Experience Portfolio Development PAGEREF _Toc139186407 h 51. Personal Values, Qualities and Skills PAGEREF _Toc139186408 h 5Weeks 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance PAGEREF _Toc139186409 h 112. Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model) PAGEREF _Toc139186410 h 11Week 5: Employment Advertisement Analysis PAGEREF _Toc139186411 h 143. Aligning your Experience Portfolio with Industry Standards PAGEREF _Toc139186412 h 14Week 6: Reflection on your Experience Portfolio PAGEREF _Toc139186413 h 174. Personal Brand and Experience Strategy Development PAGEREF _Toc139186414 h 17Appendix 1: Your Job Advertisements Screenshot PAGEREF _Toc139186415 h 19Submission Instructions (Must Read) PAGEREF _Toc139186416 h 20

Personal Brand and Experience Portfolio Development

1. Personal Values, Qualities and Skills

Table 1: Personal Values, Qualities and Skills

Action-oriented Compassion Engagement Guidance Maturity Prosperity

Sensitivity

Variety

Accomplishment Competence Enjoyment Happiness Maximising

Punctuality Sharing Versatile

Accountability Competitive Enthusiasm Hardworking Meaning Pursue

Significance Victory

Accuracy Completion Entrepreneurialism Health Merit Quality Simplicity Vision

Achievement Composure Equality Helpful Meticulous Quality of work Sincerity Warm

Adaptability Comprehensive Equitable

History Mindfulness Quirky

Skill Wealth

Advancement Confident Ethical Honesty Modesty Rational Smart Welcoming

Adventure Conformity Expectations Hopeful Motivation Realistic Speed Winning

Affection Considerate Excellence Humility Mystery Reason Spirituality Wisdom

Affluence Consistency Excitement Humour Nerve Recognition Spontaneity Work ethic

Agility Continuous improvement Experience Imaginative Networker Refined Stability Work life Balance

Altruism Control Expertise Impact Open-minded Reflection Standardisation Others:

Ambition Conviction Explore Impartial Optimistic Relationships Status

Approachable Cooperation Expressive Improvement Organised Relaxed Strength

Assertive Courage Extrovert Independence Originality Reliable Structure

Attention to Detail Creativity Fairness Indispensable Passion Resilient Success

Authority Credible Faith Individuality Patience Resolute Support

Autonomy Critical Thinker Family Influence Peace Resolve Sustainability

Balanced Curiosity Famous Innovative People person Resourcefulness Sympathy

Beauty Decisive Fast-paced Inquisitive Perception Respect Synergy

Being the Best Dependability Flair Insightful Perfection Respect for others Talent

Belonging Dedication Flexibility Inspiration Performance Respect for the individual Team player

Calmness Democratic Fluency Integrity Perseverance Responsibility Tech-savvy

Capable Dependability Focus Intelligence Persistence Results Thorough

Careful Determination Foresight Introvert Personal development Results-oriented Thoughtful

Caring Differentiation Formal Intuitive Personal growth Reverence Timeliness

Certainty Diligence Fortitude Joy Persuasive Rigour Timely

Challenge Directness Forward-Thinking Justice Philanthropy Risk Tolerance

Change Discipline Freedom Kindness Positive Risk-taking Traditional

Character Discovery Fresh ideas Knowledge Potential Sacrifice Training

Charity Diversity Friendly Leadership Powerful Safety Tranquillity

Cheerful Dominance Fun Learning Practical Satisfaction Transparency

Clarity Drive Generosity Level-headed Pragmatic Security Trust

Clear-minded Dynamic Genius Liberty Precise Self-awareness Trustworthy

Clever Eagerness Giving Lively Prepared Self-motivated Understanding

Collaborative Education Global citizen Logic Pride Self-responsibility Uniqueness

Commitment Effective Goodwill Longevity Proactive Self-directed Unity

Common-sense Efficiency Grace Love Problem solver Selfless Universal

Communicator Empathy Group-oriented Loyalty Professionalism Self-reliance Value

Community Empowerment Growth Mastery Progress Sense of humour Value creation

Table 2:

Rank Word Rationale evidence of this skill

1 Enjoyment On weekends, I coach a youth basketball team. It fills my cup of enjoyment when I see the children enhancing their abilities while having a good time. I come up with practice exercises that're both impactful and enjoyable making sure each kid has a great time whilst gaining skills. Seeing their smiles and excitement, over their improvements is the part of my week inspiring me to keep fostering a fun setting.

2 Sincerity Being a member of the leadership team, in my footy squad I make it a point to be genuine with my players. Following a match, I engage in conversations about our strengths and areas needing enhancement providing feedback that is both truthful and helpful. By being sincere I foster trust, among my teammates, who rely on me to communicate trustfully whether we have won or lost.

3 Ambition Being a member of my basketball team, I have the desire to constantly enhance myself and our teams performance. I establish targets, for self-improvement such as boosting my stamina and mastering skills and I dedicate myself towards attaining them. Moreover, my drive also works as inspiration, for my teammates as I push them to overcome their boundaries for all of us to reach our full capabilities.

4 Dynamic As the leader of group projects, in university I believe in staying flexible to keep our team focused. I adjust to everyones needs and requests when organising group catch ups. My skills in being able to adapt to and address everyone needs helps maintain a progression of the project especially since group projects require great flexibility.

5 Determination My dedication to achieving success within my footy drives both my development and that of the team. I confront challenges directly when they become evident so that larger difficulties do not arise. This commitment drives me to reach my individual and teams objectives. I have determination to also motivate my team mates to persist in games where we are losing or not performing to our best standard of footy.

Table 3: Personal Brand Statement

Personal Statement

Teamwork and leadership are strong values of mine. I firmly believe in being authentic and flexible to facilitate progression and achievement whether its guiding individuals, managing projects or motivating others.

Pathway to the Pinnacle of Personal Brand Resonance

647182131302- Flexibility

- Patience

- Reliable

- Team Player

Determination

Dynamic

Ambition

Sincerity

Enjoyment

Achievement

Adaptability

Smart

Quirky

Humour

Confident

Caring

Competence

Enthusiasm

Compassion

Helpful

Happiness

Warm

Welcoming

RESONANCE

FEELINGS

JUDGEMENTS

PERFORMANCE

IMAGERY

SALIENCE

00- Flexibility

- Patience

- Reliable

- Team Player

Determination

Dynamic

Ambition

Sincerity

Enjoyment

Achievement

Adaptability

Smart

Quirky

Humour

Confident

Caring

Competence

Enthusiasm

Compassion

Helpful

Happiness

Warm

Welcoming

RESONANCE

FEELINGS

JUDGEMENTS

PERFORMANCE

IMAGERY

SALIENCE

Brand Identity

Brand Salience:

By being determined to achieve my ambitions it gives me great awareness about my brand objectives. By upholding dynamic attributes, I can adjust accordingly. Having enjoyment in what I do compliments my determination for brand awareness.

Brand Meaning

Performance:

Dedicating myself to be adaptable means that I can adjust my ways to reach my achievements. By reaching my achievements I

am successful.

Imagery:

I have developed a personal brand that is distinctive, relatable, and trustworthy. My brand strikes people because it is authentic and genuine, it demonstrates desire to connect, make a positive impact, and achieve meaningful outcomes.

Brand Response

Judgement:

Through my focus on competence and enthusiasm, Ive been able to build strong relationships, establish a reputation for excellence, and continuously achieve meaningful results. These qualities have helped me navigate my career with confidence, knowing that my personal brand reflects who I am and what I stand for.

Feelings:

By combining compassion, helpfulness, happiness, warmth, and a welcoming nature, I've developed a personal brand that is approachable and trustworthy. People know that when they interact with me, they will be met with kindness, support, and a positive attitude. These qualities define who I am and the environments I create, making them open communication, mutual respect, and collaboration.

Brand Resonance:

By combining flexibility, patience, reliability, and a team-oriented mindset, Ive developed a personal brand that not only emphasises my ability to handle challenges but also highlights my commitment to others. These qualities make me a supportive, dependable, and adaptable professional who adds value to any team or project.

Aligning your Experience Portfolio with Industry Standards Table 4: Desired Attributes in Graduate Employability

Core Skill Competency (broad category) Specific requirements

Example from Job Advertisements NB. Some jobs will have similar skills sets. You must include all skills sets required by the respective organisation Provide evidence (Reflection)

Social and Cultural Awareness Strong Relationships

Account Manager Bunnings Trade Warrnambool: Demonstrated ability to build strong relationships with new customers.

General Manager - Maddens Lawyers (Warrnambool):

Building strong relationships and rapport with the Managing Partner and all partners to assist in shaping the strategy of the firm.

My ability to develop strong relationships with others is evident however I understand that with more experience I could enhance these skills to a more professional relationship.

People Skills Account Manager Bunnings Trade Warrnambool:

Strong customer focus and ability to build rapport.

General Manager - Maddens Lawyers (Warrnambool):

Leading the HR function for the firm both operationally and leading by example to set standards and workplace culture in line with the firms business plan.

I believe my people skills are strong and I can appropriately communicate and interact with other individuals in my team. However, I can identify area for improvement relating to my confidence in managing other colleagues.

Source: Adapted from McArthur, E, Kubacki, K, Pang, B, and Alcaraz, C 2017, The Employers View of Work-Ready Graduates: A Study of Advertisements for Marketing Jobs in Australia.Journal of Marketing Education. 39, 2, pp. 1-12.

4. Personal Brand and Experience Strategy Development

Table 5:

Include ALL the gaps you have identified from your job analysis What specific steps or strategies will you undertake to improve your experience portfolio? You must provide multiple strategies

Experience In Marketing 1. Seek out internships or hands on learning experiences to acquire real world skills.

2. Get involved in gigs. Offer your services for marketing positions to develop a varied portfolio.

Limited Experience in Leadership and Collaboration Take on leadership positions, in your projects or, after school activities to gain experience.

Become a member of group focused clubs or organizations to enhance your teamwork and leadership abilities.

Need for Improved Attention to Detail 1. Set up a system, for reviewing work to catch mistakes and enhance quality.

2. Make use of tools and software specifically created to aid in maintaining precision and focusing on details.

Need For Stronger Communication Skills 1. Join workshops on speaking or communication to enhance your speaking skills.

2. Engage in group activities or leadership positions to improve and refine your communication skills.

Looking back on my journey and building my Personal Brand and Experience Portfolio it's clear that the sought after skills and experience traits in the marketing industry have undergone changes over time. A comparison between job postings and those from 2018 shows a shift towards emphasising digital communication, cross functional teamwork, and advanced technical proficiencies. While traditional qualities like communication, collaboration, and attention to detail still hold importance they now encompass an array of skills, such as managing online communities leading virtual teams and using analytics tools. This transformation has played a role in shaping my personal brand development by allowing me to focus on the relevant and sought after skills. Moreover, this evaluation has been extremely beneficial, in pinpointing areas where I lack experience and strategically planning for their enhancement through internships Work Integrated Learning (WIL) or self-initiated projects. In essence this contemplation underscores the significance of being adaptable and continuously upgrading my skill set to align with the evolving demands of the job market, which has greatly contributed to both my professional advancement.

Appendix 1:

MMK280 Brand Management

Brand Audit and Sustainable (long term) Strategic Brand Development

If you are focusing on your own company, include a logo (if available)

Trimester 2, 2024

Student Name:

Student Number:

Assignment Word Count: Please type your completed assignment word count, not the assignment published word count of 2000 words. The word count must not exceed 2000 words.

Table of Contents

TOC o "1-3" h z u 1. Background PAGEREF _Toc142222954 h 11.1. Company Background PAGEREF _Toc142222955 h 11.2. Market Situation PAGEREF _Toc142222956 h 11.3. Brand Vision PAGEREF _Toc142222957 h 12. Consumer Profile and Positioning Strategy PAGEREF _Toc142222958 h 22.1. Consumer Profile PAGEREF _Toc142222959 h 22.2. Point of Parity PAGEREF _Toc142222960 h 32.3. Point of Difference PAGEREF _Toc142222961 h 32.4. Perceptual/Positioning Map PAGEREF _Toc142222962 h 32.5. Brand Mantra PAGEREF _Toc142222963 h 33. Brand Inventory PAGEREF _Toc142222964 h 33.1. Brand Name PAGEREF _Toc142222965 h 33.2. Logo PAGEREF _Toc142222966 h 33.3. PAGEREF _Toc142222967 h 33.4. PAGEREF _Toc142222968 h 3You need to set up headings for the table of contents to update. PAGEREF _Toc142222969 h 44. Brand Exploratory PAGEREF _Toc142222970 h 44.1. Brand Identity PAGEREF _Toc142222971 h 54.1.1. Brand Salience PAGEREF _Toc142222972 h 54.2. Brand Meaning PAGEREF _Toc142222973 h 54.2.1. Brand Performance PAGEREF _Toc142222974 h 54.2.2. Brand Imagery PAGEREF _Toc142222975 h 54.3. Brand Responses PAGEREF _Toc142222976 h 54.3.1. Brand Judgements PAGEREF _Toc142222977 h 54.3.2. Brand Feelings PAGEREF _Toc142222978 h 54.4. Brand Relationship PAGEREF _Toc142222979 h 64.4.1. Brand Resonance PAGEREF _Toc142222980 h 65. Brand Audit Insights PAGEREF _Toc142222981 h 65.1. Brand Strengths PAGEREF _Toc142222982 h 65.2. Brand Improvements PAGEREF _Toc142222983 h 66. Sustainable (long term) Strategic Brand Recommendations PAGEREF _Toc142222984 h 67. Survey Questions PAGEREF _Toc142222985 h 6Reference List PAGEREF _Toc142222986 h 7

Please do not delete the table of contents. To update the Table of Contents, click on the heading, Table of content and update entire table Please remove these instructions prior to submission.

0421640[Delete this box before submission]

Your Assessment must be formatted as follows:

Word document format only, A4 size (NO PDF OR .pages documents)

12 point, Times New Roman or Arial font

1.5 or double spaced (no single spacing)

Please do not delete the headings as they have been pre-set to develop the table of contents.

If you use tables, graphs or images, use the following captions (captions are short descriptions of the content of the table, graph, image:

Table SEQ Table * ARABIC 1: Short title of content e.g., Table of Competitors

Table captions should be placed above the table

Figure 1: Short title of content e.g., Consumer Profile ..

Figure captions should be placed below the figure/graph/image.

All captions should be in numerical order Figures are for e.g., graphs and charts, images are for logos and pictures. When using information from e.g., the library, you need to include a source directly under the image (should use 9 size font).

e.g.: Source: Australian Bureau of Statistics, 2021.

00[Delete this box before submission]

Your Assessment must be formatted as follows:

Word document format only, A4 size (NO PDF OR .pages documents)

12 point, Times New Roman or Arial font

1.5 or double spaced (no single spacing)

Please do not delete the headings as they have been pre-set to develop the table of contents.

If you use tables, graphs or images, use the following captions (captions are short descriptions of the content of the table, graph, image:

Table SEQ Table * ARABIC 1: Short title of content e.g., Table of Competitors

Table captions should be placed above the table

Figure 1: Short title of content e.g., Consumer Profile ..

Figure captions should be placed below the figure/graph/image.

All captions should be in numerical order Figures are for e.g., graphs and charts, images are for logos and pictures. When using information from e.g., the library, you need to include a source directly under the image (should use 9 size font).

e.g.: Source: Australian Bureau of Statistics, 2021.

1. Background 1.1. Company Background1.2. Market Situation1.3. Brand Vision2. Consumer Profile and Positioning Strategy2.1. Consumer Profile169336894Name of Consumer Segment

Name of Consumer Segment

64489026894Psychographic

Values: Add text

Aspirations: Add text

Anxieties/Challenges: Add text

Psychographic

Values: Add text

Aspirations: Add text

Anxieties/Challenges: Add text

25187936894Education

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Work/Study Experience

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Background

Education

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Work/Study Experience

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Background

127000210820Who am I or who are we? Not included in word count

00Who am I or who are we? Not included in word count

190504077335Figure 1: Consumer Profile

Figure 1: Consumer Profile

02594701Key Characteristics

00Key Characteristics

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2. Add text

3. Add text

01. Add text

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64779071779179Buyer Behaviour

Purchase occasion: Add text

Benefits sought: Add text

User status: Add text

Usage rate: Add text

0Buyer Behaviour

Purchase occasion: Add text

Benefits sought: Add text

User status: Add text

Usage rate: Add text

25082501017179Hobbies and Interests

Add text

Favourite brands

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Influences

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Personal Preferences

0Hobbies and Interests

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Favourite brands

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Influences

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Personal Preferences

19050425449Age: Add text

Gender: Add text

Marital status: Add text

Income: Add text

Location: Add text

Demographics

0Age: Add text

Gender: Add text

Marital status: Add text

Income: Add text

Location: Add text

Demographics

6447189574604Media Habits

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Goals: Add text

Media Habits

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Goals: Add text

2.2. Point of Parity

2.3. Point of Difference2.4. Perceptual/Positioning MapImage only is required.

-76200440055Figure 2: Perceptual Map

Figure 2: Perceptual Map

.5. Brand Mantra

2.5. Brand Mantra3. Brand Inventory3.1. Brand Name3.2. Logo3.3.

Include any other brand elements in the heading, otherwise delete.

3.4.Include any other brand elements in the heading, otherwise delete.

To add additional heading click on styles

Major headings are Heading 1. Sub headings e.g., 3.4 is heading 2 and e.g., 4.1.1 is heading 3

You need to set up headings for the table of contents to update.4. Brand Exploratory-95250348615[text]

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[text]

[text]

[text]

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RESONANCE

FEELINGS

JUDGEMENTS

PERFORMANCE

IMAGERY

SALIENCE

00[text]

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RESONANCE

FEELINGS

JUDGEMENTS

PERFORMANCE

IMAGERY

SALIENCE

Figure 3: Brand Resonance Model

4.1. Brand Identity4.1.1. Brand Salience4.2. Brand Meaning4.2.1. Brand Performance 4.2.2. Brand Imagery4.3. Brand Responses 4.3.1. Brand Judgements 4.3.2. Brand Feelings4.4. Brand Relationship 4.4.1. Brand Resonance

5. Brand Audit Insights5.1. Brand Strengths5.2. Brand Improvements6. Sustainable (long term) Strategic Brand Recommendations

7. Survey QuestionsNot included in word count

left638810[Delete this box before submission]

Your report must be formatted using the APA7 Referencing Guidelines.

Refer: https://www.deakin.edu.au/__data/assets/pdf_file/0009/2236752/Deakin-guide-to-APA7.pdf

References lists should be in alphabetical order irrespective of type of reference. Do not use headings such as books, journal articles.

020000[Delete this box before submission]

Your report must be formatted using the APA7 Referencing Guidelines.

Refer: https://www.deakin.edu.au/__data/assets/pdf_file/0009/2236752/Deakin-guide-to-APA7.pdf

References lists should be in alphabetical order irrespective of type of reference. Do not use headings such as books, journal articles.

Reference ListNot included in word count