INSTRUCTIONS NOT FOLLOWED:THE ATTACHED PHOTO WAS NOT USED IN THE PAPER. PLEASE INCLUDE FROM ITS ASPECTS IN THE LAST PARAGRAPH.

Personal

Brand

Plan

(150

pts)

Throughout

the

semester,

you

will

learn

how

to

develop

yourself

as

a

brand

and

prepare

a

branding

plan

for

yourself

by

the

end

of

the

semester.

More

detailed

guidelines

on

Personal

Brand

Plan

will

be

distributed

in

class.

-----------------------------------------------------------------------------------------------------------------------------

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1.

Student

clearly

stated

the

goal

of

this

brand

plan.

a.

The

goal

is

specific

and

concrete

.

b.

Student

listed

a

set

time

period

to

achieve

it.

2.

Student

showed

evidence

of

his/her

analysis

based

on

his/her

knowledge

of

the

course

material

a.

Primary

target

market

(at

least

ONE)

must

be

stated

b.

and

their

needs

described

c.

The

three

interlocking

models

of

Brand

Strategies

must

be

examined,

so

namely,

i.

Brand

Positioning

model

is

discussed

by

1.

listing

PODs

and

POPs

2.

stating

Brand

Mantra

/Brand

Essence

(three

components)

ii.

Brand

Resonance

model

(fitting

the

target

market,

discuss

each

level

of

the

Brand

Resonance

Pyramid).

In

particular,

student

discussed

the

following:

1.

How

to

increase

salience/awareness

2.

What

attributes

of

performance

or

imagery

are

relevant

for

st

udent’s

context

3.

What

feelings/judgments

student

should

emphasize

4.

What

dimensions

to

emphasize

when

developing

his/her

own

brand

personality

iii.

Brand

Value

model

(discuss

the

initial

stage

of

Marketi

ng

Program

investment.

Elaborate:

1.

how

to

achieve

DRIVE

(Distinct,

Relevant,

Integrated,

Value,

and

Excellence

)

and

2.

to

build

CREDIBILITY

(expertise,

trustworthiness,

and

likability

).

3.

What

you

will

do

in

terms

of

managing

Brand

Elements

.

4.

Entities

you

can

utilize

for

connecting

secondary

associations

5

.

Distribution

strategies

(where

or

with

whom

would

you

place

your

resume

and

bio?)

6

.

Communicationtactics

(how

would

we

promote

ourselves?)

3.

Student

clearly

stated

action

steps

a.

Stated

action

steps

are

at

least

3

and

more

than

5

preferably

b.

Action

steps

are

logical

results

of

the

analysis

and

relevant

to

achieving

your

overall

goal

c.

Action

steps

are

recurring

steps

as

part

of

an

ongoing

system

,

rather

than

for

one

-

time

only

e.

Action

steps

are

specific

and

concrete

enough

to

assess

achievability

f.

Action

steps

are

feasible

and

realistic

4.

Student

conducted

research

(other

than

reading

the

textbook)

in

order

to

assess

his/her

current

status

(databases,

industry

reports,

journals,

trade

publications,

blogs,

urls,

youtube

videos,

etc.)

a.

referenced

publications

should

be

at

least

5

and

preferably

more

than

10

.