MKTG 1030 WEEK 11

What is brand?

• unique name / image for offering in target segment mind promising significant & differentiated benefit

How can firms build brand?

• define identity

• create & deliver value

• build awareness / engagement

How do firms define brand identity?

• purpose

• position

• visual

How do firms create & deliver value?

• target

• offer

• experience

How do firms build awareness?

• presence

• content

• communication

Why build a personal brand?

• differentiation

• trust

• relationship

H

How do people define brand identity?

• core value

• impression management

How do people create value?

• employer / professor / per management

• skill / knowledge offer

How do people build awareness?

• online presence

• offline network

What are some questions to define brand identity?

• core value

• passion

• career goal

• highlight

• strength & proof

What does MBTI stand for?

Myers-Briggs Type Indicator

What are the MBTI dimensions?

• energy source

• info process

• decision-making

• lifestyle & structure

What is the energy source dimension?

• how you gain energy

What is the info process dimension?

• how you take info

What is the decision-making dimension?

• how you make decision

What is the lifestyle & structure dimension?

• how you organize world

What are the energy source dimension preferences?

• Extraversion

or

• Intraversion

What are the info process dimension preferences?

• Sense

or

• Intuition

What are the decision-making dimension preferences?

• Think

or

• Feel

What are the lifestyle & structure dimension preferences?

• Judge

or

• Perceive

How do people manage impressions?

• dress to impress

How do people dress to impress?

• dress for occasion

• statement accessory

• groom

• stand out

What is on the dress to impress matrix x-axis?

• colour

What is on the dress to impress matrix y-axis?

• style

What are the dress to impress matrix quadrants?

• fashionista

• celeb

• government official

• public

What are the fashionista characteristics?

• shy colour

• bold style

What are the celebrity characteristics?

• bold colour

• bold style

What are the government official characteristics?

• shy colour

• shy style

What are the public characteristics?

• bold colour

• shy style

How do people dress for the occasion?

• understand dress code

• match venue & purpose

• tailor outfit

How do people use statement accesories?

• quality > quantity

• match style

How do people groom?

• hair & nail

• skin

• clothes

What are some tips to standout?

• confidence = key

• personal touch

• attention to detail

What are some business etiquette applications?

• call

• meeting

• email

What are some offline network examples?

• elevator pitch

• coffee chat

• nurture relationship

What are some elevator pitch tips?

• enthusiastic

• memorable

• relatable

• brief

Why' is consistency important in personal brand?

• experiment different identity

• create reliable image

• ensure never updating brand

• switch industry frequently

What are the personal brand key takeaways?

• personal credibility

• professional presentation

• organizational achievement

• stakeholder relationship quality

How do you maintain stakeholder relationship quality?

• don’t let limited resource / experience hinder

• know audience & unspoken

What are the idea pitch archetypes?

• show runner

• artist

• neophyte

• pushover

• robot

• used-car salesman

• charity case

What are the elevation pitch steps?

1. reflection & identification

2. define UVP

3. draft statement

4. elevator pitch