MMK280 Brand Management

MMK280 Brand Management

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MMK280 Brand Management

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MMK280 Brand Management

1 Download7 Pages / 1,610 Words

Course Code: MMK280
University: Deakin Business School is not sponsored or endorsed by this college or university

Country: Australia


Personal brand is all about taking ownership of your own career. It starts with creating a statement that captures what you wish to be known for by those you work with. It should reflect your personal values and strengths – the unique essence of who you are and what you have to offer” (EY, 2017). At the most basic level, every product, service or experience is made up of many different attributes – those attributes are the key characteristics that define its identity. Your personal brand too is composed of many different attributes that are uniquely ascribed to self.
This task is designed to assist in identifying your core values, qualities and skills that you want to highlight and is the first building block to creating a solid foundation for the rest of your personal brand identity.   

The purpose of this task is to reflect on one’s self and help you identify your personal values, qualities and skills at this point in time. Select ALLthe key words in Table 1 by clicking on the box that most resonate (importance) with you from the list below. Feel free to add any other words that are not listed. It is important to identify all the relevant key words as this will assist in completing weeks 3 and 4 task.

Personal?branding reflects how we want to be perceived by employers, potential employers, peers, and others; it is a major key to long?term career success. Personal branding occurs when an individual develops and markets themselves in the same manner as a brand of a good, service or experience would be marketed.The concept underlying the Brand Equity Framework is one of building strong brands. To build a strong personal brand, you must shape how e.g., potential employers think and feel about you. You need to build and convey the right type of experiences around your brand which ultimately leads to positive thoughts, feelings, beliefs, perceptions and opinions about you.
Your task is to applythe CBBE model building blocks to assist in building your personal brand. Fill in the CBBE model using key words which represent you as a brand (You can change the design if you wish) Provide a narrative (discussion) to explain how you have developed your personal brand based on the words.


Personal branding is considered to be a process that develops a mark based on the name or career. The marks are used to communicate and present the values, personality, and skills.
Personal Values, qualities, and skills
To experience and seek out joys and pleasures it is important to find values, fulfillment, and happiness in life to lead a happy life. My core values provide me with a framework for achieving, pursuing and identifying my needs that will be most satisfying and long-lasting. I aim to become an IT professional where I would like to work with network, software and hardware engineering. The IT industry is considered to be a technical field where the employees contribute to the success of the company. I always strive hard to build personal development to achieve my goals.
My brand is that I am super energetic while executing my work. Personal values, qualities, and skills are something that tells about the behaviors and characteristics of an individual. While executing any work I possess certain values, qualities, and skills such as I am action oriented, honest, realistic, impartial, helpful, organized, critical thinker and thoughtful. All these qualities and skills make an individual gain success in their professional career. I also believed that I am energetic and cheerful while doing my work.



Rationale – Evidence of this skills



I believe that I am action oriented as I always adopt practical action to deal with a certain situation or problem. It helps an individual to develop SMART goals to be a successful person in life.



While executing a work I always cheerful because it helps me to stay away from stress and execute my work efficiently and effectively. It is helpful in doing the work with pleasure and joy.



Energetic refers to a person who possesses tremendous energy. Being energetic helps an individual to boost his mood and increase his energy.  



Setting SMART goals helps an individual to become realistic. It is significant for an individual to be realistic to have a practical and sensible idea about the objectives to be achieved in life.



While working in an organization, it is significant for a person to be helpful. Being helpful makes an individual supportive, kind, caring and thoughtful.

Table 1: Top 5 Personal Values, Qualities and Skills

Personal Statement

            I always help people to create new opportunities in their careers and businesses by making them cheerful and energetic. It makes me feel happy and thoughtful.

Table 2: Personal Brand Statement 
Week 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance
It reflects upon the needs to be perceived by peers, employees, and others for long-term success in professional and personal life. The pathway towards building a strong brand is entirely based on personal brand resonance.
Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model)
Personal brand resonance is entirely based on brand equity pyramid which is also known as Resonance model. The resonance model consists of the following factors such as resonance, judgments, feelings, performance, imagery, and salience. It is observed that to build a strong brand; it is important to have a good relationship with the employees in the workplace environment. Building a strong relationship with the peers within the workplace results in building positive opinions, perceptions, beliefs, and thoughts. According to me, my co-workers feel that I am efficient, I have a good sense of humor, trustworthy and understanding.
All these qualities and skills develop a personal brand of an individual. Based on the following perspective I feel that I possess strong resonance. My judgments related to any decision are positive. Also, I have a feeling of satisfaction towards a needy. My performance in achieving the target is result-oriented, where I possess supportive imagery and I am always dedicated to my work. All these perspectives help me to develop my personal brand. The following skills help an individual to not only develop his or her personal brand but also helps to set a goal and achieve it.

                                                           Personal Brand CBBE Framework
Brand Identity (Salience)
Brand identity helps an individual to develop brand salience and to be dedicated to working. It helps a person to be prominent and noticeable within an organization.
Brand Meaning (Performance)
It is considered to be a significant part of personal brand development, by which the individual’s performance is measured considering the skills and the qualities acquired. Therefore, the performance of an individual must focus on achieving the results that make the person result-oriented.
It demonstrates the personality of an individual based on his values, skills, and qualities. In other words, it represents the image of a person to develop a personal brand. Thus, an individual must possess a supportive image in front of other co-workers.
Brand Response (Judgement)
While giving a response to develop a personal brand, it becomes important for an individual to give positive and appropriate judgments based on the situation.
While executing any work, it is vital for an individual to have positive feelings that enhance an individual to execute excellent work. A person must be satisfied while working in an organization.  
Brand Resonance
Brand resonance reveals the feeling of effectiveness and power that helps a person to attain their goals. Thus, an individual must have a strong resonance to develop a personal brand.
Week 5: Employment Advertisement Analysis
Identifying the Gap between Current Core Values, Qualities, and Skills, and Desired Employment Attributes in the Market Place
It will provide with five job advertisements that will discuss different competency skills along with strengths and weaknesses.

Core Skill Competency

Specific requirements

Example from Job Advertisements



Written communication

Voyages Indigenous Tourism Australia-Retail Assistant: An ability to prepare written documents.

I have improved my written skills, but I recognize that I must work systematically.


Motivational skills

Big W- Store Team Member: An ability to motivate the employees.

I have gathered knowledge that I have improved my motivational skills, but there is a need to motivate the employees to perform better.



Kelly Services- Store person: An ability to solve the problems arise within the organization.

I must learn how to solve the problems. Hence, this is my weakness.  


Working together

Marley Spoon-Production Team Lead: An ability to work in a team.

I have gained knowledge of how to work in a team to achieve the organizational goals.


Accepting the situations

Trojan recruitment group-Process worker: An ability to adapt the changes that takes place within the organization.

I must learn to adjust to the changing situations in an organization.

Table 3: Desired Attributes in Graduate Employability
Based on the job advertisement mentioned above there possess some of the strengths and weaknesses based on the requirements for the job.



§ I have improved my written skills

§ I must work in a systematic manner

§ I have improved my motivational skill

§ I must learn how to solve the problems

§ I have learned how to work in a team

§ I must learn the techniques of how to adjust to the changing situation

§ I have improved my communication skill

§ I must improve my reliability skill

Table 4: Strengths and Weaknesses
The following strengths and weaknesses will eventually help me to develop my personal brand and employability skills. This would enhance me to improve my weaknesses to achieve the goals.
Week 6 and 7: Closing the Gap 
Personal Brand and Employability Strategy Development
The aim is to recognize the gaps between the present and the future based on the values, qualities, and skills. The development strategy will help in sustaining and improving the skills that are required while working in an organization. It will also help in sustaining and building strengths and eliminate the weaknesses to develop the skill set of employability and personal brand.

Core values, qualities, and skills I want to sustain

What specific steps or strategies will I undertake to achieve this goal(s)?


1. Accept and recognize the feelings
2. Stop comparing with others


1.Learn more about practical skills
2.Discover new ways to socialize

Table 6: Values, qualities, and skills – Sustain

Core values, qualities, and skills I want to change/ improve

What specific steps or strategies will I undertake to achieve this goal(s)?


1.Learn to handle difficult situations
2. Remember significant factors to achieve goals


1. Be accountable
2. Be consistent and set realistic goals.

Table 7: Values, qualities, and skills – Improve 
Reflection on developing a personal brand and employability skills

To develop a personal brand and employability skill I acknowledged the fact that it becomes important for me to define who I am and determine my perceived values. During my journey to develop personal brand I understood that it is significant to set career goals that reflect upon my personal brand and employability skills. Sustaining and improving values, qualities, and skills helps an individual to enhance my development and career in the future. During the assessment, I have gathered knowledge regarding my strengths and weaknesses and techniques of how to improve them for future development. I have understood the fact that different values, skills, and qualities are helpful in building our knowledge and skills. This skills would rather help me in executing my job effectively and present myself in front of others in a better way.

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