Reference no: EM133183967

Part I: The Naked Brand Video

The Interbrand video production of "The Naked Brand" postulates a variety of perspectives on how the onset of Covid-19 "is an accelerator of what was going to already happen."  A story about how the role of branding is globally changing in today's business world. 

1. After watching and having a chance to reflect on the Business Unusual video what are your thoughts and perspectives concerning the changes that have and seem to be coming due to the Covid-19 pandemic?  Are you any more or less optimistic / pessimistic about these apparent changes? Why, why not?  
2. Again, after watching the video and reflecting upon the brand concepts we have discusses as a class thus far, do you perceive of brand marketing concept any differently than you were a few weeks ago?  How so? In what ways?

Part II: I Am A Brand Exercise

For this exercise, try to imagine your career after graduation and applying for your first job.  What kind of "brand" about yourself would you like to build?  Answer the following questions concerning brand knowledge structures as studied in Chapters 2 & 3 to provide some marketing perspectives.

1. Construct a "mental map" of how you would like others to see you.  For example, what would you like fellow workers or supervisors to think of when your name comes to mind.

2. Summarize the mental map in terms of a set of 5-8 core brand values for yourself.

3. From an employer perspective, what points-of-parity (what attributes employers will use to compare you to other candidates) will you need to consider?  What would be your point(s) of difference?

4. Can you arrive at a brand mantra that captures the essence of your brand positioning?

5. How will you go about achieving these strategic goals?  In terms of your brand equity, how do you envision positioning yourself in your future workspace or place?