Detailed Analysis of Brand Personality in Marketing Strategies Report

This report analyzes the student's learning log from a marketing module, focusing on brand personality and its impact on marketing strategies. The student explores key concepts such as brand development, customer-based brand equity, cognitive dissonance, brand positioning, brand communities, and relational branding. The report details the student's understanding of how companies build and sustain brand value, the importance of customer behavior, and the implications of these concepts for future career endeavors in marketing management. The student reflects on the significance of brand communities, customer relationships, and brand portfolio management in achieving marketing objectives and building brand loyalty. The report also discusses the importance of brand planning and resource allocation in supporting overall marketing strategies.

MODULE LEARNING LOG
Area
DESCRIPTION Thus was the first week of discussion of the main concept of that was responsible for the
creation of the rest of the modules. The main aim of this module’s lectures was to inform
the students regarding the concept of what is a brand and the main ideas behind branding.
There are two concepts that I found interesting. A brand is a unique identity that is built by
employing major strategic decision at the corporate and the operational levels. Branding is
the process of development of the brand.
PROCESS I have always been interested in big brand names. I found it interesting how companies
across different economies build a brand name and sustain it over years. By learning about
the concepts of brand and how brands are developed in have developed an understanding
regarding the importance of branding and the methods that are employed by companies in
order to develop and maintain a brand value as a result of the taken strategies.
IMPLICATIONS
(Academic,
personal and/or
professional)
Understanding the importance of a brand from the perspective of the companies will help
me with my future career endeavours as I seen myself in a high level managerial marketing
position in the future. In the future I will see myself in a position with responsibility to
develop a brand. Furthermore, my desired role would incorporate, development and
understanding of brand value. Thus, I would need to incorporate the same into my work in
order to gain success in the role which I would be entrusted with.

Area
DESCRIPTION The second module focussed on various concept revolving around brand development.
Two of the concepts that highly interested me were customer based brand equity and
cognitive dissonance. I have understood that customer based brand equity refers to the
effects of branding on the consumers. Equity is the value and the goodwill that s
associated to the brand and the latter is a customer equity that is based on the perception
of the customers. The latter is influenced by cognitive dissonance, which is the
inconsistency in the perception and decision making of the customers that result in lack of
brand loyalty.
PROCESS I am highly interested in the concept of branding. I have been able to understand that the
latter is dependent on the behaviour of the customers. Hence, it would be important for
me to understand the concepts of cognitive dissonance and customer based brand equity.
By catering to the above concepts I would be able to develop the understanding of the
behaviour of the customers which would determine the effectiveness of the branding
strategies that I would be possibly making.
IMPLICATIONS
(Academic,
personal and/or
professional)
As a crucial member of the marketing team of the organisation I work for in the future, I
would need to cater to the needs of the customers and prioritise the latter in order for my
strategies to gain effectiveness. Hence, by studying the aforementioned concepts I would
be able to understand the decision making mechanism of customers community which
would help my company develop consumer based brand equity.

Area
DESCRIPTION The third module of the week broadened the understanding regarding the concepts
revolving around brand development. Two out of most important concepts that were
discussed in the module were the concepts of brand personality and brand positioning. I
understood that brand personality refers to the basic human characteristics that are
related to the brand. Brand personality is the assimilation of factors such as sincerity,
sophistication, competence, ruggedness and excitement. On the other hand brand
positioning refers to the position of the brand in the minds of the customer community.
PROCESS Developing understanding regarding the effectiveness of brand positioning and brand
personality can help me in developing my strategic decision making skills. I have been
always been interested in the methods that the companies use in order to communicate
the motives to the customer community. Furthermore, the position that the company
earns in the mind of the customers determines the effectiveness that goes behind the
retention of the customers. Hence, learning about the aforementioned concepts would
help in the development of my skills that would be necessary for me in the future.
IMPLICATIONS
(Academic,
personal and/or
professional)
Formulating strategies on the behalf of the company that I would be a part of in the future
would be crucial for my development in the organisation. As a result of the same I would
need to incorporate the concepts of brand positioning and brand personality while
operating in the organisations. The latter are some of the most important aspects that
must be catered to in order to gain favourable returns while carrying out business as usual.

Area
DESCRIPTION
Just as various other concepts of marketing, the above interests me. I have been part of
several brand communities in the past and have showcased bias to certain brands over the
others. However, previously, I did not know the mechanism that goes behind the
development of a brand community. With the help of the module, I have been able to
understand methods that can be used to develop and boost the effectiveness of brand
communities with the help of the module of the week.
PROCESS
The fourth week’s module discussed about the topic related to brand communities. I have
been able to develop an understanding regarding the importance of brand communities as
it determines the ground of brand loyalty. Brand community refers to the assimilation of a
group of people who have similar levels of affiliation to the brand. Brand communities is
crucial for maintaining the reach and success of the brand in the long run. It helps in
generation of word of mouth which is crucial to sustain the existence and productivity of
the brand.
IMPLICATIONS
(Academic,
personal and/or
professional)
The application of the tactics that can be employed by companies to develop brand
communities would be beneficial for the gaining favourable experiences from the part of
the company. Carrying out strategies that can help in the development of communities can
help in gaining understanding regarding the effectiveness of the brands. Understanding
would help me formulating strategies that would be beneficial for success in carrying out
the objectives of the brand successfully and gaining higher statures in the company.

Area
DESCRIPTION
Throughout the Modules we were taught about the topics surrounding the concept of
relational branding. I have understood that the relation that the company has with the
consumer community determines the effectiveness of the brand in catering to the needs
of the consumer community. It should be the aim of every company to develop a bonding
with the customers. It helps in catering to the long term sustainability needs of the
company.
PROCESS
With the help of the module I have been able to gain an understanding regarding the
importance of relationships of the company with the external stakeholders of the
company. Relation branding is crucial in the modern business environment as it helps in
forming the basis of brand loyalty. It was important for me to develop an understanding
regarding the importance of relationship that a company has with the customers. I have
now understood that communication with the stakeholders of the company is one of the
most important that determines the viability of the motives of an organisation in the long
run and it is crucial for me to develop an understanding regarding the importance of
customer relationship management.
IMPLICATIONS
(Academic,
personal and/or
professional)
As mentioned, before, my future role in the marketing division would be involved with
branding and communication with the stakeholders of a company. Hence, I would need to
possess the skill of communicating effectively with the consumer community and master
the skill of effective customer relationship management. The latter would help me I
effectively communicating with the customers of the company which would be responsible
for the retention of the customers and sustainability of the company in the long run.

Area
DESCRIPTION
The final or the sixth module concluded on the topic of branding by discussing regarding
aspects of branding. Out of the topics that were discussed, brand planning and brand
portfolio management were the concepts that interested me the most. I have now
understood that brand planning is a method of allocation of resources in order to support
the strategies of the company in order to develop the brand. Brand portfolio refers to the
different lines that are present under a certain brand name.
PROCESS The importance of brand portfolio management is one of the most important concepts
that the company that the company has to cater to while operating in the industry. Both
the concepts are important for me as I will be in roles that involve management of lines
under a brand. Furthermore, I have greatly benefitted from learning about the concepts of
brand planning and have understood the importance of planning in order to succeed in a
plan.
IMPLICATIONS
(Academic,
personal and/or
professional)
I feel that I would be highly benefitted from the topics that I have learnt in the sixth
module as it has helped me by providing me critical understanding regarding the
importance of the concepts that are related to the development of a brand and manage a
portfolio. There would be certain perks that I will be able to enjoy as a result of my ability
to understand the effectiveness of brand planning and brand portfolio management.