MMK280 Brand Management: Building Employability Through Personal Brand

This report details the development of a personal brand and employability strategy. It begins with an assessment of personal values, qualities, and skills, followed by an analysis of how these align with the Customer-Based Brand Equity (CBBE) pyramid, also known as the Resonance Model. The report then identifies gaps between current attributes and desired employment attributes through an analysis of job advertisements, pinpointing strengths and weaknesses. Finally, it outlines specific strategies to sustain core values and improve areas needing development, ultimately reflecting on the process of building a personal brand and enhancing employability skills. Job advertisement links are included in the appendix. Desklib provides a platform for students to access similar solved assignments and past papers.

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Running Head: MMK280
Employability-Building Personal Brand
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Brand Management
Table of Contents
Weeks 1 and 2: Personal Brand Development.............................................................................................2
Personal Values, Qualities, and Skills.....................................................................................................2
Weeks 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance......................................................3
Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model)........................3
Week 5: Employment Advertisement Analysis...........................................................................................5
Identifying the Gap between Current Core Values, Qualities, and Skills, and Desired Employment
Attributes in the Market Place.................................................................................................................5
Week 6 and 7: Closing the Gap...................................................................................................................7
Personal Brand and Employability Strategy Development......................................................................7
Appendix 1: Job Advertisements Links or Advertisements.........................................................................9

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Weeks 1 and 2: Personal Brand Development
Personal Values, Qualities, and Skills
To lead a happy life, it becomes important to seek out pleasure and joy to discover
happiness, fulfillment, and values in life. My core values help me in providing with the
framework for recognizing, pursuing and attaining the target that will provide me with long-term
satisfaction. In the future, I aim to pursue a job in the marketing department. For this, I need to
understand the difference between marketing practice and marketing education. The marketing
industry executes its work through the process of social media and digital marketing. Therefore, I
believe that I do acquire the qualities required in the marketing industry. I possess some of the
qualities such as, I am cheerful and energetic, realistic, action-oriented, confident, expressive and
comes with fresh ideas.
Ran
k
Word Rationale - Evidence of this skills
1 Confident I believe that while executing any work,
I am always confident. It is important to be self-
confident as enhances work and balances personal life.
2 Expressive It is also significant for an individual to be
expressive as it develops a cultural, social and personal
identity.
3 Action-oriented A person must be action-oriented as it helps in
achieving the desired goals and make relevant
decisions.
4 Helpful While working in an organization, it is again
important to acquire the quality of helpfulness which is
considered to be a best practice.
5 Energetic Being energetic in the working environment
helps an individual to increase and boost its energy to

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execute better performance.
Table 1: Top 5 Personal Values, Qualities and Skills
Personal Statement
I aim to execute my work with confidence and cheerfulness. These qualities help me in
setting a goal and achieving it.
Table 2: Personal Brand Statement
Weeks 3 and 4: Pathway to the Pinnacle of Personal Brand Resonance
Personal Branding and the Customer-Based Brand Equity Pyramid (Resonance Model)
Resonance of personal brand is completely based on the pyramid of brand equity which is
also called as Resonance model. The model comprises of some aspects such as salience,
imagery, performance, feelings, judgments and resonance. It is also important to maintain a
strong relationship with the employees within an organization. As per my view, my colleague’s
feel that I am understanding, possess a good sense of humor, knowledgeable and have good
leadership quality. I believe the fact that my resonance related to resonance model is efficient,
whereas my performance is positive and I have strong feelings towards my work. I too believe
that brand imagery is organized and my brand salience is self-reliant. Based on the activities
related to the working environment I feel that I make supportive judgments.

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Figure: Personal Brand CBBE Framework
Brand Identity (Salience)
Brand identity helps me to enhance brand salience and to be organized while executing
the working process. It helps an individual to be noticeable and prominent within an
organization.
Brand Meaning (Performance)
It is determined to be a vital part as it measures my qualities and the skills required while
working in an organization.
Imagery
It shows my personality based on the skills, qualities, and values in front of others. To
develop a personal brand it represents the image of a person.
Brand Response (Judgement)
While developing a personal brand, it becomes significant for me to demonstrate
appropriate and supportive judgments depending upon the condition.

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Feelings
It is significant for me to possess strong feelings to improve its work by giving better
performance.
Brand Resonance
It provides me with a strong feeling of effectiveness that helps in developing 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
Core Skill
Competency
Specific
requirements
Example from
Job Advertisements
Reflection
Adaptability Accepting the
circumstances
Marley Spoon-
Production Associate:
An ability to work
appropriately in the
changing
circumstances.
I understood
the fact that I must
execute my work
effectively in a
changing situation.
Teamwork Working
together
Foot Locker-
Sales Associate: An
ability to work as a
team.
I have learned
how to work in a team
efficiently.
Reliability Problem-
solving
ALDI-Retail
Associate: An ability to
solve the problems that
arise within the
I must gather
knowledge of how to
solve the problems that
take place in the

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organization. organization.
Motivation Motivational
skills
Harris Farm-
Food Production
Assistants: An ability
to motivate the
employees to give
better performance.
I have
acknowledged that I
must motivate the
employees to do better.
Communication Written Harvey
Norman-Cashier: An
ability to prepare
written documents.
My written
skills have been
improved where I
acknowledged the fact
that I must work
efficiently.
Table 3: Desired Attributes in Graduate Employability

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Strengths Weaknesses
 I have learned the
advantages of working in a team
 I must execute the
work in a systematic manner
 I have improved my
written skills
 I must gather
knowledge of how to solve the
problem
 I have improved my
communication skills
 I must develop my
reliability skills
 I have learned how to
adjust to the changing situation
 I must learn how to
motivate others to perform better
Table 4: Strengths and Weaknesses
Week 6 and 7: Closing the Gap
Personal Brand and Employability Strategy Development
Core values, qualities, and
skills I want to sustain
What specific steps or strategies will I
undertake to achieve this goal(s)?
Dedication 1. Focus on the target
2. Be accountable
Result-oriented 1. Improving the working style
2. Discover techniques to measure results
Table 6: Values, qualities, and skills - Sustain

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Core values, qualities, and skills I
want to change/ improve
What specific steps or strategies will
I undertake to achieve this goal(s)?
Creativity 1. Identify the best concepts
2. Be aware and open
Patience 1. Practice empathic and active
listening
2. Learn to control the emotions
Table 7: Values, qualities, and skills – Improve
Reflection on developing a personal brand and employability skills
While developing a Personal brand and employability skills, I gathered knowledge
regarding the importance of enhancing personal values, skills, and qualities. I have also
acknowledged that while working in an organization there possess some strengths and
weaknesses based on the job. I have gathered knowledge about the steps that need to be
sustained and improved in developing the skills.

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Appendix 1: Job Advertisements Links or Advertisements
https://au.indeed.com/cmp/Marley-Spoon?
from=SERP&fromjk=a0b61836ff6e16ae&jcid=0f682d48d88b59d3&attributionid=serp-
linkcompanyname
https://au.indeed.com/cmp/Foot-Locker?
from=SERP&fromjk=91667fe6c0a786ee&jcid=5c616ca9b51e8497&attributionid=serp-
linkcompanyname
https://au.indeed.com/cmp/Aldi?
from=SERP&fromjk=02ba44d823c96571&jcid=419801c05606d650&attributionid=serp-
linkcompanyname
https://au.indeed.com/cmp/Harris-Farm?
from=SERP&fromjk=69d923ab9fffa64e&jcid=26af00e95e63792e&attributionid=serp-
linkcompanyname
https://au.indeed.com/cmp/Harvey-Norman?
from=SERP&fromjk=377a405f7b561375&jcid=95bc4baad1b58c1b&attributionid=serp-
linkcompanyname