Brand and Strategy Reflection Report - PG9106 Marketing Module 1 & 2

This report provides a comprehensive reflection on brand strategy and its key components. It delves into the concepts of brand personality, emphasizing how brands can be perceived as having human characteristics, and customer-based branding, which focuses on aligning marketing strategies with consumer needs and cognitive psychology. The report highlights the author's learning process, discussing how these concepts have broadened their understanding of marketing and brand management. It explores the implications of these concepts in academic, personal, and professional contexts, emphasizing how this knowledge can be applied to understand brand promotion, customer needs, and competitive advantage in the market. The report also touches on the importance of brand personality, advertising, and celebrity endorsements in shaping brand perception, and how these elements contribute to the development of successful brands.

Running head: BRAND AND STRATEGY
Brand And Strategy
Name of the Student-
Name of the University-
Author note-

1BRAND AND STRATEGY
Area BRAND PERSONALITY AND CUSTOMER BASED BRANDING
DESCRIPTION As the phrase depicts “brand personality” refers to the particular human characteristics that
are associated with human beings. This is one of the most intriguing and new concept
management.
Brand personality points towards the idea of proper depiction of the brand through
advertisements.
It can be reflected that brand personality also includes the notion of the creation of the
Brand name and image through celebrity endorsements. The concept of brand personality is
Intricately connected to the collated team efforts that contribute in promoting the brand. It can
be reflected that “brand personality” constitutes the notion of understanding the target group
and customers. It can assist in the generation of the customer loyalty towards the said brand.
The second concept of “customer based branding” refers to the manner in which the
organizations tend to include the marketing strategy based on the consumer needs. The concept
is also based on the strategy of understanding the cognitive psychology of the consumers
related to certain brands. This concept also encompasses aspect of cognitive dissonance of the
customers with respect to brands. It can be mentioned that this also assists in Brand
Management related to various business organizations.

2BRAND AND STRATEGY
PROCESS The above-mentioned concepts had assisted me in understanding the intrinsic idea related to
brand and strategy. Previously, I harboured the thought that brand promotional strategies are
one-dimensional aspects. However, the current learning had introduced new ideas. The
concepts have strived to broaden my management learning processes. Personally, these ideas
has helped in broadening my perception and views about the various areas of branding and
strategies.
I have been particularly influenced by the concept of the “brand personality”. This has helped
in learning that inanimate brands also share human characteristics that helps the customers in
purchasing one brand over the other. I have also been influenced by the management concept
of
Customer based branding. This made me learn that brands are perceived by the customers in a
cognitive manner. These relate to my approach of learning because it allows to learn about the
innovative and integral arenas.

3BRAND AND STRATEGY
IMPLICATIONS
(Academic,
personal and/or
professional)
The above-mentioned concepts can be related to my academic field, that is, marketing and
management. The learned concepts will assist in understanding the various factors that lead to
the promotion of the various brands in business. Even in future professional activities, these
learned concepts will help in implementing the brand promotional strategies. In the
professional role of a manager, these learned attributes will accentuate the understanding of the
basic customer needs according to their cognitive perception. Knowledge of these concepts
will positively influence the grades and foster a proper understanding of the intricate yet
integral management practices.
The above-mentioned marketing and business concepts can assist in personal endeavours. The
gathered knowledge will help me in considering the practice of branding with respect to the
“brand personality” of the products. In the future, it will also help in accentuating the career

4BRAND AND STRATEGY
developmental activities. Knowledge of these integral marketing concepts can prove to be
beneficial in establishing a competitive advantage over the others in the competitive market.