University Brand and Strategy Reflective Analysis Report - PG9106

This report is a reflective analysis of brand strategy, focusing on key concepts such as branding, customer-based branding, cost-driven brand strategy, and brand personality. The student reflects on how these concepts were learned and applied throughout the course, highlighting their significance in understanding brand value and marketing. The analysis includes discussions on the practical application of branding knowledge, the impact of brand personality on marketing activities, and the influence of cost-driven strategies. Theoretical frameworks, including the theories of Schultz and Kitchen, the self-concept theory, and Porter's value chain model, are utilized to support the reasoning behind the concepts. The report concludes with a discussion of how the acquired knowledge will be beneficial for future career development in marketing and brand management, including the development of communication skills and the ability to understand customer needs and preferences.

Running head: REFLECTIVE ANALYSIS: BRAND AND STRATEGY
REFLECTIVE ANALYSIS: BRAND AND STRATEGY
Name of the Student
Name of the University
Author Note

1REFLECTIVE ANALYSIS: BRAND AND STRATEGY
Reporting
All the lessons that were covered throughout the course helped in developing systematic
understanding of the entire process of branding, promotion and brand strategy. Some of the
important themes that I was able to much essentially identify were Branding from the online
lecture 1, Customer based branding from the online lecture 2, Cost driven brand strategy from
module 4 and Brand personality from the online lecture three. The concepts of branding,
customer based branding, cost driven branding and brand personality according to me were the
concepts that guided my study of the entire course. These were the concepts or themes on which
I based my understanding of all the other concepts related to brands that I got to learn throughout
my entire course. Branding and strategy was the main concept of the unit and various aspects
that are related to the same were discussed. These four aspects according to me guide the
understanding of the entire subject. These concepts have been useful in developing essential
learning of the entire unit. Branding is an effective way to promote and display commodities to
the publics.
Some of the most significant aspects that I was able to understand in regards to these
areas were based on how much branding and promotion is effectively and essentially utilized.
Some of the significant areas of brand personality that I am able to remember are the
personification of the brand. This helps to give the bran an image or an entity. Moreover, in
relation to the same I was able to remember the five dimensions of Aaker. These dimensions
being sincerity, competence, excitement, competence, sophistication and Ruggedness. I also
remember the usage of these dimensions in finding the perceptions and attitudes of the customer
towards the brand. Branding was also an important concept that was identified. It was learnt that

2REFLECTIVE ANALYSIS: BRAND AND STRATEGY
the current world brand value was very important. The important thing that I remember in
regards to branding is that it is a name that represents the entire operations of a company.
Additionally, developing a concept of branding actually helped to understand all the vital
elements that were connected with branding. This was the first most important thing that I learnt
about branding. I also essentially remember that for realizing important opportunities brands
require to be meaningful, coherent and shapely. From module 1 and 2 another important learning
was about the concept of “customer-based branding”. I remember that this type of branding is
required as the customer perceive brands in a cognitive fashion. I also remember that the
customer based branding strategy is actually related to the brand personality. The connection
between the two helped me to further understand the several aspects that are connected with
brand value and brand promotion. Cost driven brand strategy was an important thing learnt in the
module for. The concepts that I remember most importantly are economies of scale, gaining
essential experience faster than the competitors, selective raw material for the usage, large
customer dealing and reduction in service levels. Additionally, I remember the concepts of
market size and growth and buyers responses that lead to the formation of the cost driven brand
strategy.
Relating
The current learning I am undertaking is in regards to the marketing and branding factors.
In the past I had not applied by learning experiences as I did not have any specific area to use my
knowledge in the practical sense. I have to discuss how each of the themes that I focused on has
helped me learn effectively in my current learning area of branding and marketing. The study
area is very much related to all the four essential factors that I have identified. Firstly, branding
is an important concept. The knowledge of branding as a very essential part of the product

3REFLECTIVE ANALYSIS: BRAND AND STRATEGY
strategy of any firms has helped me to understand how firms are actually related to the brand
value that they inspire. Now in any given organization I go to, I can use this knowledge to gain
essential first impressions. Another important thing I was able to learn from the modules was
about brand personality. This is an important factor that has helped me in my present learning
about marketing. A lot of marketing activities are essentially dependent on the personality of the
brand. Marketing and management is a study that actually revolves around the brand. Hence, the
concept of brand personality has actually helped me to understand how the brands function in
marketing exercises. Moving forward this would give me further enthusiasm to study marketing.
Cost driven brand strategy gave me understanding of the much deeper aspects of brand and
marketing. The financial part of marketing and bran promotion is a very important part as the
company would not like to put much effort on creating a brand that can only be as good as
generate a small amount of revenue despite being wanted by a significant amount of people. In
Marketing and management, cost factor is a very important factor. Learning about this has
helped me to establish a strong foundational understanding of marketing. Customer based
branding is another core concept related to the field of marketing. This has helped me to
understand greatly about how one can create a strong customer base simply by observing the
customer. The learning of customer based branding can help me to create a strong base for
myself when I get recruited as per my wish as a marketing manager. In all the four essential
concept learnt through the modules, it can be said that are various perspectives that can affect
me. The theoretical perspective would help me to be an effective person when it comes to
understanding marketing as an all-encompassing concept. In the practical application of
knowledge, the understanding of what a brand stands for and the image that a brand creates
would help to make marketing activities that help to attract the attention of the customers.

4REFLECTIVE ANALYSIS: BRAND AND STRATEGY
Essentially, I have learnt how people get affected by different ways by a brand that ultimately
can even shape their thinking. This will help me to know marketing audiences better.
Reasoning
Considering a brand an important theory that can be utilized is the Theory of Schultz and
Kitchen (2015). As per the theory, the consumers are actually the people that would own all the
brands. Hence, the firms are only the creators of the brand. The owners are the people that would
ultimately own the brands. It is important that the brand is created keeping in mind the owners.
This is an important theory as it defines the purpose of the brand. In case of the concept of brand
personality the theory of self-concept comes into play. This theory applies the personality of the
brand to the personality of the consumers. In this way the brand actually incorporates the views
of the people themselves. Cost based branding is affected by many theories that help to provide a
distinct framework to it. The value chain model of Porter can be applied to the brand cost
decisions. In this model the main aspects are firm infrastructure, HRM, Technological
development, procurement, inbound and outbound logistics, operations, and operational logistics,
marketing and sales and service. The focus is on effectively enhancing the competitive
advantages of the brand. An important theory that guides the customer based branding is the
cognitive construal in the customer’s mind by Kaler (1993). He opined that the brand can create
a strong and favorable association in the mind of the customer. This can help in developing an
essential customer’s perception of a brand. It is important to know that the customer, the
environment, the greater populations and many other factors should be taken into consideration if
a brand is to be established. All these theories have helped me to develop an essential
understanding of a brand. It has helped me to understand that the brand is essentially the part of
the product that attracts the customer more than the product itself. The customer needs to be

5REFLECTIVE ANALYSIS: BRAND AND STRATEGY
effectively reached. It is important to understand that a customer perceives a brand from the
psychological, social, economic and environmental point of views. A brand is essentially a thing
that the customer can associate with himself over a long period of time. I have been able to
consider a brand from a large number of perspectives as a result of the learning developed
through the usage of the various theoretical understandings. I believe that a brand value and
brand perspective are multifaceted in nature. The various aspects that are related to the brand are
governed essentially by the brand personality, cost based branding, customer based branding and
definitely the brand. Some of the things that I can understand more fully now are the
relationships of the brand with the surrounding society. Moreover, now I understand more
effectively that a brand is a thing that can affect the perspectives of the customer. I also more
deply understand the interplay between the brand, the customer and the society. I now
understand the optimal value of the brand more than I used to when I started. It is important to
keep a long list of factors at hand when engaging in marketing activities.
Reconstructing
In the future I would like to be a marketing head or a marketing manager. Generally in
this type of job role, one should have a thorough understanding of a marketing role. It is
important that the exact timing and placement of marketing functions are known by a person. My
academic development would be helped by the essential learning I have gathered on the brand.
The Brand functionality would help me to understand how a brand can effectively function. It is
important to consider that a brand is important for creating the value for a product. Moving
forward this will help me to get good grades in my subject Marketing and Management.

6REFLECTIVE ANALYSIS: BRAND AND STRATEGY
I want to make it more useful by learning about the electronic marketing techniques. I
also want to know more about advertising. This will help me to understand how everything from
marketing to advertisement to promotions can be interconnected. The practical application of
knowledge, the understanding of what a brand stands for and the image that a brand creates
would help to make marketing activities that help to attract the attention of the customers.
Essentially, I have learnt how people get affected by different ways by a brand that ultimately
can even shape their thinking. This will help me to know marketing audiences better. I would
know how the various online sources are used to gather information of the customer’s likes and
preferences.
The most important thing that might work in my favor in the future endeavors is the fact
that I have gathered enough knowledge of the needs and wants of the customers. I would know
what the customer wants and what the customer thinks. Moreover, I would know the changing
wants and viewpoints of customer according to the changing times. This would help me to form
effective strategies for whichever organization I am working for. I can create different teams and
assign different types of marketing function on them.
I definitely think that I need to develop my communication skills more. I have essential
knowledge of marketing by now but I would require to make this knowledge to good use by
actually communicating my ideas better. Additionally, I have understood by now that marketing
is very much about the communication that one needs to make to the target audiences. Hence I,
feel the strong need to learn communication better to help my colleagues know about my plans
and the organization to depend on my communicational abilities.