Harvard University Identity and Self Image Building Paper

This is the third part of the whole assignment, I have attached the first part and second part of the assignment and please read it carefully. Part 3 assignment is based on the last 2 parts and the brands need to be write in this part should be same as the first two.

Requirements

Brand experts argue that understanding both internal and external perception about the brand is critical to create and sustain a powerful brand. Following this, you are required to assess and manage your personal brand. Therefore, for this part of the assignment, answer the following questions:

1. Assess Brand Identity (how you see your loved brands) and Self-identity (how you see yourself), by identifying 3 key words that you associate with yourself, your FMCG brand and your CD brand. (2 pages for each brand, 4 pages in total)
2. Identify 3 key areas of positive and 3 key areas of negative competencies for yourself and your beloved brands
3. Talk to at least 6 persons (family and friends) and request them to tell you how they see you (your image in their mind)? Based on your interaction with them, list the most commonly told 3 positive competencies and 3 negative competencies about you.
4. Analyze your findings and identify discrepancies between your identity and image?
5. You need to build a positive brand image for yourself (considering yourself as a brand). For this, what steps would you take to bridge the gap between your self-identity your image.
6. Now using a website like www.wordle.net, create a word cloud reflecting your personal image. This should be done based on the information you received about yourself through interaction with 6 persons.

CLOs being assessed:

Following course learning outcomes will be assessed through this assessment:

• Create key elements of brand architecture including the brand promise, brand purpose, brand identity, and brand reputation

Work-ready deliverables: Brand Research, Meaningful Brand Identity

Following resources will be helpful for this assessment:

1. The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. By Aaker, D. A., & Joachimsthaler, E. (California Management Review 42.4 (2000), 8–23)

This reading can be found and purchased at the CMR website, under https://cmr.berkeley.edu/

1. Exploring brand-person relationships: Three life histories. By Susan Fournier (https://hbsp.harvard.edu/product/597091-PDF-ENG)
2. Consumers Have Humanlike Relationships with Brands

https://www.businessnewsdaily.com/2821-consumers-relationships-brands.html

1. Chang, Pao?Long, and Ming?Hua Chieng. “Building consumer–brand relationship: A cross?cultural experiential view.” Psychology & Marketing 23, no. 11 (2006): 927-959.
2. Swaminathan, Vanitha, Karen L. Page, and Zeynep Gürhan-Canli. ““My” brand or “our” brand: The effects of brand relationship dimensions and self-construal on brand evaluations.” Journal of consumer research 34, no. 2 (2007): 248-259.