Using the brand attribute framework in Exhibit 7.1(Marketing strategy 6th editio

Question

Using the brand attribute framework in Exhibit 7.1(Marketing strategy 6th edition), construct an overall branding statement about yourself. How would others, especially potential employers, look at your brand? What areas do you need to improve? Does your brand answer key questions or create questions about your abilities?

o.-c.-ferrell-michael-hartline-marketing-strategy-text-and-cases-cengage-learning-2012.pdf#page=232

EXHIBIT 7.1 Potential Brand Attributes Branded Ingredients Company Alliances Extensions Other Brands Country of Origin Employees People BRAND Places Endorsers Channels Things Third-Party Endorsements Events Causes

Explanation / Answer

I am a personal trainer with focus on weight training and new innovative concepts in mobility and fitness helping the company to have maximum impact.

Explanation- This personal statement about me is short and concise. The statement explicitly states that I am a personal trainer who helps the organization achieve maximum benefit through my innovative solutions. My skills (innovative) and values (helping organization) are implied in the statement. The brand attributes involved in this statement are company and the branded ingredients such as innovation and personal values.

The employers look at my personal branding statement as an enthusiastic fitness oriented person. The statement is highly optimistic and lures employers to recruit me for their fitness companies.

The area of improvement that I would require is to train the sports people. Since I have just 3 years of experience in the fitness field, I need to gain more focus to help sports people achieve their goals. I would be able to express this in my personal brand.

My personal branding statement answers key questions such as specialization in fitness (weight training) and my values (team player).

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