7 Summary of Week 2

This week’s content has demonstrated some of the core principles and practices involved in successfully marketing a product or organisation. As this is more familiar territory for many of us than personal branding, we’ve used this consumer context to introduce some of the themes you’ll go on to consider in later weeks of the course.

By now, you should have a clearer idea of how important branding is in business. You’ve considered the key elements of a strong brand, looked at how to identify a target audience and explored brand positioning and the importance of consistent messages.

You should now be able to:

• describe the key elements of a successful brand
• appreciate the concept of target audience
• recognise the importance of positioning a brand correctly.

And you have a sense of how those essentials will be relevant to your own personal branding process.

Next week you will look at the development and use of personal branding in more detail.

You can now go to Week 3.