Business Case Studies & Business Publications

Your Professional Brand: Creating a Bran...

Whitler, Kimberly ...

Exercise

Your Professional Brand: Creating a Brand Essence Statement for Your Internship

Whitler, Kimberly A.; Moore, Marian Chapman

M-0881 | Published October 19, 2015 | 3 pages Exercise

Collection: Darden School of Business

Add To Cart Buy Now

Product Details

Although not all MBA students end up working in a marketing function and/or on a brand per se, all students will develop a professional brand, whether it is proactively built or created through happenstance. This exercise helps guide students through a process to think strategically about how to develop their professional brand in an internship setting. It is used in conjunction with a technical note that details how to build brands using a tool called the Brand Essence Statement. In this exercise, students are asked to use the tool to create their own Brand Essence Statement, focused primarily on the brand image that the students wish to achieve during the internship period. This exercise is appropriate in a general marketing, brand management, or strategic marketing course at the undergraduate or graduate levels during a module focused on branding. It should be used in conjunction with the technical tool and a discussion on Brand Essence Statements.