BRAND MANAGEMENT
PERSONAL REFLECTIONS ON GROUP PROJECT GUIDLINES
Description of the task
I would like you to reflect on the group project that you have undertaken in the context of the
entire course. The two group reports address the branding decisions that your team is advocating
for your selected brand (and a description of the information base on which those decisions are
based), that is the substantive content of the project. This individual aspect of the project is more
focused on the process. Topics covered will include some of the benefits and difficulties of applying
course material to your chosen example, what you learned from undertaking the branding project,
and what you might do differently were you to undertake such an exercise again. You may also
wish to comment on the course as a whole.
Learning objective
The rationale of the personal reflection exercise is:
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To get you to think critically about the process of brand strategy development in practice;
To allow you to move beyond the material covered directly in the course
To give you the opportunity to evaluate both positive and negative issues involved in brand
formulation
To provide you with the opportunity for you to express your thoughts and ideas individually,
since there are limited vehicles with which you can do this during the term.
Format
I am happy for you to use whatever format makes the most sense to you. Since this is a fairly freeranging exercise, I would advise you to use headings to address the different issues about which I
have asked. For example (and it is only an example), possible headings you might use include: Major
learnings that I discovered while undertaking the project; Usefulness and limitations of concepts
and readings of the course in crafting our brand plan; What I would do differently if were I to do this
exercise again, Aspects of the project which could be changed to make it a more valuable learning
exercise; Aspects of the course that could be modified to increase its value to me; Parts of the
course that I found particularly useful or enjoyable. These are just possible headings but they
should provide you with a flavour of what I am looking for. Your reflections will not be graded on
the basis of whether they are ©ght/r òong. hose are not useful characterizations. We are
interested in your ability to reflect on the material to which you have been exposed and to
synthesize your thoughts into a series of useful insights, expressing the results clearly and
succinctly. It is not necessary, but if you find the use of a figure or table useful to illustrate your
summary you should feel at liberty to use either. They may be particularly useful in relating your
project to material covered in the course.
The personal reflections report is limited to six pages (excluding references and appendices).

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