As Research Showcase approaches, where I, along with the my fellow ISM classmates, will be presenting my work from over the year. A major part of my research consists of my original work in which I have the opportunity to apply my knowledge and create a novel piece of research. As the age of romanticizing large multi-billion dollar corporations as the epitome of quality and service is slowly coming to an end, the limelight now shines bright on the local approach. As a result, hoping to further explore how this change impacts brand management, I have decided to conduct a survey over how the perceived brand perception differs from the desired brand perception.
Knowing that conducting this survey is multifarious; requiring me to conduct a survey, distribute it to international locations, analyze the results, and write a report over the finding, I know that this original work will take ample time, dedication, and patience. Thus, I hope to pace myself and therefore, I have even created an agenda of what items regarding my original work need to be completed by different due dates. In addition, to my original work, my mentor, Ms. Borda, has also recommended some great books to me so that I can expand my knowledge in Brand Management. The books, which are The Advertising Effect by Adam Ferrier and The Anatomy of Humbug by Paul Feldwick, explain brand management in a fictional format that is easy to apply to everyday life. With winter break starting just next week, I look forward to curling up next to the fire and reading while snow (hopefully) piles up on the windowsill.
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Coming back from Thanksgiving Break, fresh and rejuvenated, the final countdown has started: racing against time to create the most productive end to the year. Taking Thanksgiving Break to catch up on my homework and binge watch some of my favorite tv shows, the post-Thanksgiving blues didn’t strike me as hard as I had anticipated it would. After all, another break waited passively around the corner, and in less than a month, it would be time to bid season’s greetings to teachers and prepare for the new year. As a result, rested and alert, coming back to school simply reminded me of all the ensuing deadlines, cautioning me to choose the safe route and avoid procrastination.
In light of these revelations, my ISM journey made the much needed progress that I had aspired for. Over the break, I was able to finalize my mentor, and I have the pleasure to say that I will be furthering my studies on International Business and Brand Management through Ms. Regina Borda, the Chief Brand Officer for the Latin American and Caribbean regions at Pizza Hut International. As I headed over to the Pizza Hut Office last Friday for my first mentor visit, I could not help but think back to when I had gone there earlier in the year, nervously hoping that my professional interview would go well with Ms. Borda. Looking back at it, that interview seemed ages ago, but I can still remember the the sense of passion that I had left with after meeting with Ms. Borda, and I hope to continue growing this passion over the course of the year. During the mentor visit, I was able to gain some valuable feedback on my original work, which is based around conducting a study on the perception of different global brands across the world. Although I was uncertain at first about whether or not I could conduct research at such a large scale, Ms. Borda’s reassurance and access to global contacts gave me hope that I would be successful in my endeavors if I put effort into it. With two weeks left to winter break, it’s time to put the pedal to the metal, and grind! |