International Week - School of Business and Economics - University of Alicante

Activity: Participating in or organising an eventParticipation in workshop, seminar, course


The art of personal branding - Using the lessons from marketing to develop your own brand

This lecture will be highly and fully interactive and use the theories and strategies within the discipline of marketing to show students how to develop their own personal brand which will in turn help them develop their employability skills. The techniques of storytelling, experiential and symbolic meanings as well as theories of branding including brand identity will be coordinated to help the participants engage with their authentic skills. Within the area of their own discipline, they will determine their own USP (Unique Selling Point) which they can then adapt for their employability skills. Well known British and Spanish Brands will be analysed through the medium of the Brand Prism developed by Kapferer (2017) which has long been used in the context of luxury brands. However, there will be an opportunity to engage with the brands closer to home or global brands if they are the ones that the participants want to engage with. The image /identity gap championed by Jeff Bezos will also form part of this approach. This session will hopefully engage students with the practices and theories of branding and show how they can be extended to their own skills.
Period27 Mar 202331 Mar 2023
Event typeWorkshop
LocationAlicante, SpainShow on map
Degree of RecognitionInternational