“Personal Branding” for MBA Applicants

By Dan Bauer, The MBA Exchange

What exactly is a brand? Most of us consider it to mean a distinctive set of attributes intended to differentiate competing products of different companies.  Coke vs. Pepsi. BMW vs. Mercedes. Verizon vs. AT&T.

Digging deeper, it’s helpful to think of a brand as a promise from the provider that the buyer’s experience with the branded product will meet or exceed expectations. If that promise is clear and credible, then the buyer is likely to believe it and make the purchase. This is true for soft drinks, automobiles, cellular services – and, yes, MBA applicants!

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