When starting this project, I reflected upon my
strong, stable, and aspirational brands. This
Brand Me module. This module allowed me
was something my own brand looked to
to gain a deeper understanding of what was
encompass, hence my brand sat within the
important to me, my personality, values, and
luxury market and was targeted at a
my aesthetic. Delving into my past and
younger consumer base of Generation Z.
understanding more about myself, I
Being brought up by the women in my family
discovered that I was influenced a lot by my
influenced my personal and brand values. My
upbringing and childhood, which meant I have
brand is independent, honest, strong and
many contrasting personality traits. After
feminine, it embraces heritage yet is
struggling initially to pin down my brand
determined to move forward in an energetic
identity due to my varying interests and traits,
and positive manner whilst protecting the past
my conclusion found that my brand was an
with a unique sensitivity. Having a love for
oxymoron. An oxymoron is defined as two
both marketing and communication respecting
contradictory terms that appear in conjunc-
both in equal manner, my brand transforms its
tion. When first being called an oxymoron, I
oxymoronic tendency into a positive, in that my
felt somewhat insulted however, after further
brand is far reaching and connected to
research and understanding of myself the term
consumers on numerous levels due to its
seemed to fit. Subsequently I created a brand
range of values. My brand embraces many
named Jai that encompassed my personal
different outlooks, bringing the bold loud na-
values and personality in one. Throughout
ture of traditional luxury and combining it
this project, I discovered that I had a love for
with a sensitive and honest nature to provide
brands within the luxury market, my turbulent
something new for a constantly evolving
upbringing presented itself in my respect for
consumer of Generation Z.
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