BRAND ME

When starting this project, I reflected upon my Brand Me module. This module allowed me to gain a deeper understanding of what was important to me, my personality, values, and my aesthetic. Delving into my past and understanding more about myself, I discovered that I was influenced a lot by my upbringing and childhood, which meant I have many contrasting personality traits. After struggling initially to pin down my brand identity due to my varying interests and traits, my conclusion found that my brand was an oxymoron. An oxymoron is defined as two contradictory terms that appear in conjunction. When first being called an oxymoron, I felt somewhat insulted however, after further research and understanding of myself the term seemed to fit. Subsequently I created a brand named Jai that encompassed my personal values and personality in one. Throughout this project, I discovered that I had a love for brands within the luxury market, my turbulent 6 upbringing presented itself in my respect for

strong, stable, and aspirational brands. This was something my own brand looked to encompass, hence my brand sat within the luxury market and was targeted at a younger consumer base of Generation Z. Being brought up by the women in my family influenced my personal and brand values. My brand is independent, honest, strong and feminine, it embraces heritage yet is determined to move forward in an energetic and positive manner whilst protecting the past with a unique sensitivity. Having a love for both marketing and communication respecting both in equal manner, my brand transforms its oxymoronic tendency into a positive, in that my brand is far reaching and connected to consumers on numerous levels due to its range of values. My brand embraces many different outlooks, bringing the bold loud nature of traditional luxury and combining it with a sensitive and honest nature to provide something new for a constantly evolving consumer of Generation Z.