NBS Brand Leadership 2014-15

MSc brand leadershipYearbook 2014-2015

Norwich Business School University of East Anglia University Plain Norwich NR4 7TJ United Kingdom Brand Leadership team [email protected] +44 (0)1603 591429 www.uea.ac.uk/nbs2

WelcomeThis book introduces you to some of the brand leaders of the future.It’s a chance for you to get to know the students on the sixth year of the BrandLeadership MSc programme at the University of East Anglia, Norwich, UK. We’veselected these students very carefully, and we’re giving them a broad-rangingeducation in branding – a programme that combines rigour with creativity. As aresult, we think they can make a huge impact on you and your organisation. If you’dlike to know more about the programme, or about any of the students, do ask us.Peter Schmidt-Hansen and Robert Jones, Programme Directors 3

About the programmeThis is the world’s first postgraduate course that puts brand at the heart of business.About the programme Comprehensive knowledgeThis unique collaboration between UEA and professional Students get a comprehensive grounding in branding –brand consultants gives students everything they need to both its commercial role and its social impact.become a brand leader – either in a large company or in The course consists of seven main modules, plusa brand or advertising agency. The students will be ready a substantial dissertation. The modules cover:for roles such as: • brand now, an up-to-the-minute survey of the world• consultant or account manager in a brand consultancy of branding• planner or account person in an advertising or • brand and strategy, a rigorous exploration of the PR agency concept of brand equity• brand manager or marketing manager in a • brand, society and culture, a unique interdisciplinary brand-owning company study of the role of brands in the world• brand manager or marketing manager in a • brands in action, which challenges students to not-for-profit organisation. translate theory into practiceTheory and practice • brand research, a wide-ranging examination ofThe course was created by Norwich Business School current market research techniqueswith Robert Jones, who has 20 years’ experience at theglobal brand consultancy Wolff Olins. It’s taught by nine • innovation and organisational transformation, exploringUEA faculty members, with the participation of over 30 the impact of brand on organisational developmentbrand businesses. The programme covers the theoryand practice of branding, with an approach that’s both • consumer brand behaviour, which looks at why wedeeply rigorous and highly creative. do what we do4

Mind-opening experiences This year’s highlightsAlongside their core learning and main modules, the Some of this year’s highlights are:programme offers an extraordinary range of extras: • mentors including senior strategists from• a mentoring programme, which gives each student Design Bridge, Saffron and Wolff Olins one-to-one access to a senior branding professional • masterclasses with Graham Gannon of Google,• masterclasses with senior practitioners and some of Brigid Janssen of Oxfam and Andy Wood of Adnams the world’s top branding academics • visits to Unilever, Burberry, Net-a-Porter, FITCH, Brand• visits to brand-led businesses, brand consultancies Learning, Wolff Olins, Seren, AMV.BBDO and VCCP and advertising agencies • projects with a local food start up Got Lunch,• projects, tackling real brand issues for real businesses• optional work experience the East Anglian Film Archive, and technology• and a special programme called ‘Brand me’ which company Potential.ly helps students define their own personal brand What’s unique about the programme • puts branding at the heart of business, not just an“The Brand Leadership program has made memore aware about the importance of branding for a aspect of marketingsuccessful business through practical knowledge. • unique collaboration between university and theI believe the program provides students theopportunity to harness their leadership skills and branding professionbroaden their perspectives, as well as gaining • mentoring, masterclasses, visits, projectsvaluable insights into the field of branding.”Harpal Jooti, Norway, 2014-15 MSc Brand and placementsLeadership student 5

Norway UK USA China Taiwan Mexico Uganda Brazil Vietnam where they’re fromAbout the studentsThis year’s group of 18 students come from all over the world.Around half have front-line experience in marketing or Where they are now?advertising roles, while a small proportion joined the Our graduates, or brand leadership family as we like toprogramme straight from a first or second degree course. call them, have gone on to make a difference in manyAll have good quality degrees and excellent English. professional fields, from starting their own businesses to working for big branded companies and agencies. HereThe students are where some of our brand leaders have gone on toTotal size of class: 18 work over the last five years:Average age: 23Male: 3 • GoogleFemale: 15 • FITCHWork experience before the course• advertising • Futurebrand• public relations• graphic design • Johnson & Johnson• media• radio • L’Oréal• marketing• project management • OMD• research• retail • Deloitte• sales • Virgin AtlanticAmbitions after the courseMost students are looking for consulting or marketing • Comscoremanagement roles - and several have a long-termambition to open up their own brand consultancies • Samsungback in their home markets. • Hall & Partners • Saatchi & Saatchi • The Good Agency • Edelman Vietnam • Design Bridge • Marketing manager at a university • Set up own business running a craft brewery • Etihad Airways6

Recruiting from the programmeWe want to help you find the new recruits who best meet your needs.Using this yearbook Interviewing candidatesPlease use this book to look for potential recruits, We have great facilities in Norwich and London forand feel free to contact them directly through their interviewing students and so please do ask us if you’demail address. If you have problems getting in touch, like to arrange this.email us at [email protected], and we’ll behappy to help. Advertising your vacancies If you have particular gaps to fill, let us know. We’ll pass on details to all the Brand Leadership students, and we can advertise more widely across UEA if you’d like us to.“The Brand Leadership programme is undoubtedly one of the smartest decisions I have made for myeducation and career. The industry aspects we are examining will grant me a sophisticated grasp ofbranding and a competitive edge in the market. At the same time, my personal passion for branding isconstantly being nurtured by the wealth of knowledge we are immersed in daily.”Erica Wong, USA, 2014-15 MSc Brand Leadership student 7

Working with the studentsThere are five exciting ways you can work with the students before they graduate.Be a mentor Do a projectA uniquely valuable part of the programme is the The most valuable learning comes from doing realmentoring scheme. Each student gets a mentor who is projects for real clients. Each year, we divide thea senior practitioner. If you’d like to be a mentor, do let students into teams to take on demanding brandus know. All we ask is that you see your student three projects. If your organisation has a brand issue, andtimes over the course of the year - they’ll be thrilled to you’d like to get a team of committed and well informedget the benefit of your experience and ideas. brains working on it, please tell us.Give a masterclass Offer work experienceThrough the year, we arrange a series of masterclasses We want every student to have the chance of workwhere guests come in and talk to the students, and experience for up to one month from September. Thisshare their theoretical thinking or practical experience. is the best possible way for them to experience theIf you have a story to tell and are interested in giving a branding business from the inside. If you can offer amasterclass, let us know. placement, we’re sure you’ll benefit from your intern’s skills and enthusiasm.Invite the studentsWe’re keen for students to experience great brands, andgreat branding advisers at first hand. If you’re able to invitethem to your organisation, and maybe give them a tour ora couple of short talks, we’d love to hear from you. “Brand Leadership is a course like no other. It has a dedication to push you to succeed both academically and professionally. The connections and support you gain from students, lecturers, mentors and industry experts, help to break down the hard exterior of the branding industry and create a pathway to your future career.” Laura Stepney, UK, 2014-15 MSc Brand Leadership student8

The studentsBarientos Galicia Lidia [email protected] +44 (0) 7419 980527 p. 10Butawega Elizabeth [email protected] +44 (0)7789 418191 p. 11Chung Min-Chia [email protected] +44 (0) 7510 913397 p. 12Ding Yun [email protected] +44 (0) 7871 653854 p. 13Hanchalay Punnaboot [email protected] +44 (0) 7472 345733 p. 14Jacob Marcel [email protected] +44 (0) 7405 260604 p. 15Jarvis Nathan [email protected] +44 (0) 7543 484329 p. 16Jhooti Harpal [email protected] +44 (0) 7742 650824 p. 17Jitjaichum Pimporn [email protected] +44 (0) 7476 236526 p. 18Kunyotying Laksika [email protected] +44 (0) 7746 297058 p. 19Lee Carly [email protected] +44 (0) 7948 963395 p. 20Liao Chi-Wing [email protected] +44 (0) 7511 427785 p. 21Liu Hui-Tzu [email protected] +44 (0) 7547 997784 p. 22Mo Feifei [email protected] +44 (0) 7858 966842 p. 23Stepney Laura [email protected] +44 (0) 7795 900595 p. 24Thai Ly [email protected] +44 (0) 7858 972419 p. 25Wong Erica [email protected] +44 (0) 7908 363523 p. 26Zhang Zhiyi [email protected] +44 (0) 7858 997132 p. 27 9

Lidia Barrientos GaliciaEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2004-2008 2004-2008 Facultad de Artes Visuales, Universidad Autónoma de Nuevo León, Monterrey, México Bachelor in Graphic Design.Professional experience Also known as Lili2011-2013 Femsa Insumos Estratégicos/Indica Graphic Designer Email [email protected] Missquince Magazine Editorial Designer and Advertisements’ Designer Telephone +44 (0) 7419 9805272008 Super Boletos Languages Intern Web Design Spanish (Native) English (Fluent)2007-2008 Dal-Tile México Portuguese (Intermediate) Intern Design’s tile department About meProject experience I am creative, positive and always willing to learn, colourful andProject Experience: “Sync the City” 20-22 November 2014, The King’s responsible. I’ve always beenCentre, Norwich, Norfolk passionate about design, brands,Recently I participated in “Sync the City”; it is a tech start-up business ideas advertisements and photography,event, and brings people from the private, public and education sectors always trying to pay attention totogether to launch ideas in teams for profit or fun. I was part of the team: “Be details and look for improvement.me 4 now”, which is about a campaign to raise awareness in peopleabout the people who live with physical and mental disabilities. I collaborated Career interestswith the graphic design and strategy. My goal is to be a complete professional, and understand brands not only with the Designer’s view, but to go beyond. My next step is to work with an agency where I can learn and contribute at the same time. After this period, I would like to start a consultancy business focused on small businesses and in growing enterprises.10

Elizabeth ButegwaEducation and qualifications2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2007-2011 University of Huddersfield, UK BA Business and PsychologyProfessional experience2013-2015 Centre for African Leadership Studies, Ethiopia Email Communications Officer [email protected] • Content creation for the company’s portfolio, website and Telephone publication materials +44 (0)7789 418191 • Responsible for brand management • Assistant trainer for sessions on leadership development for Languages English (Native) a varied clientele including the Pharmaceutical Association of Ethiopia, the Farmers and Women’s Association of Ethiopia, About me • Proposal Development I am a determined person who values learning from others and am2012 AU-YVC Training, Porto Novo, Benin fascinated by different cultures and Youth Volunteer opinions. Branding is important to • 3rd Batch training of the African Union Youth Volunteer Corps me because it is a forum for people • Acquired valuable skills in leadership and self-awareness to express themselves in a creative • Acquired valuable knowledge of the AU, its policies, procedures and insightful manner. and future goals Career interests • Worked in a multi-cultural environment to create concept notes; Branding presents me with the opportunity to work in an industry that briefs; action plans; budgets and presentations values what culture can bring to a brand. I aspire to be part of a brand2012 NORTH45 Communications and Design Plc, Ethiopia strategy company with a focus on Marketing and Online Media Assistant cultural insight and research. • Client Service • Developed up-to-date case studies and promotional materials to strengthen visibility of client organisations’ work and achievements • Developed up-to-date case studies and promotional materials to strengthen visibility of client organisations’ work and achievements • Developed branding and graphics standards manuals, design briefs and concept notes • Participated in teams during conceptualisation of ideas for branding strategies • Social Media Officer 11

Min-Chia ChungEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards200?-2014 National Chiayi University, Taiwan Applied English (Business Stream) with Applied EconomicsProfessional experience2013-2015 2012-2013 National Youth Commission, Taiwan Also known as Campus Ambassador Lydia • Promoted the National Youth Commission brand on campus • Executed promotional activities as part of the Taiwan Email [email protected] government’s tourism strategy • Assisted organisation with marketing events Telephone + 44 (0) 7510 9133972012 Caves Bookstore, Taiwan Languages Internship English (Fluent) Chinese (Native) • Involved with the brand strategy team of Caves Bookstore Hakkanese (Native) Taiwanese (Fluent) • Developed knowledge of consumers’ behaviour in retail About me environment and retail marketing and design With strong ambition, passion and self-motivation, I always set my goalsProject experience high, work diligently to achieve, and conquer challenges. I like to do thingsMarketing Research Assistant for National Science Council Projects, differently, think creatively, and workTaiwan, 2013-2014 enthusiastically. Life needs inspiration,I was the lead researcher for a National Science Council Project through the I like to embrace different ideas andDepartment of Marketing and Logistics in National Chiayi University. My job take every chance to learn and grow.included conducting data collection and analysis, reviewing marketing literatureand translating research papers and articles. The project experiences taught Career interestsme how to apply marketing theories to practical situations. I would like to work in a globalProject Name: If There’s Still a Tomorrow: Effects of Mortality Salience on branding agency as a brand strategistConsumer Behaviour or a brand consultant being involvedProject Number: 100-2410-H-415-004-MY3 with building, shaping and reinforcing brands. I believe branding can be more than just making profit but also building a bridge between brands and consumers for good communication and purpose. I am enthusiastic about helping brands to grow and succeed.12

Yun DingEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2007-2011 Shanghai Jianqiao University, Shanghai, China Bachelor Degree of ArtsProfessional experience2010-2015 Santos International Inc, Shanghai Also known as Assistant Project Manager Yvonne • Key client: LVMH Group (Louis Vuitton, Givenchy, Loewe, Marc Email Jacobs) [email protected] • Working with global team and coordination • Responsible for building contacts with potential clients of high- Telephone +44 (0) 7871 653854 end luxury brands • Monitored the whole process of the project and presented the Languages Mandarin (Native) weekly report English (Fluent) • Involved in communicating with current clients about the About me project details I am a quick learner, who is passionate about retail brands.2011 EDG, Shanghai, China My dedication is to discover every Internship difference and detail which is worth developing in brands. I am looking • Prepared the documents for meeting forward to join an enthusiastic team • Completed the ERP inputs for marketing department to give alI I have. • Assisted on the material preparation for the projects Career interestsProject experience With experience in business development, I aim to be involvedLoewe flagship store, Santos (China) Corporation Ltd, Shanghai, China, 2013 in the marketing and brandingDuring the time of 2012 to 2013, I was involved in the long-term group project group of retail brands, enhancingfor Loewe flagship store in Shanghai. As an assistant project manager, I fixed the brand influence and improvingmeetings for clients from LVMH and project members from our company, the market competitiveness. Pleaseprepared the material collection, assisted on project manager to follow the feel free to contact with me if youwhole process of design and decoration, experienced the onsite have any question.working and presented the weekly report.Givenchy re-branding project, Santos (China) Corporation Ltd, China,2013-2014As the supplier company for LVMH, our team engaged in the GivenchyRebranding project of logo exchange for China market. I was in charge ofconnecting with every single franchisee of Givenchy, assisted on working atquotations, involved in planning the schedule of the whole project, contactedthe officers for government permits and weekly report. 13

Punnaboot HanchalayEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2006-2010 Chulalongkorn University, Thailand Bachelor of Arts, Communication Arts, Second Class Honours DegreeProfessional experience2011-2014 Metropolitan Waterworks Authority (MWA), Bangkok, Thailand Also known as Public Relations Officer Saifhon • Planning, developing, and implementing PR strategies Email • Developing the PR aspects of a potential crisis situations [email protected] • Liaising with media and key spokespeople • Writing and editing in-house journals and distributing press Telephone +44 (0) 7472 345733 releases to targeted media Languages2011 365 Group limited company, Bangkok, Thailand Thai (Native) Assistant Project Manager English (Fluent) • Liased with client about events • Coordinated with suppliers and service providers to implement About me I stand for virtuous and moral the events behaviour. I care about sustainability within the environment. I gain2010 Film Expo Asia 2010 Festival, Bangkok, Thailand enthusiasm and motivation by Production Assistance for Philippines team working in an energetic team which has the same goals.2009 Verve Public Relations Consultancy, Bangkok, Thailand Internship - Public Relations Account Executive Career interests I am very keen to work as a brandProject experience strategist or a brand consultant in a multinational company. I also wouldExplicit Knowledge Management, 2013 love to work to strengthen the brandFirst prize winner in Knowledge Management Activity at Metropolitan Waterworks of an organization that has a strongAuthority (MWA) for the topic “Issue and Crisis Communication for MWA”. My social impact. My long-term goalteam and I assembled and consolidated the organization’s crisis communication is to be a brand specialist who canplan, as a result of Thailand’s worst flood in 2011. suggest ways to use the power of the brand, motivating society to enrich1st CSR Plan Competitions, 2009 the human quality of life.First prize winner in the “1st CSR Plan Competitions”, held by Raks ThaiFoundation incorporated with Thailand Knowledge Park. My team and Iproposed an impact plan of corporate social responsibility that many companiescan use to improve the quality of alkaline soil in the North East of Thailand.Arts reflect Media Exhibition, 2009Promoted new Master of Arts faculty curriculum in Communication Artsthrough Chulalongkorn University. Attracted media attention by the craft ofnotable alumni in the topic “Arts reflect Media”.14

Marcel JacobEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2012 FAAP (“Armando Alvarez Penteado” Foundation) BA in Social Communication with qualification in advertisingProfessional experience2012-2014 Zóio Agency Email Co-owner and head of planning [email protected] • I was co-owner of this agency. After my last experience as Telephone an entrepreneur and with my work for Máquina Public Relations, +44 (0) 7405 260604 I gained attention with my last Project and skills. Maristela Mafei is the CEO of one of the biggest groups in the public relations Languages field in Brazil and invited me to be part of the Zóio team as English (Fluent) a partner. As a Head of Planning area, my work consisted in Portuguese (Native) managing the planning area and providing consultation in every marketing problem and communication as well. About me My strengths are my natural2012 Sambabrnd capacity to be creative, organized Co-owner and capable to use these both qualities to create meaningful • My first experience as an entrepreneur. At the time I got the projects. I’m a confident and opportunity to join a group of four people whose idea to work curious person, who always tries was very interesting. Without thinking about just advertising, the to do more than play by the rules. idea was to offer a profound brand experience to our clients. Career interests2010 Máquina Public Relations Work with communication allows Planning Assistant me to combine several different • Research and structuring information on pillars of brand, digital tools that can really transform people’s lives, and that fascinates strategy for social media and creative insights. me. But the most interesting part of this entire scenario is the branding2010 Santa Clara Agency field, which provides a real and Internship in planning area profound experience about how • My first job in the planning area. From there I totally changed my marketing, communication and people interact in various situations. creative approach and felt in love with branding field. Generally speaking, I worked with market analysis, and supported any planning needs. 15

Nathan JarvisEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2011-2014 University of East Anglia, UK International Relations and Politics DegreeProfessional experience2012-2015 UEA Student Ambassadors Scheme Email Student Ambassador [email protected] • includes working on Open Days, promoting the university to Telephone prospective students and working alongside other students +44 (0) 7543 484329 and staff to deliver an excellent experience for visitors. Included a five week Summer School with Aramco, hosting Languages Saudi Arabian Students in Norwich and working alongside English (Native) them through creative and entrepreneurial challenges German (Basic) Arabic (Beginner)2012 Sodexo Worldwide About me Barista I’m a creative, driven by potential and radical ideas, committed to • Barista at London 2012 Olympic Park. Initially one of four trained producing work of the highest quality. I believe in the power of baristas serving Aqua Centre then moved to Olympic Stadium. genuine, honest brands, connecting with individuals and seeking to Incredibly high intensity and quality service, dealing directly with create real life solutions to the biggest questions in society. customers. Involved in up-selling and customer complaints. Career interests2011 Office of National Statistics I want my work to have a positive, Census Collector lasting influence on society. I’m • Census Collector: Part time, short term contract involving motivated by taking a campaign or idea from its beginnings and seeing direct contact with the public, data collection and filing weekly it flourish and become successful. assessment reports More than that, I want my work to be a key part of a fulfilled and happy life.Project experienceCentre for Social Justice, Westminster (August 2011)Spent one week working in Westminster. Tasks included compiling a database,calling corporate executives, organising finance and expense folders andperforming initial research for an employee.AutoAudio Car Installations (August 2012)Working in direct and indirect customer sales, alongside frontline companysalesmen. Responsible for planning and implementation of resale of stock.16

Harpal JhootiEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2012 Copenhagen Business School, Denmark BSc Business and Economics (Exchange semester)2010-2013 BI Norwegian Business School, Norway BSc Business and Economics (full-time program)Professional experience Email [email protected] Bauhaus Norway KS Salesman Telephone • Taking part in various advertisement campaigns and customer +44 (0) 7742 650824 related events Languages • Attending conferences arranged by suppliers on different Norwegian (Fluent) products or product launches English (Fluent) Punjabi (Native) • Training and education of newly recruited employees Hindi (Fluent) Swedish (Intermediate)2014-2015 UEA International Office Danish (Intermediate) International student ambassador German (Basic) • Promoting East Anglia University to Norwegian students through Urdu (Fluent) various websites, social media and student events About me • Working together with a Norwegian student website for I am a happy down to earth person always hungry for knowledge. I have marketing purposes a burning desire to keep improving myself on both a physical and mental2013-2014 AIESEC BI, Norway level. As an ambitious person I wish Vice President and member to do something big and unique and • Part of the executive board and head of the functional area just enjoy whatever I end up doing. My biggest strength is that I never Outgoing Exchange give up. • Sending Norwegian students abroad on professional and Career interests volunteer internships I am interested in understanding • Interviewing internship applicants, signing contracts and assisting how branding as well as the creative aspect of business can be used to them finding suitable internships through our database create a successful brand. Eventually • Promoting AIESEC to potential members and interns I would like to create my own brand/ • Leading team of members working towards our goal of start my own business, but I am open to all kinds of experiences. sending maximum number of students on internships abroadProject experienceSemi-Annual Info Meeting for AIESEC BIAs head of the Outgoing Exchange program I was responsible for delegating tasksand supervise the arranging of our semi-annual Info Meeting where we invitedstudents to come and learn about internship opportunities abroad. In additionto hosting the event I was also actively involved in planning and implementingpromotional activities related to the event together with my team members. 17

Pimporn JitjaichumEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2010-2014 Chulalongkorn University, Bangkok, Thailand Commerce and Accountancy Faculty Bachelor of Business Administration Degree in MarketingProfessional experience Also known as Earn2013 Berli Jucker Public Co Ltd, Bangkok, Thailand Email Internship [email protected] • Researched on new product development Telephone +44 (0) 7476 236526 • Market observation Languages • Experienced real advertising production and radio spot recording Thai (Native) English (Fluent)Project experience About me23rd J-MAT award by Marketing Association of Thailand, 2013 I know myself as a positive andI attended the marketing plan contest in Thailand that founded by Marketing creative mind. I believe everythingAssociation of Thailand and was one of the 17 finalist teams from more than doesn’t have only one meaning400 teams in this contest in the topic of “Oishi Group” which is a famous soft and solution. Looking everythingdrink company in Thailand. I did market research and a marketing strategies in several different dimensionsplan for this project. is my passion and brings about outstanding ideas. Career interests My aim is to apply my knowledge and experience about branding to be useful for an organisation. I would like to challenge myself by building a brand for competitive products and services and make it to be unique and win a customer’s heart.18

Laksika KunyotyingEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2007-2012 King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand B.A. Industrial DesignProfessional experience Also known as Yoong2014 Baramizi Co Ltd Brand Communication Designer Email • Designed corporate identity, brand experience, campaign, [email protected] Facebook content and brand manual book Telephone • Presented work to client +44 (0) 7746 297058 • Involved in research customers’ insight • Participated in Parliament of Thailand project presentation Languages • Produced organisation’s identity guideline for internal and English (Fluent) Thai (Native) external use About me2013 365 Group Co Ltd Passionate about branding. Graphic Designer & Art Director Music and design lover. Trust in the • Designed event experience of 100th Anniversary of L’Oréal for essential and link between strategy and design is important things that Woman in Science can create the great value of brand. • Contacted suppliers and proof artwork • Assisted organising event for global brands, including M.A.C., Career interests I would love to apply my design L’Oréal, Estée Lauder and creative skills with the branding • Assisted with L’Oréal for Woman in Science event knowledge which I’ve learned to create the perfect job. My ambition2012 Hippolime Design Co Ltd is to be an effective brand strategist Graphic Designer and consultant, and create the • Designed product packaging value for local products or services in my country, Thailand, to have an2010 Prempracha Ceramics international standard and be well- Intern - Ceramics Designer known worldwide for their quality. Moreover, not only brands whichProject experience I create but also I need to have a good brand image and be on theRe-branding project for Parliament of Thailand top of mind when people thinkIn this project, I was involved in a second half of process, including designing about branding.corporate utensils and finishing manual book for Parliament of Thailand’s newidentity. I was also involved in the final project presentation, and I had learn towork with a government sector.Designed corporate branding for MEET UMy role in this project included coming up with a brand and design strategy,creating project brief, and brain-storming with clients. Besides working as adesigner I was also responsible for designing corporate identity and finishingwork into a manual book. 19

Carly LeeEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2011-2014 University of East Anglia, UK BSc Business Management – 1st class honours classificationABRSM Violin Grade 1 – 8Professional experience Email [email protected] Salesupply Ltd, UK Customer Service and E-marketing Internship Telephone • Social media for international clients: blogging on Google+ and +44 (0) 7948 963395 Facebook (62,000+ likes) Languages • Website checks, test orders, webshop marketing and English (Native) Cantonese (Fluent) administration issues • Marketing research About me Hi, I’m Carly. I love brands – what2013-2015 University of East Anglia, UK they mean, why they are here Student Ambassador and what they can do. Being a • Student representative for UEA including campus tours and social and proactive individual, I take a personal approach to public speaking, promotion duties through career fair stands many things – my work, my way of externally, office work, and administration duties communication and my aspirations. I am at my happiest when I inspireProject experience and motivate people – something I will work towards in anything I do inMarketing communications, Maddermarket Theatre Norwich 2012 the future.Chief Executive OfficerI was part of a 3-person team tasked with creating and developing a new IMC Career interestsCampaign and ad design. I was responsible for designing visual prints of the Along with my keen interestad; coordinate digital visual elements about the brand in accordance with the to venture into the brandingmarketing strategy created as a team and market research competitors in the consultancy in my career, a lovemarket. The project was successfully awarded 1st class honours (80% overall, with for visual art and international90% on my allocated section ‘Advertising Design and Communication Strategy). client relationships has escalated during my time at university. MyStrategic Business Decision Making, University of East Anglia 2013 ambition would be to work for anChief Executive Officer organisation where I can do goodThis was a team project to set up a virtual online business on the ‘MarketPlace’. and make a difference through theMy role was leading the team with strategic decisions based on the moves of other power of branding.live competitors and organisational/economic changes within the game, where Iwas responsible for the strategic direction of the team and our organisation. Ourteam ranked 1st out of the year with 41% market share.20

Chi-Ying LiaoEducation and qualifications Also known as Avery2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Email Currently studying towards [email protected] Fu-Jen Catholic University, Taipei, Taiwan Telephone Bachelor of Business Administration +44 (0)7511 427785Professional experience Languages Mandarin (Native)2013-2014 Reid Fruits, Tasmania, Australia Taiwanese (Native) Supervisor English (Fluent) Japanese (Basic) • Examined quality of various products; contacted staff of Spanish (Basic) working details About me • Assured production line’s operation and staff working condition “When the going gets tough, the • Defect rate decreased by better quality control of staff tough get going” is my favourite quote to motivate myself when and machines I face difficulties in my life. I love • Conferred with management or subordinates to resolve worker to immerse myself into different cultures and environments problems, complaints, or grievances to experience the differences and inspirations by global2012-2013 McDonald’s, Darwin, Australia communications. Supervisor Trainee Career interests • Handled orders and cash from customers at the counter and With international experiences, drive-through communication skills, brand knowledge and leadership • Situated in different positions due to quick learning ability techniques, I aspire to join the family • Helped new staff members get acquainted with standard of international brand consultancy. operation procedures of McDonald’s 21 • Increased sales volume and customer positive responses by effective quality service; gained experience with maintaining customer satisfaction • Developed knowledge of basic restaurant operations, human relations, interpersonal communication and follow-up skills2008-2012 Benz Electronic Co Ltd, Changhua, Taiwan Intern • Provided bilingual language assistance enabling effective communication and consolidating relationships with international customers in Europe and North America • Assisted with customer relationship and document management • Provided help from promoting products and contacting customers to delivering products • Improved and maintained Customer Relationship Management system; assisted with regular exhibitions in Hong Kong and TaiwanProject experienceHow to Operate a Social Enterprise in a Sustainable Way, Taipei, Taiwan, 2012This project aimed at helping social enterprises in Taiwan to develop theirmarketing channels better and to create a platform on the website to make theconsumers more easily and convenient to shop online. We worked as a teamto contact different social enterprises and made them as an association on theplatform to increase availability and volume of sales.

Hui-Tzu LiuEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2007-2010 University of Shih Chien (USC), Taipei, Taiwan Bachelor of Business AdministrationProfessional experience2010-2011 eTansy Marketing & Trading Corp, Taipei, Taiwan Also known as Marketing Specialist Hweiz • Assisted about 100 companies in building B2C Email E-Commerce shops [email protected] • Provided sales kits and teaching materials of E-Commerce Telephone2012-2014 Sophisca Corporation, Taipei, Taiwan +44 (0) 7547 997784 Marketing Specialist • Oversaw seasonal marketing programme Languages • Launched new products Mandarin (Native) • Manage in the brand renovation project English (Fluent) • Rebuilt product categories • Manage Project team About me An insightful observer with aProject experience passionate curiosity about new things. I am grateful for what I haveYahoo e-commerce shop building project and try to see the good in everyone.Help clients, which were mostly small and medium enterprises, in using I am a person with positive workE-Commerce as the beginning of their own branding process, build their brands. attitude and have a strong belief inI started from finding out what the enterprise wanted to give to their customers the power of branding.and how they would like to present the store and communicate with thedesigner. I also gave suggestions in introducing products and holding marketing Career interestsevents. I assisted companies in different industries such as clothing, cosmetics, I aspire to work at a global brandfood, and 3C to start up their brands on the internet. consultancy as a strategist. I am especially interest in helping smallSeasonal marketing programme and medium enterprises andI started from doing research on the needs of our customers, the types of gift for manufacturing companies to builddifferent holidays, seasons, and occasions, and profiling our customer and the their worldwide brand.recipients of these gifts. I readjusted the prices of our products accordingly. Withthe designer, we surveyed new items. To create the mood of the season I alsofocused on the visual merchandising. I added displays outside of the store toattract passersby to take photos of our shop window and share them on socialmedia. We carefully rearranged our display so that our customers could findwhere the products were and maximize the sales. Achieved the goal of a 30%growth in sales.Sophisca brand renovation projectSophisca started by importing different types of candy from around the worldand repacking them as gifts; the brand lacked a focus. Since Sophisca isnow capable of producing its own candy, I have started building up productcategories. Based on market and competitors information, each category hasimage and focus.22

Feifei MoEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2009-2012 Guangzhou University Sontan College Bachelor of Arts in JapaneseProfessional experience2014 Saiyi Management & Consulting Co, Ltd, China Also known as Senior Marketing Executive (Branding) Tiffanie • Responsible for new products development • Planning and executing brand promotion strategy (online Email [email protected] promotion) • Assisted the branding director for the related branding operations Telephone +44 (0) 7858 966842 and plan, design, promote and manage corporate brand Languages2012-2014 TBWA\HAKUHODO, China Cantonese (Native) PR Account Executive (Key client: Nissan) Mandarin (Fluent) English (Fluent) • Press releases writing and media communication Japanese (Advanced) • Planning and executing PR campaigns, completed several About me launch events of new models and automobile exhibitions I am a curious person who • Detecting and deal with negative news of the brand always loves creative ideas and • Assisted build up and integrated the PR system of all the Nissan challenges. I hope I can use my eyes and mind to discover and feel franchisers in China more about the world. Also, I like • Maintaining media relationship for the brand communicating with others as I can always find out more about2011 Ourui Information Technology Co Ltd, China myself through other people. Intern Marketing Assistant • Collected and analysed industry data Career interests • Made promotion plan I think successful brands are all the • Followed the offline shooting programs, processed the photos good story-tellers; they share their thoughts and communicate and in charge of network layout with people, I hope I can use my knowledge to tell the fancy storiesProject experience as well. My goal is to be a professional in the fields of brandingInternational Automobile Exhibition of Guangzhou, China, 2012-2013 and public relations. Meanwhile,I was responsible for PR in the exhibition, coordinating with media, taking keep changing, moving andcharge in press releases for our key client, Nissan. discovering in my entire life! 23

Laura StepneyEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2011-2014 Norwich Business School, University of East Anglia, UK BSc Business Management (First Class)Professional experience2013 Lovewell Blake LLP, Norwich Email [email protected] Internship Telephone • Admin based role +44 (0) 7795 900595 • Organised apprenticeship programmes Languages English (Native) • Contacted both successful and unsuccessful candidates French (Basic) • Worked with both Excel and the Lovewell intranet About me I am an innovative thinker, a • Developed written and oral communication skills daring, confident individual that uses creativity and original ideas • Promoted the Lovewell Blake apprenticeship programme to strive in my work. I am open minded, accepting different ideas2013 Forever PR, Cambridge and personalities that as a result, broadens my own character and Internship enables me to fill leadership roles. I enjoy working with a team and • Wrote press releases have always been trusted as a focused and reliable team player; • Emailed and telephoned various bloggers, journalists always devoted, always aiming high. and businesses Career interests My primary interest is to become • Developed both written and oral communication skills. a valuable member of a branding team, to enjoy and feel a passion2013 Young Enterprise, Norwich, towards my work. I would love to Business Advisor work in an environment whereby • Lead a group of six I could use my interpersonal and • Worked closely with the managing director of the group communicative skills to create and • Improved communication, team working and supervision skills. share ideas.Project experienceMarketing Communications, Norwich, UK, 2013I conducted an integrated marketing communications campaign for theoldest book shop in Norwich. I spoke to the shop owners and from this,developed a print advert that communicated the proposed brand messageto the target audience.Behavioural Aspects of Marketing, Norwich, UK, 2014I conducted a mini-ethnographic study into consumer behaviour associatedwith the consumption phenomenon of pet ownership. My research included fourin-depth phenomenological interviews with consumers as well as vast readingfrom academic research. I completed the project with a written report of 5000words that demonstrated my own arguments and scope for future research.24

Ly ThaiEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2011 Griggs University, Andrew University, US Bachelor of Science in Business ManagementProfessional experience2013-2015 Artexport Corporation, Hanoi, Vietnam Email International Marketing Representative [email protected] • Conducting market research and proposing new Telephone business opportunity +44 (0) 7858 972419 • Identifying, developing and growing a global customer base. • Delivering client service: B2B Languages • Planning strategy and tracking marketing promotions for English (Fluent) Vietnamese (Native) multiple local brands About me International Marketing Intern I find myself a curious thinker, • Conducting marketing research and developing international who always looks at the ordinary customer base with new perspectives, and has a • Collecting brand case studies and evaluating their great sense of commitment and current strategies responsibility. I might not be the • Assist in-house team in marketing projects loudest person in the room, but I am resourceful and original enough to beProject experience a valuable input for this field.The Video Project’s MediaHUB Streaming Platform, 2013-2014 Career interestsThis is a social project of Enactus UEA cooperated with charity: Under-1-Roof. I am keen to contribute my bestThe objective of this project is to help one homeless artist establish his own in a branding consultancy firm asbusiness and build up a brand that has power to increase self-esteem of a professional brand consultant. Ipeople and inspire them to develop their hidden talent. As part of the team, I am strongly interested in assistingam in charge of developing brand concept for this project including: define high SMEs’ brands in emerging markets inpurpose and brand positioning; and ensure brand ideas will be communicated in creating game change.each business action. 25

Erica WongEducation and qualifications Email [email protected] Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Telephone Currently studying towards +44 (0) 7908 3635232006-2011 San Francisco State University, USA Languages Bachelor of Science in Visual Communication Design, English (Native) German (Beginner) Minor in Marketing Chinese (Beginner) Norwegian (Beginner)2009-2010 Brunel University, UK Studied at the College of Engineering and Design through About me I have always viewed the world a study abroad programme through a creative lens. With a background in visual communicationProfessional experience design and marketing, I am able to channel my graphic expertise to the2011-2014 The Video Project, San Francisco, USA field of branding. Travelling around the Head of Product Development and Design world and experiencing other cultures • Managed product development cycles, production schedule, has allowed me to open my mind to new possibilities, which is key to and overall design of product line inspiring innovative solutions. I am a • Developed visual designs for nationwide fundraising and passionate and determined problem- solver and aspiring brand leader. marketing campaigns • Ensured consistent brand communication throughout Career interests My goal is to help brands reach their product line greatest potential in being effective with their messaging. From my Marketing/Design Associate previous professional experience • Designed semi-annual product catalogues reaching an and education, I have honed my audience of over 20,000 institutions worldwide marketing and design skills, which • Created an extensive range of print and digital promotional I can apply to branding work for a materials for long-term and ad-hoc projects multi-national company. As a brand strategist or consultant, I want to Marketing Intern help guide a company to take full • Updated corporate identity materials and general ownership of their brand and realize graphics requests how powerful their brand can be. • Handled general office administration and daily operationsProject experienceThe Video Project’s MediaHUB Streaming Platform, 2013-2014The MediaHUB is a multi-functional digital streaming platform whereeducational institutions can host licensed video content for students to engagewith. I created all of the graphic user interface designs for both front-end andback-end users, as well as additional graphics for the MediaHUB brand.Full Frame Productions/Filmmakers Collaborative, 2013I designed printed materials and banners for this film production company at anational conference.Elemental LED, 2012I designed their seasonal product catalog featuring over 90 products, whichconsisted of 9 printed brochures and an outer sleeve.26

Zhiyi ZhangEducation and qualifications2014-2015 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2010-2014 Chongqing Technology and Business University Advanced Mathematics, Microeconomics, Macroeconomics, Tax Law, Financial Accounting, Financial Report, Auditing, Financial Management, Investment, Performance Management, etc.Professional experience Also known as Joy2014-2015 Norwich Business School Part-time Student Ambassador Email • Blogging and assisting with updating social media to promote [email protected] the Business school and its programmes Telephone • Guiding potential students on visits +44 (0) 7858 997132 • Participating in filming promotional material Languages2014 JinKe Real Estate Co, Chongqing Branch English (Advanced) Intern - Sales Department Mandarin (Native) • Preparing and checking sales contracts • Part of a team designing promotional brochures About me • Assisting in online marketing programme by writing I perceive myself as a passionate and energetic person who are introductory material willing to embrace challenges and • Calling clients to obtain feedback, analysing the same and changes. One of my strengths is that I always try to make perfect emailing my findings to my superiors things. I hope I can bring success to my future company and bring2013 ICBC, Gansu Branch happiness to my friends. Intern - Assistant to the Customer Relations Manager • Organizing and distributing promotional gifts to clients for Career interests I would like to apply my education Mid-autumn festival and work experience in branding and • Obtaining feedback from clients as to their satisfaction with our marketing as a member of brand management department. In the long services and products and reporting the same to my superior run, my career plan is to focus on the • Assisting in the promotion of the Bank’s services and brand communication in the fashion and quick-consuming company. financial products • Preparing personalized investment plans for groups and individuals 27

Norwich Business SchoolUniversity of East AngliaUniversity PlainNorwichNR4 7TJUnited KingdomBrand Leadership [email protected]+44 (0)1603 591429www.uea.ac.uk/nbs