Case Western Reserve University includes an introductory Marketing course as part of its core curriculum in the full-time MBA program. The class is taught by Professor Gary Hunter who stresses the importance, as a Marketer, of understanding your brand in very high-level conceptual ways. Its very easy to get caught up in the daily hustle, putting out fires, and swimming in details. But, if you let these daily occurrences dictate your decisions around the brand, then you really have no strategy at all. One method of brand conceptualization which we examined in detail was the Brand Molecule. The idea of this method is to create a graphical representation of the relationships your central brand has with its surrounding environment. Some of these relationships will influence the purchasing decision favorably and others negatively. The trick is to understand the current situation and then make a conscious decision to shift these relationships in deliberate and strategic ways. Below is my attempt at a UFC Brand Molecule:
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