The document outlines a brand positioning assignment by Ziyan Huang for a target audience of HR professionals at Ping An Bank, highlighting their typical demographic and key concerns in hiring. Ziyan emphasizes his educational background, relevant experience, and personal attributes such as confidence and enthusiasm as points of differentiation. His brand essence is characterized as 'energetic, hard-working, and modest,' aiming to position himself as a reliable and skilled candidate for bank employers.

1. Ziyan Huang (Jerry)
Assignment 4
Brand Positioning
Professor Gaur
Target audience:
HR in Ping An Bank Co., Ltd. HRs (interviewers who hire
people) from Ping An Bank are usually female, aged 30-40, who
look friendly and easy-going. They are sophisticated and skeptic
when checking people’s resumes and asking questions during
interview. Usually, HRs care about four things: 1. Graduate
school ranking. 2. Working experience in bank 3. Oral
expression. 4. Personal character. They prefer people who are
enthusiastic, energetic and hard-working.
Q1:
Compared to other people who also look for jobs in Ping
An Bank, my points of parity would be: 1. I have earned a
master degree in a Top 40 U.S. graduate school. 2. I have some
intern experience in another bank. My points of differentiation
would be: 1. I am confidence in speaking and self-expression. I
can serve both Chinese and American clients because I speak
fluent Mandarin and English. 2. I am energetic and hard-
working. I always have passion in learning something new,
which is a key for me to develop working skills.
Q2:
My brand essence: “Energetic, hard-working and modest.”
Q3:
Positioning statement:
Ziyan Huang is for employers from bank,
Who look for excellent employees.
Ziyan Huang is an energetic, hard-working NYU graduate
student,
That has passion in developing new working skills.
Because he can speak fluent Mandarin and English,

2. And have one year working experience in China Merchant Bank,
So that employers can trust him as a reliable candidate.