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Journal articles on the topic 'Creating a personal brand'
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Pillai, Anand. "Creating your Personal Brand." NHRD Network Journal 6, no. 3 (July 2013): 36–39. http://dx.doi.org/10.1177/0974173920130316.
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Stanton, Angela D'Auria, and Wilbur W. Stanton. "Building "Brand Me": Creating a Personal Brand Statement." Marketing Education Review 23, no. 1 (April 2013): 81–86. http://dx.doi.org/10.2753/mer1052-8008230113.
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Matsarenko, T. N. "From personal brand to competitiveness." Voprosy kul'turologii (Issues of Cultural Studies), no. 1 (2022): 32–35. http://dx.doi.org/10.33920/nik-01-2201-03.
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The article discusses the issue of re-adaptation of a ballet dancer after completing his stage career, the possibility of self-realization in the profession of related choreographic activity. The problem is revealed in the professional and pedagogical position of ballet dancers, adaptation to a new status, the desire to preserve the potential that ensures success in their careers, the desire to use their skills as an asset — investing in the profession, developing creative potential by creating a personal brand.
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López, Manuela, María Sicilia, and Alberto Alejandro Moyeda-Carabaza. "Creating identification with brand communities on Twitter." Internet Research 27, no. 1 (February 6, 2017): 21–51. http://dx.doi.org/10.1108/intr-12-2013-0258.
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Purpose Companies are now using social network sites (SNSs) within their marketing and brand-building activities. Twitter is the preferred SNS for creating brand communities, which offer companies many advantages. The purpose of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also analysed which type of brand community is able to achieve the balance between both needs, enhancing identification with the brand community. Design/methodology/approach A total of 318 valid responses were collected from three camera brand communities on Twitter. Messages (“tweets”) which included a link to an online questionnaire were sent to community members via Twitter. The authors examine the proposed model using structural equation modelling. Findings The authors demonstrate that consumers can satisfy their need for affiliation in brand communities created in Twitter. However, consumers can only reach a balance between the need for affiliation and the need for distinctiveness in brand communities built around niche brands. In contrast, the two needs work in opposition to shape identification in brand communities of big brands. Originality/value Optimal distinctiveness theory is used as a theoretical background for proposing how the antecedents of identification with the brand community enhance brand loyalty, with reference to the conflict between the individual’s needs for both distinctiveness and affiliation. Consumers’ identification with the brand community is proposed as a mediator to achieve brand loyalty in brand communities. Consumers reach this balance in brand communities built around a niche brand, where individuals with high NFU feel a high identification with the brand community. For big brands, as consumers’ NFU increases, their identification with the brand community and brand loyalty decreases.
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Eng, Bennie, and Cheryl Burke Jarvis. "Consumers and their celebrity brands: how personal narratives set the stage for attachment." Journal of Product & Brand Management 29, no. 6 (June 1, 2020): 831–47. http://dx.doi.org/10.1108/jpbm-02-2019-2275.
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Purpose This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs professional lives in creating attachment and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity. Design/methodology/approach Three online experiments tested the proposed direct, meditating and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs. Findings The results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type and brand attachment. Additionally, personal narratives produce stronger attachment than professional narratives; the celebrity’s source of fame moderates narrative type and attachment; and on-brand narratives elicit higher attachment than off-brand narratives, even when these narratives are negative. Practical implications The authors offer recommendations for how marketers can shape celebrity brand narratives to build stronger consumer attachment. Notably, personal (vs professional) narratives are critical in building attachment, especially for celebrity brands that are perceived to have achieved their fame. Both positive and negative personal narratives can strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations. Originality/value This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how characteristics of those narratives influence consumer-brand attachment.
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Tarnovskaya, Veronika. "Reinventing Personal Branding Building a Personal Brand through Content on YouTube." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 3, no. 1 (2017): 29–35. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.31.3005.
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The study explores the phenomenon of personal branding on social media and in particular, examines how YouTubers create their personal brands online. The explorative and inductive approach has involved qualitative content analysis of a total of 72 videos produced by four successful YouTubers during several years of their social media presence. The findings reveal three major stages of the personal branding process, which are not sequential, but rather, were found to run in parallel over time: loyalty to personal brand profile, promotion of multiple social media accounts and addressing the audience and encouraging co-creation. The personal brand content is found to comprise such elements as the personality of the YouTuber, typical topics, the tone of voice, environment (setting) as well as product brands. Among its key features are clarity, consistency, and authenticity, resembling those of a product/service brand. The study proves the applicability of classical principles of product branding and typology of consumer-brand relationships as well as brand meaning co-creation to the personal branding phenomenon, while at the same time highlighting the complex nature of this phenomenon as being “born global”, purposeful and highly interactive. Thus, personal branding might be seen as a re-invention of the traditional branding but on a completely different level of interaction and visibility. Among managerial recommendations is the need for managers to closely monitor and analyze what is being said about their brands by the famous personalities on-line as these individuals are capable to influence the consumers’ perceptions about brands and companies.
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Kolodeznikova, S. I., E. N. Neustroeva, and E. K. Timofeeva. "Personal brand of university teachers in the Arctic regions in the context of digitalization of education." SHS Web of Conferences 113 (2021): 00055. http://dx.doi.org/10.1051/shsconf/202111300055.
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The objective of this article is to study the possibilities of creating a personal brand of a higher education teacher, its peculiarities and values in the conditions of the region. A description of the national character, mentality of the Sakha people is given for a better understanding the peculiarities of the university teacher’s brand creating in the region. The results of a sociological survey in three institutions of the republic have shown that today the understanding of the importance of developing a personal brand in the higher schools of the republic is superficial. The factors that contribute to the creation of a personal brand in the scientific and educational environment have been investigated. Recommendations for the step-by-step forming a personal brand are offered.
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Suhaeni, Tintin, Sri Raharso, Ivon Sandya Sari Putri, Abdul Malik Sayuti, Tangguh Dwi Pramono, Marceilla Suryana, and Chandra Budhi Septiyandi. "Program Kemitraan Masyarakat: Pembuatan Identitas Merek dan Pembinaan Penerapan Branding untuk Meningkatkan Penjualan Usaha Mikro Kuliner Kupat Tahu Padalarang di Kecamatan Batujajar." JURNAL PENGABDIAN KEPADA MASYARAKAT (AbdiMas) 2, no. 2 (December 25, 2020): 63–72. http://dx.doi.org/10.30871/abdimas.v2i2.2528.
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This community partnership program aims to develop the Kupat Tahu Padalarang business in Kecamatan Batujajar, Jawa Barat by building a business brand identity, personal branding, excellent service, and good customer communication. The survey was conducted to obtain information on brand awareness, business conditions, and customer satisfaction before and after the program was implemented. The creation of a business brand identity starts with creating logo, banner, product packaging, employee uniforms, and structuring the business environment. Personal branding itself is created through the development of excellent service and good and friendly customer communication. Business brands that have been created have also been registered to protect business actors from imitating them. The brand is a capital that can be developed by business actors to be used in promotion on social media in order to increase business brand equity
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Аксенова, О., O. Aksenova, Н. Скрипникова, N. Skripnikova, Е. Швец, and E. Shvec. "Self-PR as a Business Promotion Tool." Scientific Research and Development. Modern Communication Studies 8, no. 5 (September 24, 2019): 60–62. http://dx.doi.org/10.12737/article_5d77688083b0b4.91810385.
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This article discusses the concept of Self-PR. It describes the technology of creating and promoting a personal brand; stages of its development. Personal brand is analyzed as a tool to promote your business and services. The process of formation and promotion of the brand is divided into four stages: personality audit; brand strategy is determined; creating basic brand attributes; selection of personal brand promotion means; identification of key communication channels.
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Jenkins, Henry. "Participatory Culture: From Co-Creating Brand Meaning to Changing the World." GfK Marketing Intelligence Review 6, no. 2 (November 1, 2014): 34–39. http://dx.doi.org/10.2478/gfkmir-2014-0096.
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Abstract Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism. Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.
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Ivanytska, Svitlana, and Anna Aheicheva. "Brand Promotion Peculiarities." ЕКОНОМІКА І РЕГІОН Науковий вісник, no. 1(80) (March 25, 2021): 82–86. http://dx.doi.org/10.26906/eir.2021.1(80).2241.
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The brand promotion peculiarities are studied. It has been determined that the process of brand promotion includes: marketing a brand name and logo, making souvenirs, placing on various media, releasing videos, layouts for advertising, announcements on the Internet and much more. Used methods to promote brands are considered, such as: advertising, personal selling, packaging, 360° campaign, brand promotion on the Internet. The ways to promote a brand have been proven to be: website building, search engine optimization, social media, live streaming, storytelling, creating valuable content, blogging, email, LinkedIn Publishing Platform, prizes, infographics, car wraps, networking events, offline ads, promotions, loyalty programs, free trial product giveaways, strong branding. As a result of the study, it was found that brand promotion is the creation of consumer confidence in a product.
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Van Dijk, Youvale. "Personal Branding for tennis coaches." ITF Coaching & Sport Science Review 23, no. 65 (April 30, 2015): 12–14. http://dx.doi.org/10.52383/itfcoaching.v23i65.112.
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This article identifies the need for personal branding in one’s career – a phenomenon that has gained importance in recent years. By establishing a personal brand coaches are able to differentiate themselves. Four key steps in establishing a personal brand are identified: self-assessment, creating one’s personal brand, marketing one’s personal brand, and evaluation and adjustment. In addition, the role digital media channels can play in the process is discussed.
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Chung, Hwiman, and Euijin Ahn. "Creating Online Brand Personality: The Role of Personal Difference." Journal of Promotion Management 19, no. 2 (March 2013): 167–87. http://dx.doi.org/10.1080/10496491.2013.769472.
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Górska, Anna M. "The True or the Idealized Self: How CEOs Build Their Personal Brands?" Central European Management Journal 29, no. 1 (March 15, 2021): 39–60. http://dx.doi.org/10.7206/cemj.2658-0845.40.
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Purpose: This study aims to empirically present the process of personal branding of CEOs. Building on the theoretical model proposed by Wojtaszczyk and Maszewski (2014), the study illustrates how CEOs build their personal brands. Methodology: The study is based on twelve semi-structured interviews with the CEOs of Poland’s strongest brands. Results were coded and analyzed with the use of MAXQDA software. Results: The research allowed us to understand the process of creating a personal brand by CEOs. Moreover, interviews revealed that the personal brand reflects the true self of CEOs. However, it is also adjusted to the target audience; consequently, CEOs show diverse identities to the outside world. Implications: Through the empirical investigation of the branding process, the findings fill a certain research gap. Insights gained in the process may prove useful for practitioners. Originality/value: The article explores the subject of the personal brand, which continues to be the focus of many researchers, particularly in the CEE region. This research gave voice to CEOs, who explained how they build their personal brand and shared detailed information whose scope greatly exceeds what they present in the media.
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KUZMINA, Varvara A., and Marina V. TERSKIKH. "Formation of the musician's personal brand on social networks (using the example of P. Drangi and A. Vorobyov)." SOCIAL AND ECONOMIC PHENOMENA AND PROCESSES, no. 2 (2020): 26–36. http://dx.doi.org/10.20310/1819-8813-2020-15-2(109)-26-36.
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We considered the problem of formation of personal brand through content of social networks. Based on modern works on personal branding and classification proposed by image-making specialists, we considered strategies and technologies for creating a personal brand by two creative personalities in a comparative aspect: P. Drangoy and A. Vorobyov. We understood a personal brand as a complex of images and associations that is actualized in the minds of people when mentioning the name of a certain person. We modeled P. Drangi and A. Vorobyov's personal brands by determining the competencies, standards and style that they broadcast in the Internet space; key image characteristics of both artists are analyzed, we considered image in four dimensions: visual, verbal, context and event. We used the comparative analysis method and the content analysis method as the basic ones. The material for the study was content posted by musicians on personal official pages on social networks. The appeal to this content made it possible to determine the general in building the image of the star of the modern scene, taking into account the individual characteristics of each musician. In conclusion, we made the conclusion about the ability of an account on a social network to influence the artist's image, his concert activity and career trajectory.
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Li, Yizhi, Can Lu, Vanja Bogicevic, and Milos Bujisic. "The effect of nostalgia on hotel brand attachment." International Journal of Contemporary Hospitality Management 31, no. 2 (February 11, 2019): 691–717. http://dx.doi.org/10.1108/ijchm-12-2017-0797.
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PurposeThe purpose of this study is to distinguish between two types of nostalgia, examine their effect on emotions and explore the relationships between nostalgic emotions evoked by past hotel experiences and consumers’ brand attachment and willingness-to-pay.Design/methodology/approachThis study was based on a sequential explanatory mixed-method design. An online scenario-based experiment was complemented with online structured interviews.FindingsThe results indicate that both personal nostalgia and historical nostalgia evoke positive emotions (upbeat/elation and warm/tender). However, emotions evoked by personal nostalgia are less intense than those evoked by historical nostalgia. Positive emotions successfully predicted brand prominence and brand-self connection. Brand prominence, but not brand-self connection, was positively related to consumers’ willingness-to-pay.Research limitations/implicationsThe study’s findings suggest that hotel brands that focus on creating extraordinary memories, and brands with more historical themes, elicit more positive emotions among hotel customers. This, in turn, makes customers more likely to recall that hotel brand in the future and translates into higher willingness-to-pay.Originality/valueThis study is among the first to establish and test a conceptual model that connects nostalgia, nostalgic emotions, brand attachment and willingness-to-pay in the hotel industry context. As such, it is a rare attempt to explain the role of personal and historical nostalgia in hospitality research.
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Rahayuningsih, Fransisca. "URGENSI PERSONAL BRANDING BAGI PUSTAKAWAN DI ERA PANDEMI." Info Bibliotheca: Jurnal Perpustakaan dan Ilmu Informasi 3, no. 1 (December 31, 2021): 46–65. http://dx.doi.org/10.24036/ib.v3i1.262.
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As a result of the Covid-19 outbreak, libraries must change their habits and order in providing library services. Library services, which were initially carried out in person or on the spot, were turned into online services to facilitate and provide convenience for users and librarians. Librarians are expected to be more creative in creating new innovations in providing online services to users. Librarians must still be able to provide excellent service to users even with various existing limitations, both librarians, infrastructure, and library collections. In the midst of the limitations of excellent service, the librarian is the key to this excellent service. Librarians must have a brand. How the librarian shows brand personality, brand-ability, brand value, and has a stimulus that produces positive perceptions. The brand of personality to build is one that is friendly, cooperative, forgiving, understanding, and good on good terms with other people. Librarians must also hone their brand personality in terms of being systematic, careful, thorough, responsible, and disciplined. Librarians should also have less negative emotionality, so that they are relatively balanced, calm, steadfast, and feel safe. Librarians must be sociable, articulate, assertive, and open to new relationships. besides that the librarian must have a high, to listen to new ideas and change ideas. The brand of librarian abilities that must be built is solving problems systematically, being able to find and finding creative and original ideas, managing people, coordinating with other people or teamwork, regulating and controlling emotions, being able to draw decisions, under any conditions, have a service or service orientation, negotiate, have cognitive flexibility or are able to think spontaneously in response to adjusting to situational needs. The librarian's brand value that must be built is the value of integrity and leadership. In terms of integrity, librarians must value honesty in speaking and acting; be able to balance/be consistent between thoughts, words, and actions; fair in treating others; have a high dedication to the institution; can always be trusted in carrying out the mandate and carrying out daily tasks. In addition to leadership, librarians must build teamwork in order to generate new ideas, ideas, suggestions so that work goals can be implemented.
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Baluk, N. R., L. M. Buk, O. M. Vovchanska, and S. V. Skybinskij. "Communications in creation of personal brand." Entrepreneurship and Trade, no. 23 (2018): 111–19. http://dx.doi.org/10.36477/2522-1256-2018-23-19.
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Shaker, Fahim, and Reaz Hafiz. "Personal Branding in Online Platform." Global Disclosure of Economics and Business 3, no. 2 (December 31, 2014): 109–20. http://dx.doi.org/10.18034/gdeb.v3i2.154.
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Online personal branding connotes a way to communicate favorable attributes of an individual self in the online platform in order to differentiate oneself from others that will assist to attain the professional goals along with relational aspirations. Numerous studies focused on the importance of having a strong personal brand but mostly ignored the way of developing it in the virtual world. The objective of the paper is to explore various literatures from different disciplines to address the issue of developing a contextual framework of “construction of online personal brands.” The study covers the area of personality dimensions, personal brand identity both core and extended, influence of surroundings in identity creation in the online environment, individual’s image positioning and management etc.
JEL Classification Code: M31; M37
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Dhote, Tripti, and Vishal Kumar. "Long-duration Storytelling: Study of Factors Influencing Retention Ability of Brands." Journal of Creative Communications 14, no. 1 (March 2019): 31–53. http://dx.doi.org/10.1177/0973258618822871.
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In the current cluttered context, delivering brand communication competently to the intended target audience is a big challenge. Given the multiple options available in terms of brands and channels, creating the right impact is a tough call. One format which has emerged in recent times is long-duration storytelling. As a creative strategy, the format is gaining an immense prominence primarily due to its potential to hold audiences and leave an enduring impact on their minds. The trend also shows that brands embracing storytelling are moving beyond the traditional 30- and 45-s duration, resorting to longer formats of more than 60 s. Though there is some research on the ability of brand elements and other factors like culture and family influencing customer attitudes through storytelling, marketers also try to influence behaviour by adding elements of storytelling that demand realism, conciseness, reversal, humour and personal relevance. Yet, despite recent advances, there is limited research on long-format storytelling beyond 60 s. This study aims at investigating factors that can influence the retention ability of brands in commercials above 60 s. The outcome is significant from a practical perspective as it endeavours to assist brand and media practitioners in leveraging the factors that truly matter for enhancing the efficacy of long-duration storytelling above 60 s.
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Dovzhik, G. V., V. N. Dovzhik, and S. A. Musatova. "Theoretical and methodological aspects of personal brand formation in the digital environment." Digital Sociology 4, no. 2 (August 4, 2021): 44–54. http://dx.doi.org/10.26425/2658-347x-2021-4-2-44-54.
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The article considers the theoretical and methodological aspects of the formation of a personal brand, describes modern approaches to the interpretation of the concepts of brand and personality brand. The main structural elements of a personal brand are analysed, its socio-psychological essence is determined. The emphasis is made on the practical significance of the formation of a personal brand, the components, properties and areas of application of a personal brand are considered.The models of personality brand formation in both offline and online environment are described in accordance with the structural and substantive transformations currently taking place in the information sphere and the factors that influence the effectiveness of communication through a personal brand. These are, first of all, such factors as the widespread of artificial intelligence technologies into everyday life, tools for logical data integration, a significant increase in the number of Internet users. All of the above factors largely determine the nature and degree of social influence of influencers on the behavior of individuals in society.In addition, much attention is paid to the analysis of existing models of personal brand formation, which form the theoretical and methodological basis of a personal brand. If we consider a brand as a tool that stimulates the consumer to a certain action, then in the case of a product brand, such an action will be the fact of buying a product or service directly. If we are talking about a personal brand, then the frequency of consumption of content created by a particular media personality will act as an action. In turn, it is possible to increase the frequency of content consumption by choosing the optimal model of brand communication with consumers. That is why it is especially relevant to study the theoretical and methodological aspects of the formation of a personal brand through online tools in the process of creating a personal brand.
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Sidor‑Rządkowska, Małgorzata. "Personal Branding as Human Capital Management Challenge for Contemporary Organizations." Kwartalnik Ekonomistów i Menedżerów 40, no. 2 (April 1, 2016): 13–27. http://dx.doi.org/10.5604/01.3001.0009.4605.
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The article presents analysis of the concept of personal branding as well as the outcomes connected with the deliberate building of own brand by employees for the management of human capital in the contemporary organizations. The author considers the growth in the interest in the area of personal branding as well as the principles of creating and reconstructing personal brand. Particular attention has been paid to the problem of broadening activities related to employer branding and different approach to building career paths of employees and the change of talent management programmes.
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Sharif, Aruba, Tahir Mumtaz Awan, and Osman Sadiq Paracha. "The fake news effect: what does it mean for consumer behavioral intentions towards brands?" Journal of Information, Communication and Ethics in Society 20, no. 2 (December 27, 2021): 291–307. http://dx.doi.org/10.1108/jices-05-2021-0044.
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Purpose This study aims to understand how fake news can cause an impact on consumer behavioral intentions in today’s era when fake news is prevalent and common. Brands have not only faced reputational losses but also got a dip in their share prices and sales, which affected their financial standing. Hence, it is significant for brands to understand the impact of fake news on behavioral intentions and to strategize to manage the impact. Design/methodology/approach This study uses several branding and marketing concepts such as brand experience, brand trust, brand credibility, consumer behavioral intentions along with variables suggested by Elaboration Likelihood Model and Heuristic Systematic Model such as personal relevance/involvement. For fake news, news truthfulness, news credibility and source credibility are used. Findings The results of this study shows that positive brand experience, brand trust, brand credibility help in creating positive behavioral intentions for brands. This study shows that brands focusing on providing positive brand experience have a stronger brand trust and credibility and are affected less by fake news than those brands which do not emphasize on these factors. Practical implications This paper can assist brand managers in understanding the impact fake news can have on behavioral intentions of consumers. The managers can strategize such that the fake news affects their brands the least. Originality/value The authors in this paper attempt to fill in the gap in literature, which is to study how the fake news impacts the brands considering the credibility, trust and experience they establish with their customers. The existing literature discusses the generation and dissemination of fake news on social media and its impact on political scenarios and personalities. Also, studies explain the impact of fake news on the financial position of brands, but marketing facets are not tested empirically.
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Kolesnikova, Svetlana S., and Marina A. Vasilenko. "ABOUT THE IMPORTANCE OF BRAND AND IMAGE IN THE MARKETING OF A MEDICAL ORGANIZATION." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 1, no. 11 (2021): 97–101. http://dx.doi.org/10.36871/ek.up.p.r.2021.11.01.013.
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The brand of the doctor and the image of the medical organization are consistently consid-ered and their mutual influence on each other in marketing and in the process of providing medical services to patients is justified. It explains the emergence of a personal brand; the need for a doctor to be visible in the media space; the components of a doctor's personal brand; tools for its development and promotion. To de-termine the image strategy, the subjects, objects and goals of the image are analyzed. To determine the tactics, marketing actions are developed according to the program for creating a positive image of a medical organization.
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Jakubik, Mateusz. "DATA PROTECTION LAW – PRIVATE OR PUBLIC LAW." Roczniki Administracji i Prawa 4, no. XX (December 30, 2020): 103–14. http://dx.doi.org/10.5604/01.3001.0014.8423.
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The following article raises the issue of assigning personal data protection to either private law or public law. Presented points do not clearly determine where personal data protection law may fall into due to its wide scope of validity. It could be defined as a hybrid of both laws creating a brand new area of law.
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Kucharska, Wioleta, Ilenia Confente, and Federico Brunetti. "The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football." Journal of Product & Brand Management 29, no. 6 (August 12, 2020): 815–30. http://dx.doi.org/10.1108/jpbm-02-2019-2241.
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Purpose In the current era of fake news, illusions, manipulations and other artificial attributes of virtuality and reality, authenticity is a virtue that people highly appreciate. This study aims to examine the influence of the personal brand authenticity of top football players on loyalty to the football discipline in general, via the mediation of personal brand identification. Design/methodology/approach Based on data collected from a convenience sample of 562 respondents from Poland via an electronic survey and analyzed using the structural equation modeling method, this study explored, first, the influence of top football players’ personal brand authenticity on consumers’ identification with these football players, and second, how this identification may lead to enhancing loyalty to the football discipline. Finally, it verified how the loyalty effect (attitudinal and behavioral) varies across different categories of spectators. Findings Personal brand identification with authentic football stars is a focal factor enabling the creation of loyalty (attitudinal and behavioral) to the whole discipline. Consumers’ perceptions of the authenticity of the personal brands of football players play a role in increasing identification with these personal brands. This identification is essential in achieving loyalty to football as a sports discipline via football celebrities. Practical implications Football players perceived as authentic are evaluated more positively, leading to consumer identification with these players, which, in turn, increases consumers’ loyalty to football. Thus, the presence of authentic, skilled players is important for football, but the actual loyalty effect from authenticity can be achieved only by identification. Therefore, football requires exceptional, strong stars who reflect a set of desired personal values. Further research is needed to identify the desired set of values that leads to identification with football stars. Originality/value This study presents evidence that the personal brand authenticity of a football star is a driver of loyalty towards football discipline in general if the spectators’ identification with this superstar occurs. Moreover, this study proves that loyalty to football driven by the personal brand authenticity of football stars differs between spectators’ categories.
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Hammedi, Wafa, Jay Kandampully, Ting Ting (Christina) Zhang, and Lucille Bouquiaux. "Online customer engagement." Journal of Service Management 26, no. 5 (October 19, 2015): 777–806. http://dx.doi.org/10.1108/josm-11-2014-0295.
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Purpose – The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create social environments by investigating the drivers of connections to a focal online brand community and other brand communities. The purpose of this paper is to investigate the composition of multi-community networks, focussing on the density and centrality of brand communities. Design/methodology/approach – On the basis of insights from prior literature, the proposed model examines customers’ social relationships with multiple brand communities. A survey of 290 participants spans eight brand communities. The modeling process used structural equation modeling; the analysis of the social relationship among brand communities relied on an ego network approach. Findings – Two drivers prompt connections to other online brand communities. First, personal identification with a core brand community enhances connections to other communities. Second, some core brand members choose a functionality-driven approach in creating social environments. Practical implications – For marketers, this study highlights the importance of positioning the brand community as part of a social environment. To strengthen customer-brand relationships, marketers should focus on community members’ multiple memberships. Originality/value – This paper extends understanding of online brand community members’ motivations to participate in a focal brand community. It also explains the creation of a social environment, through a careful consideration of participation in different brand communities and their relationships.
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Rashid, Sabrina, and Kamal Ghose. "Organisational culture and the creation of brand identity: retail food branding in new markets." Marketing Intelligence & Planning 33, no. 1 (February 2, 2015): 2–19. http://dx.doi.org/10.1108/mip-10-2013-003.
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Purpose – The purpose of this paper is to explore the relationship between organizational culture and brand identity in the retail food and beverage industry and also to explore how independent retail coffee shops and cafes build their brands. The evolution of coffee drinking in many new markets is following a pattern similar to the one witnessed in New Zealand. Design/methodology/approach – A qualitative approach using semi-structured interviews, field notes, photographs and empirical material was carried out with 15 independent coffee shops and nine franchise coffee shops in Christchurch, New Zealand. In total five different approaches were adopted to provide diverse observations to compliment every angle of the research setting by using triangulation. Findings – The findings from this research reveal that an appropriate brand name helps to ease the process of brand identity creation. The personality of the market leader strongly influences organizational culture, and a constant flow of updated business intelligence plays an important role in creating a distinctive brand identity. Internal marketing and personal values are key to constructing internal culture while the acculturation process plays an important role in developing internal culture and building brand identity. Research limitations/implications – Difficulty in getting participants was a major limitation because many employees/owners declined to take part in the research due to the nature of their work which required full attention to serve customers when the outlet is operating. Originality/value – In previous years, research has focused on interaction between the organization and their customers (Hoeffler, 2003). This study extends previous research by investigating the internal culture of the organization and its relation to brand identity building within the organization.
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Üçok Hughes, Mine, Wendy K. Bendoni, and Ekin Pehlivan. "Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers." Journal of Product & Brand Management 25, no. 4 (July 18, 2016): 357–64. http://dx.doi.org/10.1108/jpbm-09-2015-0970.
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Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment. Practical implications This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation. Originality/value To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.
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Zulfikar, Taufik, Adhi Al Hadi Haqq, and Didin Saepudin. "Social Media and Non-Personal Communication for Increasing Brand Equity and Their Implications towards Customer Value." Randwick International of Social Science Journal 3, no. 1 (January 28, 2022): 142–52. http://dx.doi.org/10.47175/rissj.v3i1.384.
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Identifying, creating and delivering customer value will gain a competitive advantage. Providing benefits and reducing costs/costs is an effort to increase value. Reducing the sacrifice the company can do marketing through social media and non-personnel communication because this can increase brand equity in customers. This study aims to analyze and prove the effect of social media and non-personnel communication on brand equity which has an impact on customer value. The research method used a survey to 200 smartphone customers in Bandung where respondents were given 29 closed questions with ordinal 1 to 5. The analytical tool used was path analysis. The results show that the respondent's perception of the customer value variable is in the fairly good to good category. The results also show that there is an influence of social media and non-personnel communication on brand equity either partially or simultaneously, the results also show that there is an influence of brand equity on customer value, there is an influence of social media and non-personnel communication on customer value partially
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Chen, Jui-Lung, and Yu-Chia Chen. "Response Strategies of the Creative Market Industry in the Post-Epidemic Era in Taiwan-Taking ISHANDS International Creative Market as an Example." International Journal of Business and Management 16, no. 9 (August 25, 2021): 144. http://dx.doi.org/10.5539/ijbm.v16n9p144.
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The creative market is mainly composed of small and medium-sized and micro-sized enterprises. It focuses on personal creation, as well as face-to-face sales with customers in the market. Affected by COVID-19, customers no longer go out, and markets are canceled due to crowds, which affect the business of market curators, as well as cultural and creative brands. While the epidemic is still raging, how to respond and transform has become the key to survival. This research mainly focuses on comparing and analyzing the situation in 2019 and 2020 of “ISHANDS International Creative Market”, which is a creative market regularly held, as well as seven cultural and creative brands participating in this creative market in Taiwan. Through on-site observation and in-depth interviews, it interviews with curators of the creative market and operators of market brands, analyzes the creation and development process and planning of the “ISHANDS International Creative Market”, as well as key factors for cultural and creative brands to participate in creative markets, brand entrepreneurship and development, and difficulties they face at present. It sorts out the business interactions between the creative market and cultural and creative brands through case studies, summarizes them, and analyzes various interactions with business models, so as to understand the current situation of the creative market facing COVID-19 and possible future development in response. This research finds that: (1) the success of the creative market lies in brand differentiation and persistence; (2) the brand image building of the creative market and cultural and creative brands are key factors for each other; (3) the problems faced by the creative market under the influence of COVID-19; (4) it should accelerate the marketing and application of technologies in response to COVID-19; (5) it needs to master key resources in response to the post-epidemic era; (6) it explores the future development trend of Taiwan’s creative market industry.
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Kumar, Prarthana. "Multisensory Marketing: Creating New Sustainability Perspective in Hospitality Sector." Atna - Journal of Tourism Studies 8, no. 1 (January 1, 2013): 43–55. http://dx.doi.org/10.12727/ajts.9.4.
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Synchronic studies in marketing propose that sensory stimulus, like colour, lighting effects, backdrop music, ambient scents or upholstery‘s texture, affect consumers‘ evaluation of the milieu, the wares presented, and affect consumer behavior (e.g., approximate amount spent, time spent at a store). A Customer is frequently attracted towards a brand based on its sensory experience. In toto, the unexpurgated world is experienced through multiple senses. (Lindstrom & Kotler, 2005). Ingenious brands are discovering means to captivate the entire consumer senses to fortify their brand experience, by amalgamating every sense into the marketing strategy, this approach is called Sensory Marketing. Sensory branding is based on the idea that we are most likely to form, retain and revisit memory when all five senses are engaged. Many companies are discovering that when they engage consumers with multiple sensory touch points—not just the traditional sensory channels of sight or hearing—they can enhance customers‘ emotional connection with their products and brands. The multisensory strategies seek to go beyond delivering functionality and value to evoking significant personal identification with products. It aims to fill in the lacuna of the conventional marketing. Technology is one of the main factors driving Sensory marketing to success. Sensory Marketing has made its mark in multiple fields like Automobiles, Airlines, Hospitality, Casinos, Retail stores, Textile, Leather production, Skin Care and Cosmetics at multiple levels. The following are a few examples for multisensory applications: 74% of Europeans and 46% of American recognize the Nokia ringtone (Lindstrom, 2005); Ford has a specific branded aroma since 2000. 27% of US consumers and 37% of Europeans consider ford has a distinct smell. (Lindstrom, 2005); United Airlines has adapted a famous composition, George Gershwin‘s Rhapsody in Blue, and personalized it; Restaurants play slower music as it creates extended dining hours, increasing 29% of average bill according to an experiment; Heinz launched EZ Squirt Blastin‘, Green Ketchup in 2001. They sold over 10 million bottles in the first 7 months. That is the highest sales peak in the history of Heinz, all because of a simple color adjustment. This paper deals with use of sensory marketing in technology and the use of technology to make Sensory Marketing successful.
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Labrecque, Lauren I., Ereni Markos, Mujde Yuksel, and Tracy A. Khan. "Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts." Journal of Interactive Marketing 57, no. 1 (February 2022): 115–40. http://dx.doi.org/10.1177/10949968221075820.
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Social media allows brands a place to reinforce their identities and build positive interactions with their customers. Despite all the benefits social media offers to brands, it is also is a place where consumers can post negative comments (unintended consequence #1) with the intention to cause harm (value-destruction). But could these value destruction attempts backfire, resulting in value-creation for the brand (unintended consequence #2)? Study 1 (qualitative online content analysis) uses 237 real consumer comments on brand posts to explore the initial unintended consequence—the phenomenon of consumers posting negative comments on innocuous brand posts and identifies four categorizations based on two distinct comment types (personal vs. brand) and tones (lecturing vs. mocking). Building on Study 1, Study 2a investigates how observing consumers view the four different comment categorizations identified in Study 1 and explores whether they vary in terms of their justification (i.e., justified vs. not). Study 2b identifies which categorizations impact observing consumers’ perceptions of a comment as “complaining” or “trolling”. Lastly, Study 3 utilizes an experiment to test unintended consequence #2—we find that “trolling” negative comments on innocuous brand posts can increase observing consumers’ likelihood to engage with the brand.
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Kucharska, Wioleta, and Piotr Mikołajczak. "Personal branding of artists and art-designers: necessity or desire?" Journal of Product & Brand Management 27, no. 3 (May 14, 2018): 249–61. http://dx.doi.org/10.1108/jpbm-01-2017-1391.
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Purpose Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction identities. The concept of personal brand and branding seems quite irrelevant, especially in reference to their own selves. People usually associate branding with marketing, which in our minds is usually the same as “pushy” and aggressive sales practices. Their find problematic to promote themselves. The purpose of this paper is to highlight that, based on existing theories, artistic identity creation in connection with the skill of personal branding is crucial for personal success in the profession of today’s young artists and art designers. Design/methodology/approach The study was conducted based on the data originally collected among artists, designers, architecture professionals and students. The data have been analyzed with the equal structural equation modeling method. Findings This paper presents empirical evidence that if artists view themselves as personal brands, it affects their personal performance in a positive way. Practical implications Authors claim that a teaching curriculum for young adult artists should include a personal branding program, to help them find and support their artistic identity and express their personal values and self-brand distinction, and leverage them to build their professional career. Originality/value This is one of the first studies to quantify the self-brand performance of young art designers as a benefit of being self-brand oriented.
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Jiang, Huanshu, Jie Yao, Peiyao Cheng, and Shumeng Hou. "Nostalgia-Driven Design and Digitalization of Brand Spokes-Characters for Generation Z." E3S Web of Conferences 236 (2021): 05063. http://dx.doi.org/10.1051/e3sconf/202123605063.
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Generation Z, as the first generation growing up in the environment of globalization, has emerged as a new important consumer group worldwide. Compared with other generations, members of Generation Z possess some notable characteristics such as lower brand loyalty and less interest in mainstream products. Meanwhile, they also display a strong tendency to nostalgia, which has been a widelyused theme in marketing and proved to enhance consumers' brand attitudes and purchasing intentions. Based on the unique preferences and needs of Generation Z, this study explored the innovative strategy of nostalgia-driven design of brand spokes-characters and related digitalization, which are popular design elements in brand promotion and advertising. Through a multi-method qualitative approach (including user interviews, creative exercises, and content analysis), it provided important consumer insights into the attitudes of Generation Z on brand spokes-characters that can trigger nostalgia, as well as their preferences for design strategies focusing on two types of nostalgia, i.e., personal nostalgia and historical nostalgia. Given the special preference of Generation Z for story-based brand spokes-characters, this study also emphasized the value of advanced digital media technology for creating truly nostalgic story scenes that could continue to impress consumers. Such findings have formed an important basis for ongoing quantitative studies that further examine the effectiveness of nostalgia-driven design for Generation Z.
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Panjaitan, Fathur Rahman, and Muhammad Said Harahap. "Community opinion on the personal brand of Bobby Nasution to Prospective Medan Mayor in 2020." COMMICAST 2, no. 1 (February 2, 2021): 76. http://dx.doi.org/10.12928/commicast.v2i1.3152.
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The current phenomenon in the world of politics is flooded with families of politicians who run for politics. Where the next cabinet will be dominated by young people. On the other hand, a young politician, although included in the scope of a political dynasty, shows that young people are not politically apathetic. And to continue to exist in the world of politics, personal branding is needed where every candidate for politicians must build a name or reputation which means creating a "brand" or public perception of them. Bobby Nasution as one of the candidates for the mayor of Medan 2020 tries to create positive personal branding among the people of Medan. This study aims to determine how the public opinion on the personal brand of the 2020 Medan Mayor Candidates. This type of research uses quantitative descriptive research. The population in this study were the people of Tanjung Selamat Subdistrict, Medan Tuntung District, with 100 people as the sample in the study. Data collection techniques in this study were observations and questionnaires (questionnaires). Data analysis in this research is a single table analysis. This research was conducted in the environment III Tanjung Selamat, Medan Tuntung District. When this research was conducted in July 2020. The results of the study, namely personal branding, aim to obtain perceptions that give rise to a positive reputation for the individual. But in fact, the personal brand Bobby Nasution tends to be less than optimal in the Tanjung Selamat Community. This research concludes that Bobby Nasution's brand as a candidate for Mayor of Medan in 2020 raises public opinion and raises the pros and cons of society.
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Grzesiak, Mateusz. "Using Youtube Channel for Personal Brand Creation - Results of Research." Marketing i Zarządzanie 47 (2017): 333–41. http://dx.doi.org/10.18276/miz.2017.47-31.
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Hofman-Kohlmeyer, Magdalena. "BRAND IN NEW MEDIA. USERS’ MOTIVATIONS FOR CONTENT CREATION AND CONTENT SHARING." Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie 21, no. 3 (September 30, 2020): 225–41. http://dx.doi.org/10.5604/01.3001.0014.4520.
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Prevalence of digital technologies and the availability of various tools caused that a growing number of users engage in creating their own content (user-generated content) and share this content with others. The content takes the form of text, image, sound as well as video files. Present paper try to answer the question why users engage in generating brand-related content. The author applied a review of available literature, primarily foreign scientific articles. Conducted research suggest that users generate branded content in order to share their brand experiences (brand product or service) with other consumers, act for altruistic reasons and want to help others. They are often guided by social benefits (willingness to meet someone with similar tastes, belonging to specific communities). In addition, they need to get a feedback from other users or obtain “likes” to the added content, build and present their personal identity. Occasionally, users are motivated by desire to influence the company, because the feel social pressure and add brand-related content as entertainment in itself.
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Gasanov, Bogdan V. "Accentuation of family image as image intensification components in political discourse." Current Issues in Philology and Pedagogical Linguistics, no. 4(2020) (December 25, 2020): 12–21. http://dx.doi.org/10.29025/2079-6021-2020-4-12-21.
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This article focuses on the trends implying the creation and presentation of the image of a politician and his family in the media political discourse, as well as on their impact on shaping and maintaining an image status within predictive strategies of real action. The author defines the concept of the “personal brand” and offers an analysis of the degree of its dependence on the means of media presentation and self-presentation, as well as forecasting public authority. The goals of creating and promoting the politician’s image components, and its criteria in view of self-presentation are also identified here. Special attention is paid to the latest trends in the image representation related to Donald Trump and his family in public speeches in the media space. To this end, there has been an analysis carried out aimed at studying American Internet items about each of the family members of the US 45th President, which allows giving a clear idea of the development of a specific family image in the image of a political figure in the media, analyzing them, in order to intensify or compromise each of them, and describing the means by which the paradoxical effect of weakening the public authority in media discourse is achieved. The main method to discover the features of the family image influence degree on politician’s personal brand is discourse-analysis supplied with some techniques of linguocultural and social pragmatic linguistic modelling of communicative interaction. There is an identification of the degree to which the mass media influence the political image, and through it – the promotion of the politician’s personal brand and public authority. Based on the study outcomes, the author concludes that a politician’s image components depend on the degree of family relations accentuation within the concept-value space of the politician viewed as an individual, which is determined by the frequency and adequacy of media discursive means of intensification, whereas the personal brand, in turn, has a dominant impact on the politician’s public policies and credibility, as well as on his family image in the media. Given this dichotomous mutual effect, a positive or negative self-presentation of a political figure is performed.
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Yunyk, Ivan. "CORRELATIONAL INTERDEPENDENCE OFUNIVERSITY BRAND AND PROFESSOR’S BRAND." Transactions of Kremenchuk Mykhailo Ostrohradskyi National University, no. 4(129) (August 23, 2021): 55–60. http://dx.doi.org/10.30929/1995-0519.2021.4.55-60.
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Purpose. Of the article is to highlight the correlational interdependence of the concepts "university brand" and "professor’s brand". Methodology. In course of research the following methods were used: analysis and synthesis, in- duction and deduction, extrapolation and modeling of the initial provisions of psychological and pedagogical science. Results. The field of higher education in Ukraine is dominated by the Eastern (Asian) approach to branding, which is characterized by the creation and promotion of the corporate brand of higher education as a direct guarantee of success of professor’s brands as its subbrands. In turn, the success of branding initiatives by professors of universities act solely as a direct result of branding of the whole institution, which leads to total disregard of the need to form own brands by them. The professor's brand constantly interacts with the university brand and is in a state of direct dependence on it. The nature of this dependence is determined by the architecture of university's brand portfolio and the role assigned to the professor's brand in this portfolio. The effectiveness of the interaction of professor's brand with university brand increases under the condition of dominance between them of mutually supportive (synergistic) or at least unilaterally predominant interaction. Manifestations of mutually oppressive, unilaterally oppressive and/or oppressive-predominant interaction of brands of university and professor indicate their strategic incompatibility as self-organized systems and have a destructive effect on the quality of training applicants for higher education. The model of oppressive-predomi- nant interaction of the professor's brand with the brand of university can be consciously used by one of them only for the purpose of temporary situational support of the "brand-confederate" in the absence of excessive resource, image and/or reputational losses for the "initiator brand". Ignoring the need for brand formation by university actualizes for it the risks of losing professors interested in personal branding and, consequently, actualizes the problem of deficit of highly qualified personnel. The mutually supportive interaction of the professor's brand with the university brand cre- ates a synergy effect, ensuring their competitiveness in relation to the brand proposals of the world's leading higher ed- ucation institutions, which intend to enter the Ukrainian market of educational services in the near future. The original- ity of the author's research is based on its interdisciplinary nature: the initial provisions of marketing, management, psy- chology, sociology and a number of other fields of knowledge are extrapolated to the theory and methods of professio n- al education in the article. Practical value. The obtained results should be used in the process of brand formation by professors and university administration.
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Centeno, Edgar, Jesus Cambra-Fierro, Rosario Vazquez-Carrasco, Susan J. Hart, and Keith Dinnie. "The interplay between SME owner-managers and the brand-as-a-person." Journal of Product & Brand Management 28, no. 4 (July 15, 2019): 555–72. http://dx.doi.org/10.1108/jpbm-10-2017-1645.
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PurposeThe purpose of this paper is to investigate the largely unexplored conceptualisation of the brand-as-a-person metaphor in small-to-medium-sized enterprises (SMEs) by examining its potential relation with the SME owner-manager, the pathways to its creation and development and the intuitive nature of this relationship.Design/methodology/approachA grounded theory approach was used, and data were collected through a set of 36 semi-structured interviews with 30 SME owner-managers in various sectors in Mexico.FindingsThe results indicate that SME owner-managers intuitively humanise their brands. The study revealed four pathways to develop the brand-as-a-person metaphor in the SME context: through personality traits, tastes and preferences, abilities and knowledge and values, all suggesting that SMEs’ brand-as-a-person metaphors are largely an extension of their owner-managers.Research limitations/implicationsThe paper presents a theoretical framework that illustrates the four pathways to the creation and development of brand-as-a-person that are derived from the brand’s relationship with the SME owner-manager. The results of cross-industry semi-structured interviews are limited to a single culture context.Practical implicationsSME owner-managers should first undertake an introspective personal assessment of their intuitive and conscious decision-making, as SME owner-managers often make decisions in an intuitive way. The results suggest that they should act in a more conscious, responsible and rational way when formulating their brand strategies.Originality/valueThis is the first study to clarify the profound influence of SME owner-managers’ personal characteristics, including personality traits, tastes and preferences, abilities and knowledge and values, on the brand-as-a-person metaphor. This study also confirms the intuitive learning strategy formulation of SME owner-managers’ branding practices and SMEs’ need for a more rational approach to branding.
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Prabhakar, Shekar, and Madhavi Lokhande. "Fastrack: pushing the boundaries of brand extension." Emerald Emerging Markets Case Studies 5, no. 1 (March 3, 2015): 1–11. http://dx.doi.org/10.1108/eemcs-11-2014-0280.
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Subject area Marketing. Study level/applicability MBA students. Case overview Titan Industries Limited is the world's fifth-largest wristwatch manufacturer and India's leading producer of watches under the Titan, Fastrack, Sonata, Nebula, Raga, Regalia, Octane and Xylys brand names. When a joint venture with Timex came to an end, Titan found themselves without a range of watches for the youth, a growing segment with significant disposable incomes. To serve that segment, they launched a range of “cool” casual watches under the Fastrack from Titan sub-brand in 1998. Sunglasses were also launched but under the Accessories division of the company. In 2003, a decision was taken to combine the watches and sunglasses and spin it off under a new group called “Fastrack and New Brands”. Post this spin-off, Fastrack was launched as a standalone brand with the vision of becoming the most iconic and exciting fashion brand for youth. The overarching strategy was to bring affordable fashion to the youth and bridging the gap between the unorganized market and international brands. The product strategy was to extend the brand rapidly into other accessories such as belts, wallets, bags and wristbands. The brand personality was to be irreverent and comfortable with impropriety. Their communications reflected the brand attitude with edgy advertising. The distribution model adopted was to have their own branded stores. The brand grew from a mere INR30 crores in 2003 to INR770 crores in 2013. As the brand grew largely from moving into adjacent product categories, Fastrack managers were always looking for the next product category to enter and dominate. In 2013-2014, the product category seriously being looked at was two-wheeler helmets – a category dominated largely by the unorganized sector with low quality. The challenge was to take a product category that existed mainly due to safety regulations and turn it into a personal, fashion accessory. Was it a large enough market to penetrate and dominate? Would they be able to change consumer perception of helmets being a necessary evil to being a fashion accessory proudly displayed? Can they change consumer purchase behavior to go shopping for helmets instead ofjust buying the cheapest, comfortable helmet? Would the brand extension into helmets strengthen or dilute brand equity? These were the questions that faced Ronnie Talati, the Chief Marketing Officer. Expected learning outcomes Understand how to go about creating a brand strategy when re-launching it as a standalone brand without the support of the corporate umbrella brand; analyze different product markets to enter and how to arrive at a go/no-go decision; comprehend the challenges of extending the brand into different and sometimes unrelated product categories. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email: support@emeraldinsight.com to request teaching notes.
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Paden, Nita, M. David Albritton, Jennie Mitchell, and Douglas Staples. "The March of Dimes: branding in the not-for-profit sector." CASE Journal 13, no. 3 (May 2, 2017): 377–413. http://dx.doi.org/10.1108/tcj-10-2015-0063.
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Synopsis This case involves the March of Dimes (MOD) Foundation, the “leading nonprofit organization for pregnancy and baby health.” MOD’s mission was to support medical research, organize volunteer workers, and provide community services and education to save babies’ lives (www.marchofdimes.org). The strategic issue in the case involves creating awareness of both the mission and services of MOD and the critical issue driving that mission – premature births. The organization must create a desire for various target markets to take action in response to the problem. The main protagonist is Doug Staples, Senior Vice President for Marketing and Communications. Research methodology Data were collected via personal interviews with the primary protagonists, Doug Staples, and Mike Swenson of the Barkley agency. The MOD provided quantitative Gallup studies they commissioned, as well as documents unveiling the roll-out in the San Jose, CA region. The Barkley Agency provided qualitative data from a study which consisted of eight focus groups conducted in two markets and ten personal interviews. Secondary research was used to provide a support for industry and market data, to supplement organizational facts provided by the MOD, and to identify and link marketing theory to the situations provided in the case. The organization, facts and characters in this case were not disguised. MOD was consulted throughout the case development process. Relevant courses and levels This case study is recommended for marketing courses at the undergraduate level. It is most appropriate for marketing management, introductory marketing, or marketing strategy classes. Additionally, this case is a good fit for courses focused upon not-for-profit marketing issues. Theoretical bases The strongest opportunities to apply theory using this case relate to branding (see De Chernatony and Dall’Olmo Riley, 1998 for a content analysis of the brand literature). These theories include brand image and personality (Aaker, 1997; Belk, 1998; Grohmann, 2009), brand awareness (Aaker, 2002), brand involvement and customer loyalty (Brakus et al., 2009), brand engagement (Sprott et al., 2009), brand relationships (Breivik and Thorbjornsen, 2008), and brand equity (Aaker, 2002, 2008). Specifically, question 2 addresses brand personality, and questions 3 and 4 explore relationships with the brand such as the emotional power of the brand and brand association. Question 6 focuses on positioning strategy.
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Kemp, Elyria, McDowell Porter III, Nwamaka A. Anaza, and Dong-Jun Min. "The impact of storytelling in creating firm and customer connections in online environments." Journal of Research in Interactive Marketing 15, no. 1 (February 11, 2021): 104–24. http://dx.doi.org/10.1108/jrim-06-2020-0136.
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Purpose Organizations can benefit significantly from the growing capabilities of the internet. As the Web facilitates purchasing and reduces the costs of marketing, companies can connect with customers through the use of storytelling. This study aims to examine how small businesses leverage the use of storytelling to engage with customers and drive revenue and online reputation management. Design/methodology/approach Both qualitative and quantitative insights are offered in two studies. In Study 1, interviews were conducted with business owners to explore the efforts made by their companies to connect and engage with consumers online. Study 2 builds on the findings from Study 1 and uses survey methodology to test a model which outlines how storytelling can foster engagement with customers. Findings Results indicate that story content is positively related to emotional content and the personal connection an individual feels toward a firm’s products. Furthermore, user-generated content moderates the relationship between story content creation and personal connections. Findings also demonstrate that personal connection is essential to customer engagement. Ultimately, engagement can lead to revenue generation from social commerce as well as increased reputation management activity. Originality/value This research demonstrates how small businesses can use the power of storytelling to immerse and transport audiences in such a way that customer beliefs and attitudes toward the firm are impacted in a favorable way. By telling its brand story well, firms have the power to increase the value of their products.
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Кошлякова and Mariya Koshlyakova. "Visualization of symbols in branding communication." Modern Communication Studies 2, no. 2 (April 15, 2013): 55–58. http://dx.doi.org/10.12737/379.
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The article is devoted to the problem of creating effective branding message. The method of visualization suggested by us is based on the assumption that a human mind using some complicated signs created on one sensor modality will generate new analogue signs of another physical nature of expression plan. Visual instinctive images accumulate personal and collective cultural stereotypes which help revealing some key content meanings and create verbal signs with a more precise expression plan
corresponding with the characteristics of the target brand audience.
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Бурлаченко, Лариса Сергеевна. "THE CONSTRUCTION OF A PERSONAL BRAND AS PART OF PROFESSIONAL IDENTITY FASHION- AND BEAUTY BLOGGERS." Вестник Тверского государственного университета. Серия: Педагогика и психология, no. 1(50) (March 24, 2020): 22–28. http://dx.doi.org/10.26456/vtpsyped/2020.1.022.
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Рассматриваются понятия личного бренда, профессиональной идентичности, самоконструирования и трансляции образа себя в социальной сети. Проведён сравнительный анализ самопрезентации и построения блогерами личного бренда за рубежом и в России. Использован метод контент-анализа самопрезентации личного бренда бьюти- и фэшн-блогеров социальной сети Instagrаm, методологическая основа теории интеракционизма И. Гоффмана [2]. Было выявлено: для конструирования и укрепления образа «я» в представление «других» блогеры используют визуальные средства (фото/видео), а для расширения социальных взаимодействий блогеры используют технические возможности: Instagram-хэштеги, отметки пользователей и брендов. Исследование направлено на изучение личного бренда, профессиональной идентичности блогеров как новой профессиональной группы современного общества, а также позволяет сравнить способы самопрезентации личных брендов зарубежных и российских блогеров. The article discusses the concepts of personal brand, professional identity, self-construction and translation of self-image in a social network. The aim of the study is a comparative analysis of self-presentation and the creation by bloggers of a personal brand abroad and in Russia. The method of content analysis of self-presentation of the personal brand of beauty and fashion bloggers of the social network Instagram was used, the methodological basis of I. Hoffman's theory of interactionism [2]. As a result, it was revealed that bloggers use visual means (photos / videos) to design and strengthen the image of «I» in the representation of «others», and to expand social interactions, they use the technical capabilities of Instagram - hashtags, user and brand marks. This study fills the gaps in the study of personal brand, professional identity of bloggers as a new professional group of modern society, and also allows to compare the ways of personal presentation of personal brand of foreign and Russian bloggers.
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Khrulyov, Aleksey, and Alina Khrulyova. "Professional branding of a university lecturer." SHS Web of Conferences 87 (2020): 00012. http://dx.doi.org/10.1051/shsconf/20208700012.
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The paper is devoted to the conditions for the status raising of a modern lecturer through professional branding. The article substantiates the importance of the lecturer’s brand for his successful professional activity. The author examines new opportunities for a lecturer-scientist, that the creation of his own brand open up. The stages of development of the lecturer’s personal brand are determined.
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Anggarini, Desy Tri. "Faktor–Faktor yang Mempengaruhi Personal Branding dalam Membangun Citra dan Popularitas dalam Media Sosial." Business Innovation and Entrepreneurship Journal 3, no. 4 (December 20, 2021): 259–68. http://dx.doi.org/10.35899/biej.v3i4.341.
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Abstrak- Personal brand is a collective representation of how a person is perceived by the public, in social media. Personal branding is promoting the strengths and uniqueness of individuals for a target audience. Personal branding has become an effective way of communication between a person and their respective publics, distinguishing them from their competitors based on their uniqueness and distinct values. The purpose of this research is a personal branding concept to become an attribute to be more professional, be able to create, promote, and develop themselves through social media. Personal branding a very easy and practical way through social media can help, open doors for personal branding and can easily find out, and get success and new career opportunities, partnerships and audiences for their work. The result of the research is that social media plays a very important role of creation of a personal brand. The better access online tools like Facebook, LinkedIn, Twitter and Pinterest and more. All media online profiles including your username, password and/or when you started recording. Pay attention to the types of posts you share through these profiles, for example on LinkedIn, share information about portfolio experts, who your people meet with each profile. on Facebook, friends, family and partners. Create content on your profile with the administration of the interpersonal organization you use. This research method is a qualitative research with a descriptive approach, because considering that personal branding research through social media is an application carried out by someone personally. The implications of the research are getting easier to get a better job, easy to get relevant company contacts and clients, industry recognition, also getting more opportunities and creating better growth of work.
Abstrak– Personal brand adalah representasi kolektif tentang bagaimana seseorang dirasakan oleh publik, dalam media sosial. Personal brand adalah mempromosikan kekuatan dan keunikan individu untuk suatu target audiens. Personal branding telah menjadi cara komunikasi yang efektif antara seseorang dan publiknya masing-masing, membedakan mereka dari pesaing mereka berdasarkan keunikan dan nilai-nilai yang berbeda. Tujuan dari penelitian ini adalah suatu konsep personal branding menjadi atribut untuk lebih profesional, sehingga mampu membuat, mempromosikan, dan mengembangkan diri melalui media sosial. Personal branding suatu cara yang sangat mudah dan praktis melalui media sosial dapat membantu, membuka pintu untuk personal branding serta dapat dengan mudah mengetahui, dan memperoleh kesuksesan serta peluang karir baru, kemitraan dan audiens untuk pekerjaan mereka. Hasil dari penelitian adalah media sosial memainkan peran yang sangat penting dalam penciptaan merek pribadi. Akses yang baik dengan bantuan alat online seperti Facebook, LinkedIn, Twitter dan Pinterest dan lainnya. Semua profil media online termasuk nama pengguna, kata sandi, dan/atau kapan Anda memulai rekaman. Memperhatikan jenis pos yang Anda bagikan melalui ini profil, misalnya di LinkedIn, berbagi informasi tentang pakar portofolio, siapa pertemuan orang-orang Anda dengan setiap profil. di Facebook, teman, keluarga, dan mitra. Membuat konten di profil Anda dengan administrasi organisasi interpersonal yang Anda gunakan. Metode peneliti ini adalah penelitian kualitatif dengan pendekatan deskriptif, karena mengingat penelitian personal branding melalui media sosial adalah merupakan penerapan yang dilakukan oleh seseorang secara personal . Implikasi dalam penelitian adalah mendapatkan kemudahan memperoleh pekerjaan yang lebih baik, mudah memperoleh kontak dan klien perusahaan yang relevan, adanya pengakuan industri, juga memperoleh lebih banyak peluang serta terciptanya pertumbuhan yang lebih baik
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Pikalova, V. V. "Practical Advice on Creating an Open-public Legal English Webinar." Courier of Kutafin Moscow State Law University (MSAL)), no. 10 (January 18, 2022): 104–9. http://dx.doi.org/10.17803/2311-5998.2021.86.10.104-109.
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The article focuses on the issue of arranging open-public webinars on Legal English. The author defines the goals of creating open-public webinars, such as providing potential students with more information about a specific program or course at university, promoting the personal brand of a teacher or university; the target audience — groups of undergraduates, graduate students, practicing lawyers, and everyone who is interested in the topic of the webinar; the peculiarities of preparation stages. The webinar on Legal English for Intellectual Property Law is given as an example.The author of the article accepts the view generally held that the speaker can achieve success and effectiveness only through careful preparation and thorough understanding of the subject. Nowadays potential students are very enthusiastic about learning online and want to take any opportunity to develop their skills with the help of a highly-experienced teacher and receive a timely feedback. To make online open-webinars effective a teacher must be aware of the changes and needs of the target audience and encourage the participants to pose serious complex questions and produce profound reflections.
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Braxton, Dominique, and Loraine Lau-Gesk. "The impact of collective brand personification on happiness and brand loyalty." European Journal of Marketing 54, no. 10 (September 30, 2020): 2365–86. http://dx.doi.org/10.1108/ejm-12-2019-0940.
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Purpose Frontline service providers are a key touchpoint in a customer’s overall experience with a brand. Though they are recognized as important contributors to brand experiences, service providers have received relatively little attention in both experienced marketing and branding research. This paper aims to illuminate the importance of understanding factors that contribute to the role services providers play within the environmental context of the customer’s brand journey. Design/methodology/approach This study uses two experimental studies to show that greater customer happiness and customer loyalty could be achieved through collective brand personification whereby the frontline service provider’s identity and core values align with those of the brand persona and store environment. Findings Specifically, findings reveal that customer happiness increases because of feelings of belongingness and greater brand authenticity when the service provider aligns with the retailer’s brand persona and store environment. Research limitations/implications While this study gets us closer to understanding how managers can leverage human capital in the retail service environment, there are opportunities to further explore issues such as the impact of collective brand personification on the employee. Practical implications Given the strong desire companies have to bolster customer happiness to increase brand loyalty, the findings bolster the importance of understanding the influential factors associated with frontline service providers. Their role in creating optimal customer experiences should not be underestimated. Social implications As an important cautionary note, firms should take care when creating the appearance and personality-based occupational qualifications by considering social norms and the impact on societal well-being (e.g. self-consciousness and exclusion can lead to serious illnesses and including depression). Study shows that people have an inherent need to feel accepted and belong to social groups that help to construct and affirm their self-concept, and appreciate opportunities that empower them to seize control against exclusion. Therefore, appearance and personality-based occupational qualifications should be strategically aligned with the image and goals of the firm, and not subject to management bias from an unconscious reaction to an applicant’s physical and interpersonal presentation. Originality/value The present study builds on both customer experience and branding literature by examining the relationship between customer happiness and collective brand personification – where the frontline service provider’s identity and core values align with those of the brand. Two experiments test the hypotheses that customer happiness increases because of feelings of belongingness with the brand and the consumer’s perception of the brand’s authenticity when the customer service provider aligns with the brand’s identity and core values.