Personal Branding

In developing marketing strategies, it is important to find out customers perceptions and behavior. Many studies on consumer behavior have been undertaken towards this end. This study focuses on customer perceptions and behaviors of fast food restaurants based on a case study of Radix Fried Chicken Sdn Bhd. The study which employs the quantitative method uses data obtained from 400 customers. It examines the influence of marketing mix and customer shopping behavior on customer purchase decision. The results show that demographic characteristics i.e. gender, age, education level and monthly income do not have a high degree of influence on customer purchase decisions. Rather, the seven marketing mix are major factors which influence customer purchase decision. The findings of this study supports the Model of Nature of Customers’ Perception developed by Del, Roger and Kenneth in the year 2004, which states that individuals are not passive interpreters of marketing and other messages; a...

Mired in inconsistency, contradiction, and scandal, Donald J. Trump’s presidency appears to be anything but normal. This has prompted a great deal of searching among social scientists and journalists to understand what exactly is behind Trump’s erratic governing style. These narratives center the new normal of American presidential politics on the extreme form of Trump’s narcissistic behavior and his flagrant commitment to ethno-nationalist, authoritarian, and neoliberal practices. However, because these narratives rely on traditional political strategies and theories, they do not fully capture the most novel aspects of the Trump mode of governance. What is “not normal” about President Donald Trump is that his governing style is irreducible to conventional statecraft and political goals because Trump is not just a celebrity/businessman-turned-politician. Rather, Trump the person is inherently tied to Trump the personal brand, and the governing style of President Trump follows the market-oriented logic of personal brands, which is primarily oriented towards maximizing symbolic capital. Rather than position Trump’s governing style as motivated to achieve self-adulation, white supremacy, an authoritarian state, or neoliberal utopia, we reconsider Trump’s governing style as an attempt to capture the attention of the collective consciousness and focus it on Trump as a personal brand.

The workforce and workplace of the future will be geared to building personal brands. Communicators need newer skills for the future, ability to leverage talent, learn to let go, step up our ownership. Tap the power of our employees to build the organization’s brand from within. Investing in branding your employees will have a significantly higher value for the business than focusing on the employer brand. The organization will become an amalgamation of brands. Tap the power of our employees to build the organization’s brand from within. Investing in branding your employees will have a significantly higher value for the business than focusing on the employer brand.
Read more here: https://intraskope.wordpress.com/2015/02/11/brand-your-employees-not-your-organization/

Branding in dentistry is not a new project. It aims to establish a significant and differentiated presence in the health market that attracts and retains loyal patients. This is accomplished by giving a meaning to the private practice and creating and shaping a unique name and impression in the patients' minds. In this article, a modern approach to the term of branding and its importance in dentistry is applied based on current media, social trends and today's marketing communications environment. Glances are given into the concept of patient-based brand equity and the various ways that current pioneer marketing entities can build it. Negative and positive ways of effective branding techniques for dentists are also discussed. Additionally, the reasons which make the online presence of a dental brand imperative are numbered and suggestions for online branding are reported. Innovative branding ideas are further included relied on pioneer marketing techniques. Finally, this article contains an assessment guide for a dental brand and series of advantages that it brings to the modern dental practice.

THE NEUROSCIENCE OF PERSONAL BRANDING
Use the latest neuroscience research to craft a unique and powerful personal brand statement.
Develop a clear understanding of the science behind branding and how to apply it to yourself.
Control your personal reputation and learn how to communicate who you are the keys to building your career and your individual unique worth.
Check this visual narrative to know more about the “THE NEUROSCIENCE OF PERSONAL BRANDING”
Happy viewing
#Branding #Neuroscience #Neuromarketing #Personal

“What do you want to be when you grow up?” It’s a common question and one that you have probably not heard of since your formative years. However, in a world increasingly disrupted by digital technologies, experienced academics are (or at least should be) asking themselves how do they adapt to the new digital landscape. Whilst early career academics will be looking at the opportunities that digital technology can offer them to develop their profile, access new networks and extend the reach and impact of their research outputs. So the question is not so much about “What do you want to be when you grow up?” as “What type of academic do you want to be in the digital world?”
In this chapter, we will be looking at some of the key questions that academics of all ages need to address, before focusing on how they can develop a distinctive academic profile that will enable them to connect with, and make the most of, the network opportunities that are available to them in a digital landscape. To paraphrase Ahmed & Olander (2012)  in a world gone digital, it doesn’t matter who you were or how good you were yesterday, the digital world means that you need to recalibrate, set a new direction, understand the metrics that matter and multiply your contribution to academic knowledge and practice.

Особистий імідж керівника організації можна вважати чи не найважливішим компонентом загального корпоративного іміджу, суттєвим механізмом формування якого  часто виступає персоніфікація, себто приписування організації характеристик персони, що її очолює. Імідж лідера ніколи  не є самоціллю, зазвичай він покликаний виконувати конкретну функцію у сфері управління, впливу на аудиторію та досягнення економічних чи маркетингових цілей. Коли організацію сприймають через призму символічного образу керівника, що уособлює орієнтири та цінності всього колективу та діяльності компанії, сутність іміджу очільника набуває стратегічного значення, адже може прямо впливати на успіх та соціальне визнання установи – сприятливо, або ж, навпаки, негативно. Вагомість фактору іміджу керівництва є актуальною для будь-якої сфери діяльності, зокрема й роботи освітніх закладів. У тексті розглядається потенційний варіант корегування актуального іміджу Михайла Поплавського як ректора, науковця, публічного діяча.

Este estudio determina, aplicando la teoría conductista, las causas de las ideas limitantes en los regiomontanos y sus efectos en el desarrollo de su Branding Personal. La investigación es de carácter cualitativo y de tipo descriptivo. El objetivo es determinar los factores e ideas limitantes que intervienen en el desarrollo personal y profesional de los jóvenes regios, con el fin de establecer herramientas necesarias para la elaboración de un Branding Personal. Se desarrolla, a partir de entrevistas a especialistas y encuestas sobre las conductas que limitan a una persona, cómo afecta a su creatividad y, por ende, al desarrollo de
un Branding Personal. La investigación se realizó con estudiantes
universitarios en el Área Metropolitana de Monterrey (México), y
tomó como referente muestral a jóvenes inscritos en la Universidad
Autónoma de Nuevo León.
Palabras clave: Branding Personal, ideas limitantes, creatividad,
conductas, regio, regiomontano.

Dieses Kapitel soll Ihnen einen grundlegenden Überblick zur Verwendung von Social Media im Selbstmarketing geben – unabhängig davon, ob Sie am Anfang stehen oder bereits in den sozialen Medien vertreten sind. Sie erfahren, wie Sie schrittweise – im Einklang mit Ihrem Selbstverständnis als Wissenschaftler*in – eine individuelle Social-Media-Strategie entwickeln und deren Erfolg kontrollieren. Hierbei gehe ich auf die Ansprache der richtigen Nutzer*innen ebenso ein wie auf die Vor- und Nachteile der richtigen Plattform und die Produktion von bedeutendem Inhalt („relevant content“).

This research contributes to our understanding of the name, image, and likeness (NIL) value of student-athletes’ social media profiles. In Study 1, we scraped data from the Twitter (Nf = 3,880; Nb =757) and Instagram (Nf = 2,223; Nb = 647) profiles of male collegiate-level football and basketball athletes. In Study 2, we scraped data from the Twitter (N =1,058; posts = 20,978) and Instagram (N = 1,410; posts = 16,453) profiles of all student-athletes of four (two top-tier and two mid-tier) representative universities. Applying influencer marketing industry standard rates, the current research shows that student-athletes possess NIL value. Results further indicate student-athletes’ NIL value has a relationship with, but is not solely generated at, the institution level. Thus, this research contributes to student-athlete personal branding knowledge and informs discussion around policy and industry practice related to student-athletes, university athletics departments, athletic conferences, and the National Collegiate Athletic Association (NCAA).

Publicado em 28 de julho de 2021 Como se diferenciar e atrair pessoas, empresas e negócios sem precisar ganhar um BBB, ser uma digital influenciar ou fazer dancinha no Tik Tok.

O caminho é desenvolvendo sua Marca Pessoal. Nesse texto discuto o que é marca pessoal, porque é importante, os cinco elementos fundamentais de uma Marca Pessoal e como desenvolver-la

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.

Recruiters and employers shift to Social Media (SM) for recruitment purposes, as data are more accessible and cheaper, therefore the importance of one's digital brand is becoming a matter of necessity, not only a choice – especially for young people which are only entering labor market. Purpose of this research was to find out whether (and how?) young professionals build their professional personal brand online through SM. The paper reports the results of the survey conducted among 151 junior and senior management students. Overall, students are not efficiently utilizing SM for the purposes of professional personal brand management, still limiting it's potential to entertainment purposes , with only 1/5 of respondents using SM primarily to personal brand management. Moreover as much as 30% of respondents do not build their professional brand online. Patterns of using SM differ with regard to program, track and year of the studies. Presented results could be applicable in the business schools, as research presents the need from the students side for courses focused on personal brand management.

Branding in dentistry is not a new project. It aims to establish a significant and differentiated presence in the health market that attracts and retains loyal patients. This is accomplished by giving a meaning to the private practice and creating and shaping a unique name and impression in the patients' minds. In this article, a modern approach to the term of branding and its importance in dentistry is applied based on current media, social trends and today's marketing communications environment. Glances are given into the concept of patient-based brand equity and the various ways that current pioneer marketing entities can build it. Negative and positive ways of effective branding techniques for dentists are also discussed. Additionally, the reasons which make the online presence of a dental brand imperative are numbered and suggestions for online branding are reported. Innovative branding ideas are further included relied on pioneer marketing techniques. Finally, this art...

Aktiivisen verkkoidentiteetin luominen on tietotyön edellytys. Tämä kirja opastaa vaikuttavaan verkkoviestintään ja antaa eväitä tulokselliseen toimintaan verkossa.

Yhä useampaan työtehtävään liittyy verkostoitumista ja työnhakutilanteessa laajasta verkostosta vasta onkin etua.

Digitaalinen ja verkottunut toimintaympäristö avaa monia uusia keinoja vaikuttamiseen. Sosiaalinen media voi toimia vahvistimena sille, mitä jo olet. Sen avulla voit tuoda esiin ja saada huomiota hyville ajatuksillesi, olla avuksi ja olla mukana osana suurempaa tarkoitusta tai aatetta. Huomaa kuitenkin, ettet voi teeskennellä jotakin, mitä et oikeasti ole. Vaikuttavan verkkopersoonan on oltava vaikuttava persoona.

Teoksessa kerrotaan, miten voit olla vaikuttava työntekijänä tietotyön ja luovan työn eri sektoreilla, ja opastaa lukijaa henkilökohtaisen ammatillisen sosiaalisen median strategian tekemisessä ja sen toteuttamisessa.

Löydy käsittelee vaikuttavassa toiminnassa tarvittavia taitoja ja itsensä johtamisen keinoja ja kertoo, millainen nettipersoona voi olla vaikuttava ja mitkä ovat vaikuttavan toiminnan edellytyksiä ja piirteitä.

Kirjat tekijät FT Marylka Yoe Uusisaari työskenteli kirjan julkaisun aikaan aivotutkijana Japanissa ja YTM Tuija Aalto uusien palvelujen kehityspäällikkönä YLEn Tulevaisuus Labissa.

It is not a secret that nowadays branding doesn't always concern a company or a specific product, it can be applied to a person. If you want to be successful in your career, you should promote yourself, your accomplishments using effective self-marketing and self-branding techniques. In real life, on the job market you position yourself as a product and your employer is buying your work force, of course a product-brand has more chances to be bought and less competition.

Popular culture and the institutions and rituals that make it possible have become overwhelmingly significant in modern life. In this paper, we draw upon governmentality studies to explore the making-up (du Gay et al., 1996) of brand managers in a leading international cosmetics firm. Through in-depth interviews and participant observation, we analyse the control mechanisms through which brand managers embody their product and are made consumer subjects inside their own organisation. Illustrating how these key intermediaries of popular culture become “simultaneously promoters of commodities and commodities they promote” (Bauman, 2007), we not only account for the control practices in use in a key organisation related to popular culture, but also investigate how certain control practices shape the very site of popular culture.

Koleksi seratus lebih template tampilan website keren dan menarik untuk bisnis, perusahaan, personal branding dan company profile. Desain web keren, cantik dan menarik juga menentukan atau berpengaruh pada konversi pengunjung menjadi kustomer

This research examines #DRESSFORYOURSELFIE contest as a case study that brand uses selfie-related activities responding to the post-postmodern branding paradigm. Three emerging themes: consumers as citizen-consumers, selfie as post self into being and Instagram as a play place, explain why the selfie culture can help Kenneth Cole respond to the post-postmodern branding paradigm.

Researchers have explored the role of organizational and personal branding in journalism, paying particular attention to digital media and social network sites. While these studies have observed a rise in the incorporation of branding practices among journalists, they have largely avoided questions about the implications such shifts in practice may have on the personal identities of journalists. This study addresses that gap, drawing on interviews with 41 reporters and editors from US newspapers. The findings suggest that as reporters incorporate branding into their routines, they may feel as though they are sacrificing the ability to simultaneously maintain a personal identity online. For their part, editors seem to sympathize with journalists’ loss of personal identity but defer to organizational policies.

Стаття присвячена розгляду персонального брендингу. Мета роботи: визначити на основі зарубіжних і вітчизняних досліджень термін «персональний бренд», з’ясувати його важливість для культурологічної науки, проаналізувати відмінності використання персонального брендингу вітчизняними й зарубіжними артистами. Актуальність дослідження полягає у вивченні нових теоретичних і практичних методів використання персонального бренду у сфері культурної індустрії. Наукова новизна: розглянуто сучасні технології реалізації персонального бренду артистів в українському шоу-бізнесі. Досліджено поняття персонального брендингу, наведені практичні методи створення персонального бренду. Методологія дослідження полягає у використанні теоретичних та емпіричних методів дослідження, на базі яких доведено важливість створення персонального бренду. Основним завданням є визначення теоретичних понять персонального брендингу; виявлення функцій і завдань персонального брендингу, його ключових елементів і методів реалізації та нових методів вдосконалення персонального бренду артиста. Висновок. Доведено, що в Україні продюсери приділяють недостатню увагу створенню персонального бренду артиста. Вітчизняні артисти займаються копіюванням західних, що перешкоджає розвитку власної культури.

Pada umumnya arti dari personal branding merupakan upaya anda dalam membentuk citra diri, baik dalam hal ketrampilan yang anda miliki ataupun karakter. Meskipun terkadang anda menyadari untuk selalu menciptakan citra diri yang positif dan menarik, namun ini merupakan hal yang tidak mudah. Personal branding dapat membantu anda untuk lebih mengembangkan diri seiring mengukuhkan dan memantapkan pada bidang industry yang anda tekuni. Dalam soal membangun personal brand sebaiknya anda tidak mengarang cerita atau mengada-ada. Ceritakan yang sebenarnya dan asli atau orisinil berasal dari diri anda sendiri. Salah satunya dengan membuat profile di MyB.co.id. Cara Menciptakan Personal Branding Untuk Kesuksesan Karir Beberapa orang pernah beranggapan bahwa tidak perlu mempromosikan apapun mengenai diri mereka. Kecuali jika memang ia menekuni bidang pemasaran yang harus berkaitan dengan personal branding. Padahal anggapan seperti itu tidak benar. Sebagai pribadi anda diharuskan untuk mempunyai keunggulan serta potensi tersendiri dalam dunia kerja. Sehingga dalam menumbuhkan dan menciptakan personal brand anda perlu mengetahui Cara Menciptakan Personal Branding Untuk Kesuksesan Karier dengan MyB.co.id dengan penjelasan berikut.

Για την εύρεση μιας θέσης εργασίας αλλά και την εδραίωση και την ανέλιξη εντός ενός κλάδου η αυτοπροώθηση στα μέσα κοινωνικής δικτύωσης αποτελεί πλέον αναγκαία συνθήκη για όλο και περισσότερους εργαζομένους.

Για τη διαμόρφωση μιας επιτυχημένης στρατηγικής αυτοπροώθησης αρκετοί είναι εκείνοι που καταφεύγουν στο “personal branding”, μια αναδυόμενη θεωρία και πρακτική των τελευταίων χρόνων σύμφωνα με την οποία για να επιβιώσει και να αναδειχθεί κανείς εντός μιας έντονα ανταγωνιστικής αγοράς εργασίας είναι απαραίτητο να προσεγγίσει τον εαυτό ως ένα εμπορικό σήμα, ως ένα brand.

Ενώ το personal branding αρχικά απευθυνόταν σε ανώτερα στελέχη με υψηλές θέσεις στην εταιρική ιεραρχία, οι αλλαγές στη δομή της εργασίας και η διάδοση της χρήσης του διαδικτύου και των μέσων κοινωνικής δικτύωσης κατέστησαν την πρακτική του personal branding δημοφιλή σε ευρεία στρώματα εργαζομένων.

Ο στόχος της παρούσας εργασίας είναι διττός. Στο βιβλιογραφικό σκέλος επιχειρείται η τοποθέτηση του personal branding εντός ενός ευρύτερου πλαισίου κοινωνικών μετασχηματισμών, εστιάζοντας στη διάδοση του μεταφορντικού τύπου οργάνωσης της παραγωγής καθώς και στην ανάδυση αυτού που περιγράφηκε από τον Μισέλ Φουκώ ως νεοφιλελεύθερη κυβερνητικότητα.

Η ποιοτική έρευνα που ακολουθεί στόχο έχει να προσεγγίσει τις μεταβολές αυτές μέσα από το πρίσμα των ίδιων των υποκειμένων που τις βιώνουν και καλούνται να ανταποκριθούν στις προσταγές που προκύπτουν από αυτές, των εργαζομένων. Μέσα από την πραγματοποίηση δεκατριών ημι-δομημένων συνεντεύξεων επιχειρούμε να εξετάσουμε πώς βιώνουν οι ίδιοι οι εργαζόμενοι την αυξανόμενη απαίτηση προώθησης της προσωπικής επαγγελματικής τους εικόνας και πώς ανταποκρίνονται σε αυτήν, πώς αξιοποιούν το LinkedIn, την πιο διαδεδομένη ψηφιακή πλατφόρμα επαγγελματικής αυτοπροώθησης, αλλά και με ποιον τρόπο πραγματεύονται ευρύτερα ζητήματα σε σχέση με την εργασιακή ζωή.

Όπως διαφαίνεται από την έρευνα, ο λόγος των συμμετεχόντων αντανακλά ευρύτερες κοινωνικές διεργασίες αναδεικνύοντας την επικράτηση μιας νέας κουλτούρας της εργασίας, η οποία καλεί κάθε εργαζόμενο να προσεγγίσει τον εαυτό σαν μια επιχείρηση.

English:

In order to find a job but also to become established within an industry, self-promoting on social media is a necessary condition for any employee.

To formulate a successful self-promotion strategy, more and more employees resort to "personal branding", an emerging theory and practice according to which it is necessary to approach oneself as a brand with the purpose of surviving and succeeding in a highly competitive labor market.

While personal branding initially concerned senior executives in the corporate hierarchy, changes in the work structure and the spread of the internet and social media made the practice of personal branding popular across a wide range of employees.

The purpose of this paper is twofold. In the literature review, personal branding is positioned within a broader context of social transformations which are summarized in the dominance of the postfordist system, as well as in the emergence of what was described by Michel Foucault as neoliberal governmentality.

Furthermore, a qualitative research was conducted as a means to approach these changes from the perspective of the employees themselves, the subjects who experience these changes and are required to respond to the orders that arise from them. In the second part of this thesis, we examine through thirteen semi-structured interviews how employees experience the growing demand for the promotion of their professional image and how they respond to it, how they use LinkedIn, the most widespread digital platform for professional self-promotion, and in what way they perceive broader issues related to working life.

As shown by the research, the participants’ views reflect broader social processes highlighting the prevalence of a new work culture, which invites each employee to approach themselves as an individual enterprise.

Link: http://pandemos.panteion.gr/index.php?lang=el&op=record&type=cid&q=isMemberOf-cid:14,isMemberOfCollection-cid:8&page=1&pid=iid:20950

Everything NEW you desire in your life will demand A NEW YOU. You can't put new ideas into old mindsets. You can't get new results with old behaviors.

The foundation for building a NEW FUTURE, for EARNING what you DESERVE and PRODUCING the kind of RESULTS you DESIRE, starts with CREATING A NEW YOU.

In the SUCCESS DEMANDS A NEW YOU ebook, I share 3 Simple Steps To Recreating Yourself For New Success. These steps, if applied, will see you outgrowing OLD FAILURES for NEW WINS.

This study aims to reveal how is the personal branding of Felix Arvid Ulf Kjellberg on Pewdiepie youtube account. The theory used is online personal branding by Frischmann that emphasize to the personal branding that Pewdiepie trying to delivered through one video titled bitch lasagna which is available on Pewdiepie youtube channel. Video titled bitch lasagna, made Pewdiepie sued by big corporation company based on India called T-Series. This qualitative study uses the visual methodology by Gillian Rose, from three areas of visual research which is, site of self, site of production, and site of audience. The results showed that from the video titled bitch lasagna by Pewdiepie contains meaning from the use of clothing, sarcasmand satire sentences, with the techniques, camera angles and the use of coloring inside of video titled bitch related to Pewdiepie's personal branding. It was found that inside the bitch lasagna, personal branding of Pewdiepie that described as a savages, haughty, arrogant, superiority, professional, funny guy and full of resistance so this is the main attraction for the subscribers or 9-year-old the fans of Pewdiepie because his youtube channel became the most subscribers as a independent youtuber. Abstrak: Penelitian ini bertujuan untuk mengungkap bagaimana bentuk personal branding Felix Arvid Ulf Kjellberg pada akun youtube Pewdiepie. Teori yang digunakan adalah online personal branding Frischmann yang menekankan pada bentuk personal branding yang disampaikan melalui video berjudul bitch lasagna pada kanal youtube Pewdiepie. Video bitch lasagna menyebabkan Pewdiepie dituntut oleh T-Series pada pengadilan tinggi di India dan berdampak pada pemblokiran video berjudul bitch lasagna di India. Penelitian kualitatif ini menggunakan metode analisis visual oleh Gillian Rose, dari tiga area penelitian visual yaitu, site of self atau area peneliti, site of production atau wilayah produksi, dan site of audience atau area khalayak. Hasil penelitian menunjukkan bahwa dalam video berjudul bitch lasagna oleh Pewdiepie terkandung makna dalam penggunaan busana, kalimat sarkasme dan satire, serta teknik, angle dan penggunaan warna dalam video bitch lasagna yang berkaitan dengan personal branding Pewdiepie. Ditemukan bahwa dalam video bitch lasagna, personal branding Pewdiepie digambarkan sebagai sosok yang savages, angkuh, sombong, superioritas, profesional, pria yang lucu dan penuh perlawanan sehingga hal ini menjadi daya tarik tersendiri bagi khalayak Pewdiepie karena kanal youtubenya memiliki jumlah subscribers terbanyak sebagai youtuber independent.

This study aims to reveal how is the personal branding of Felix Arvid Ulf Kjellberg on Pewdiepie youtube account. The theory used is online personal branding by Frischmann that emphasize to the personal branding that Pewdiepie trying to delivered through one video titled bitch lasagna which is available on Pewdiepie youtube channel. Video titled bitch lasagna, made Pewdiepie sued by big corporation company based on India called T-Series. This qualitative study uses the visual methodology by Gillian Rose, from three areas of visual research which is, site of self, site of production, and site of audience. The results showed that from the video titled bitch lasagna by Pewdiepie contains meaning from the use of clothing, sarcasmand satire sentences, with the techniques, camera angles and the use of coloring inside of video titled bitch related to Pewdiepie's personal branding. It was found that inside the bitch lasagna, personal branding of Pewdiepie that described as a savages, haughty, arrogant, superiority, professional, funny guy and full of resistance so this is the main attraction for the subscribers or 9-year-old the fans of Pewdiepie because his youtube channel became the most subscribers as a independent youtuber. Abstrak: Penelitian ini bertujuan untuk mengungkap bagaimana bentuk personal branding Felix Arvid Ulf Kjellberg pada akun youtube Pewdiepie. Teori yang digunakan adalah online personal branding Frischmann yang menekankan pada bentuk personal branding yang disampaikan melalui video berjudul bitch lasagna pada kanal youtube Pewdiepie. Video bitch lasagna menyebabkan Pewdiepie dituntut oleh T-Series pada pengadilan tinggi di India dan berdampak pada pemblokiran video berjudul bitch lasagna di India. Penelitian kualitatif ini menggunakan metode analisis visual oleh Gillian Rose, dari tiga area penelitian visual yaitu, site of self atau area peneliti, site of production atau wilayah produksi, dan site of audience atau area khalayak. Hasil penelitian menunjukkan bahwa dalam video berjudul bitch lasagna oleh Pewdiepie terkandung makna dalam penggunaan busana, kalimat sarkasme dan satire, serta teknik, angle dan penggunaan warna dalam video bitch lasagna yang berkaitan dengan personal branding Pewdiepie. Ditemukan bahwa dalam video bitch lasagna, personal branding Pewdiepie digambarkan sebagai sosok yang savages, angkuh, sombong, superioritas, profesional, pria yang lucu dan penuh perlawanan sehingga hal ini menjadi daya tarik tersendiri bagi khalayak Pewdiepie karena kanal youtubenya memiliki jumlah subscribers terbanyak sebagai youtuber independent.

Artistas visuais vêm promovendo suas marcas pessoais nas redes sociais e têm sido mais prestigiados socialmente, em relação a períodos históricos anteriores. O objetivo desse trabalho é analisar a gestão de marcas pessoais dos artistas visuais Pac, Monge Han e e Dunieto, com foco em sua comunicação nas redes sociais. Para isso, foi realizada pesquisa bibliográfica sobre marcas, marcas pessoais, o mercado de arte, e as redes sociais. Em seguida, os três artistas foram entrevistados sobre suas identidades de marca e sua comunicação nas redes sociais. O resultado das entrevistas serviu para melhor entender as intenções dos artistas e, assim, compará-las com a sua gestão de marca nas redes sociais. Ao final, foi realizada uma análise de conteúdo das redes sociais dos artistas visuais. Concluiu-se que os artistas estudados conseguem gerenciar marcas coesas e consistentes. No entanto, lhes falta consciência de sua própria identidade e um planejamento mais detalhado e com visão de futuro dessa gestão.

Special issue on Brand Management and Co-creation-lessons from tourism and hospitality
JOURNAL OF PRODUCT AND BRAND MANAGEMENT 30(1)
Guest Editors: Dimitrios Buhalis, Sangwon Park

https://www.emerald.com/insight/publication/issn/1061-0421/vol/30/iss/1

Buhalis, D., Park, S., (2021) Brand Management and Cocreation-lessons from tourism and hospitality: Editorial, Journal of Product & Brand Management, Vol.30(1). pp.1-11. https://www.emerald.com/insight/content/doi/10.1108/JPBM-10-2020-3158/full/html

Hussain, K., Jing, F., Junaid, M., Zaman, Q.U. and Shi, H. (2021), "The role of co-creation experience in engaging customers with service brands", Journal of Product & Brand Management, Vol.30(1), pp.12-27. https://doi.org/10.1108/JPBM-08-2019-2537

Cheung, M.L., Ting, H., Cheah, J.-H. and Sharipudin, M.-N.S. (2021), "Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit", Journal of Product & Brand Management, Vol.30(1), pp.28-43. https://doi.org/10.1108/JPBM-09-2019-2554

Yousaf, A., Amin, I., Jaziri, D. and Mishra, A. (2021), "Effect of message orientation/vividness on consumer engagement for travel brands on social networking sites", Journal of Product & Brand Management, Vol.30(1), pp.44.57 https://doi.org/10.1108/JPBM-08-2019-2546

Tjandra, N.C., Rihova, I., Snell, S., Den Hertog, C.S. and Theodoraki, E., (2021), “Mega-events brand meaning co-creation: the Olympic case", Journal of Product & Brand Management, Vol.30(1), pp.58-73 https://doi.org/10.1108/JPBM-08-2019-2539

Chung, S.-Y.(. and Byrom, J. (2020), "Co-creating consistent brand identity with employees in the hotel industry", Journal of Product & Brand Management, Vol. 30(1), pp.74-89. https://doi.org/10.1108/JPBM-08-2019-2544

Lee, S. and Kim, D.-Y. (2021), "Brand tourism effect in the luxury hotel industry", Journal of Product & Brand Management, Vol. 30(1). pp.90-103. https://doi.org/10.1108/JPBM-09-2019-2574

Oh, H., Lee, M. and Lee, S.A. (2021), "Global or local brand? Hotel selection in global travel context", Journal of Product & Brand Management, Vol. 30(1), pp.104-117. https://doi.org/10.1108/JPBM-08-2019-2509

Micevski, M., Diamantopoulos, A. and Erdbrügger, J. (2021), "From country stereotypes to country emotions to intentions to visit a country: implications for a country as a destination brand", Journal of Product & Brand Management, Vol. 30(1), pp.118-131. https://doi.org/10.1108/JPBM-09-2019-2563

Quoquab, F., Mohammad, J. and Mohd Sobri, A.M. (2021), "Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations", Journal of Product & Brand Management, Vol.30(1), pp.132-147 https://doi.org/10.1108/JPBM-09-2019-2558

Giannopoulos, A., Piha, L. and Skourtis, G. (2021), "Destination branding and co-creation: a service ecosystem perspective", Journal of Product & Brand Management, Vol.30(1), pp.148-166. https://doi.org/10.1108/JPBM-08-2019-2504

Zelenskaya, E. and Elkanova, E. (2021), "Designing place brand architecture: the potential of a sub-brands strategy", Journal of Product & Brand Management, Vol. 30(1), pp.169-179. https://doi.org/10.1108/JPBM-08-2019-2551

Tran, P.K.T., Nguyen, V.K. and Tran, V.T. (2021), "Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam", Journal of Product & Brand Management, Vol.30(1), pp.180-194 https://doi.org/10.1108/JPBM-08-2019-2540

With the rapid growth of social networking and media comes their consideration for use in the marketing classroom. Social networking skills are becoming essential for personal branding (eg, networking, self-marketing) and corporate/product branding (eg, marketing communication). This paper addresses the use of LinkedIn (ie, an online professional social network) in the marketing classroom as a means of developing these important skills, along with other supporting skills such as communication and creativity.

Reflecting on the thousands of diverse research studies of social media representation and digital privacy, this article presents a comprehensive summary of online personal strategies. First, the evolution of academic concepts about digital identity and the online self is summarised. Then, the article investigates the key dynamics of personal strategies and control issues in detail with ideas, experiences, stories and metaphors taken from 60 qualitative interviews from Central and Eastern Europe and Southeast Asia. According to the key findings of this article, the universal patterns of online personal strategies follow mostly conscious decisions, resulting in users maintaining 70% control of their digital footprints. However, the remaining 30% of online activities are unconscious floating with digital dynamics and resulting in a wide range of non-expected consequences from identity theft to kidnapping. In summary, an intercultural and intergenerational model highlights the complexi...

Nowadays, it is hard to find a place with no brands. Even the less developed countries, abound in brands. People are surrounded and exposed to hundreds of commercial messages per day, and constantly deluged by ads that may be not noticed since are spread everywhere, whether on Radio, Print Media, Television, Internet and Billboards; items such as the education, literature, tourism, TV channels, news, sports, movies, songs, countries and cities, etc., find an opportunity to get noticed by the consumers as part of contemporary life, giving chance to huge amounts of marks and brands to appear everywhere, from the basic needs of life, (shelter, food, drink, clothing, etc.), to the luxury needs, (tourism, events, etc.).
In this environment filled with brands, in which even culture and civilization is branded, it is not strange to admit that even humans are branded. Celebrities are often considered as products, and managed as well. Cleopatra, Socrates, Beethoven, Napoleon Bonaparte, Marilyn Monroe, Elvis Presley, Edith Piaf, Madonna, Julio Iglesias, Omar Sharif, Albert Einstein, Bill Gates, Steve Jobs, Mohamed Ali, Maradona, Michael Jordan, Pablo Coelho, Shakira, Oprah, etc. are some of the celebrities that have had, or still have a well-managed personal brand; hearing this names create in the minds of the listeners a peculiar impression that is associated with previous experiences and memories, weather are good or bad, similar to the impression consumers have when they hear about the well-known brands, such as Coca-Cola, Hollywood, Microsoft, Apple, Ferrari, Nike, etc.
So, what make some people achieve a status of fame and recognition, while others are not known even having big talents or doing useful contributions to the world? What makes some movie protagonists to be a more known names than the actors themselves? What converts an excellent employee into a star?
The answer to this questions is not just the individual talents, skills or actions, but the way in which this talents, skills and actions are managed to appeal more to others, by a process called personal branding, that is responsible -when is well done- of converting a normal individual or a normal name into a recognized brand.
“When Ralph Lifshitz wanted to become a famous fashion designer, he didn’t start by working 24 hours a day designing clothes. The first thing he did was to change his name to Ralph Lauren. Branding seeks to create a better perception. Not a better product” (Montoya & Vandenhey, 2003, p.1).
Ralph Lauren is not the only example, as many famous people have changed their names, some examples are: Woody Allen, Marilyn Monroe, Omar Sharif, Demi Moore, Meg Ryan, Larry King, George Michael, Hulk Hogan, etc. All those names are artistic names.
Today, branding has become a household word as individual job seekers try to survive in a difficult world economy, and huge competition that comes with the increased globalization, technology advances, rise in the importance of internet and social media as methods of recruitment, changes in the social mentality and level of education and expertise. Wherefore individuals are willing to differentiate themselves from others in the work world, where often the unique individuals are achieving a noticed progress and success. Thus, personal branding has become recently a very trending topic that has growth in popularity as a method of marketing, differentiation and career management, due to its benefits that help individuals to reach their goals, especially among the recent graduates that are seeking to incorporate themselves in the world of employment, and many individuals that learn or listen about personal branding for the first time. It can be noticed while searching on internet pages such as: Right Relevance, that personal branding topics are one of the most top shared articles among the bloggers.
The problem starts when the misunderstandings and the misconceptions about personal branding abound. The wrong interpretations of this concept can lead to a wrong personal development, and to the destruction of the whole brand that the individual is seeking to create and develop. This misunderstandings and misconceptions may be related to the kind of information that the individuals acquire, and to the cultural environment in which they live or belong. Thus, this study is an attempt to explore the cultural differences in the interpretation of personal branding of a number of chosen peoples from different countries of the Mediterranean area, in order to know if there is any difference among them, specifically considering the graduates, and if is it true that the cultural differences can lead to a different perceptions of the term.
Thereby, this study gives a real opportunity for answering to this two questions:
-Is there any gap between what is realized when it comes to personal branding and its meaning?
-Is there any cultural differences in the interpretation and perception of personal branding among the different countries of the Mediterranean area’s graduates?
To answer this questions it is a must to review the available information that attracts at first the recent graduates, especially that information that is easily reached on the internet, in order to evaluate this kind of information and compare it with the academic literature about personal branding that is already available and trusted, also to see, in the other hand, if there is any misunderstanding among the graduates while regarding this sources of information to finally compare between the perceptions of different graduates from different countries in the Mediterranean area.
Consequently the objectives of this research are to:
1- Explore the concept of personal branding as the pioneers understood and defined it academically.
2- Review the available information (easy information or popular untrusted information) about personal branding that appeals to the graduates, and compare it to the academic contributions.
3- Explore the popular misconceptions and misunderstandings about personal branding.
4- Determine the cultural differences of the different countries of the Mediterranean area that may lead to an interpretation of personal branding or other.
5- Identify if there is any gap between the academic definition of personal branding and its perception among graduates.
6- Compare between the different interpretations of personal branding among the different countries of the Mediterranean area’s graduates, and between this interpretations and the academic meaning.
In other words, and because the objectives may seem to be very similar and they are not, this study is divided into two parts:
- The first part of this research consists of exploring the concept and meaning of personal branding, in order to know such information, three types of information will be explored, which are: the history of the concept and the academic information, the easy popular information that is reached in the self-help and how-to books and internet pages, and the available information of misconceptions and misunderstandings about personal branding.
- The second part of this research is the comparative part, consisting of three comparisons: The first comparison is among the academic meaning of personal branding and what is understood about personal branding in the information available on the websites, self-help books, etc. The second comparison is among the cultural differences and perceptions of the graduates of the different countries of the Mediterranean area. The third and last comparison is between the cultural differences and perceptions of these peoples and the academic meaning, i.e. compare the second comparison to the first.
Mentioning few points related to the importance of this study, it has a scientific or academic importance because there are relatively few published studies about personal branding, most of the topics of the previous studies are related to the development and management of personal brand, or to personal branding in internet, social network sites and social media, thus this study is going to make a contribution to the existing literature about personal branding that is already minimal, adding a new study that is never done before. Also this study has a practical importance summarized in the support that is going to give to the individuals, especially the graduates that are seeking to build their personal brand, without falling in the common misunderstandings and misconceptions.
Analyzing the perceptions of graduates which are the young professionals towards the concept of personal branding is going to help to get deep inside the personal branding phenomenon, to learn more about this topic and field, not only to know how to develop and maintain a personal brand in order to further career development and success, but also to understand better the people that are branding themselves, avoiding falling in the common errors, which this is the main target.

A response paper to Riviere's “Womanliness as a Masquerade” written for a Gender and Media course in the Communications department at Concordia University, I use my experiences as a stand up comedian to engage with the ideas put forward by Riviere.

The study of personal branding tends to capture phenomena from good or bad perspective. We learn a lot examples of how person creates their great personal branding and how their personal branding fails as well. It is relatively minimal to find the case explains how someone with good personality face through crisis and how they can change the crisis into opportunity even strengthen their personal brand. The success of facing crisis will be a great learning and experience not only for scientists but also aplicable in real world. This kind of perspective will be used in this paper to explain the case of celebrity branding Nazrul Irham or more popularly known as Ariel Peterpan. In Indonesia, we must be familiar with a young talented vocalist from great band Peterpan, Ariel and his controversial porn video scandal. Ariel was arrested in June 2010 for posting several sex videos online. Surprisingly, Ariel Peterpan get this crisis as “stepping stone” for his singing career. He can returns his personal brand without being defensive. After released from jail, instead of feeling traumatic, he launched a song with his new band name Noah. It is interesting to look on the personal branding stategy that Ariel uses and how Noah helps him get through. Through literature study and observation, this paper wants to describe how does Ariel manage his personal branding during crisis so that he can be accepted by people after the porn video scandal.

Tesi di Laurea di Iacopo Melio (Scienze Politiche, Università degli Studi di Firenze).
Dalla prefazione:
«Pensare ad una nuova realtà è diventato un compito difficile dato che l’ecosistema digitale si nutre proprio di quegli scambi che ha modificato nelle modalità e nei contenuti trasmessi. E così cambia la comunicazione e l'informazione ma cambiano anche i rapporti interpersonali, le relazioni, e di conseguenza il processo dell'affermazione identitaria.
Non solo il mondo della comunicazione (incluso quella politica), ma anche l'economia o il marketing sono stati toccati dalla rivoluzione digitale, vedendo proliferare nuove figure, non necessariamente professionali, diventate icone sociali di una realtà densa, iper connessa e stratificata, con nuove identità più o meno forti che si promuovono, o vengono proposte da altri attori, come rappresentanti del cambiamento.
Premesso questo, cercherò di analizzare la figura affermata e sempre più diffusa (anche in ambiti distanti tra loro) di "influencer", descrivendone le caratteristiche peculiari e delineandone l’importanza sociale, ma anche economica e politica, per poi trattare il fenomeno del "personal branding", con il quale l'identità personale diventa un prodotto accattivante ed efficace da promuovere, socialmente riconosciuto, seguendo quasi le logiche del marketing per ottenere effetti di varia natura.
Cosa spinge un influencer a costruire e sviluppare il proprio "brand"? E perché si sente il bisogno di mettere a disposizione ciò che si è, incluse esperienze e capacità, la propria storia e la propria vita, e quindi la propria identità (che ricordiamo essere in continuo mutamento in quanto risultato di più fattori) al servizio degli altri e della collettività anche quando sconosciuta, nonostante sia parte attiva della stessa affermazione identitaria?
Infine, accennando all’evoluzione del concetto di "dono" come "ricompensa", ampiamente discusso nelle scienze sociali e non solo, nell’ultima parte di questo lavoro verranno tradotte le premesse teoriche in esempi di realtà concrete che, nonostante il loro agire attraverso la rete, si sono affermate come connessioni umane dove il protagonista è un guadagno personale, di tipo emotivo, ma soprattutto un beneficio comune e collettivo. La sfera delle relazioni e dei sentimenti, infatti, sembra essere coinvolta in modo determinante nei processi che formano l’identità personale, costituita da elementi reali, concreti e quotidiani (solidarietà, collaborazione, senso di appartenenza...), sebbene il mezzo sia un canale virtuale come quello del web.»

Sometimes we struggle with our personal branding because we start with the tactics without articulating a strategy. We want to develop a perfect "elevator pitch" before having enough clarity of our goals and aspirations, our target market, and the value we actually deliver to our customers. Good marketing planning precedes successful advertising.

Este Cuaderno es el trabajo generado tras dos años de desarrollo para lograr consolidar bajo una misma temática las colaboraciones de profesionales de seis países que trabajan en forma directa en el área de Imagen Personal. Se consideró como objetivo central poder mostrar la universalidad del concepto de Imagen Personal, abordado desde diferentes aristas y en forma multicultural. Tiene como referente central a profesionales destacados de AICI, la Asociación Internacional de Asesores de Imagen que agrupa a Asesores de 57 países en el mundo. Consideramos la mejor forma de poder comunicar el concepto creciente y cada vez más necesario de concebir la Imagen Personal como un concepto integral que no solo abarca lo externo y visual sino también lo interno, como la autoestima o la forma de relacionarnos con el entorno social, como así también a través de las instituciones en las que interactuamos.