Synopsis and recommendations
In formulating this paper, we have focused on three goals. As such, we believe it was important to gather and present a collection of previous research on branding and self-branding, to discuss self-branding from a strategic perspective, and to offer original materials on strategic self-branding.
Goal One: To examine self-branding within the context of branding. Many times, the existing literature has covered self-branding as a discrete topic rather than as a type of branding that shares many attributes and aims with other kinds of brands. Without grasping branding’s fundamentals, complexities, and evolving nature, we cannot properly develop, maintain, and grow a self-brand.
We cover general four areas of branding to attain this goal, with sub-topics for three of the four. Along with the discussions, we provided Tables 1–5 that highlight the research on branding. Below is a recap of our topical literature review coverage:
• Branding overview – brand management, brand longevity, global issues, and communications (including new media).
• Brand personality and brand (product) positioning – brand personality, brand (product) positioning, evoked set and brand congruence, and brand extension.
• Brand equity and related topics – brand equity, brand love and authenticity, MDS, and brand gaps, brand crises, and negativity.
• Corporate branding
