دانلود رایگان مقاله انگلیسی رویکرد استراتژیک برای برندینگ سلف - تیلور و فرانسیس 2017

ABSTRACT

Self-branding – which reflects how an individual wants to be perceived by employers, potential employers, clients, professional peers, and others in a way that will enhance their personal image – requires a careful, systematic, and adaptive strategy. To place self-branding in the proper context, we begin with the concept of branding as it relates to the sub-set of self-branding. We present an overview of brand management, brand longevity, global issues, and brand communications; and discussions of brand personality and positioning, brand equity, and corporate branding. Then, we investigate strategic self-branding, including: an overview of self-branding, the steps involved in self-branding, self-brand differentiation/positioning, mastering the self-brand, self-brand management and re-invention, and creating and sustaining an online self-brand.

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