Documente Academic
Documente Profesional
Documente Cultură
Mi 29 16
Mi 29 16
SPECIFICITATEA
BRANDULUI PERSONAL
Literature
review
Keywords
Personal brand elements
Identity of personal brand
Brand types
Personal brand comunication channel
JEL classification
M31
Abstract
Personal brand is a relatively new term in marketing, and share of interest occurs in
relation to the two components: on the one hand the individual human being, and , on the
other hand, marketing efforts on which each of us make to be "otherwise", to be choose by
the clients.
The personal brand concept means a type of marketing wich is overused more and
more frequently in the last period. In this context it should be need to translate the strategies
used by organiyational brands for the development, consolidation, development the brand on
the individual level.
The distinctiveness and, at the same time, the variables of each of personal brand
resides in the features of economic, social, educational, financial, economic, political,
religious or any other kind, different from individual to individual.
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Volumul XV, Nr. 3 (29), 2013
Introducere
Este important evideniat faptul c
termenul de brand personal ilustraz n
acelai timp un tip de marketing din ce in
ce mai des uzitat n ultima perioad. n
contextul n care fiecare brand are o
strategie, pe care contient sau mai puin
contient i studiat fiecare dintre noi o
contruim, se impune necesitatea de a
translata ntr-un fel strategiile utilizate
pentru
dezvoltarea,
consolidarea,
meninerea brandurilor de la nivel
organizational la nivelul fiecrui individ.
Particularitile i, n acelai timp,
variabilele fiecrui brand personal rezid
n particularitile de ordin economic,
social, educaional, financiar, politic,
religios sau de orice alt natura, diferite de
la individ la individ n primul rand, dar i
de la ar la ar, chiar am putea spune de
la regiune la regiune.
Wally Olins, n cartea sa Despre
brand (Wally Olins, 2010) spunea c n
zilele noastre, brandingul ine n principal
de implicare i asociere, de demonstrarea
exterioar i vizibil a afilierii private i
personale. Brandingul ne permite s ne
definim pe noi nine cu ajutorul unei
prescurtri imediat inteligibile pentru
lumea din jurul nostru. Diesel, Adidas i
hotelurile tip W nseamn un stil de via.
Hermes, Ralph Lauren i Ritz sunt un altul.
Poi s le combini i s le asortezi pentru a i ajusta, amplifica i sublinia percepia
despre tine insui.
Materialele identitii
Materialele identitii de brand sunt
cel mai elocvent descrise de ctre Peter
Montoya i Tim Vandehey, care afirm c
inima i sufletul de materiale pentru
identitatea de brand nu este de carte de
vizit, ci este logo-ul. Logo-ul ar trebui s
fie pe tot ceea ce faci: cri de vizit, antet,
plicuri,
mesaje,
anunuri,
panouri
publicitare, sponsorizri, bannere, site,
adresa de e-mail, semntur - totul.
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Management Intercultural
Volumul XV, Nr. 3 (29), 2013
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Management Intercultural
Volumul XV, Nr. 3 (29), 2013
particip
la
dezvoltarea
brandului.
Conceptul de brand personal se conecteaz
n mod similar cu fiecare dintre laturile
indicate, el constituindu-se ca un corp al
social media
Imbuntire
continu
dezvoltarea
carierei
antreprenoriat
Brand
Personal
resurse umane
relatii publice
marketing
retea de
legaturi de
afaceri
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Management Intercultural
Volumul XV, Nr. 3 (29), 2013
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Volumul XV, Nr. 3 (29), 2013
Standarde
(normele la care te
Rolul
brandului
raportezi n mod
constant in
activitatea ta)
Stil
(Modul n care v
comunica i s
acioneze atunci
cnd faci ceea ce
faci)
(Ce facem?)
Brand
personal
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Bibliografie
[1] Abdea, Appoles, (2008), Public speaking
promotes your personal brand, Cape Times, pp. 3
[2] Hume,
Margee, Mort,
Gillian Sullivan,
(2010), I Learning: the Role Of The Internet and
Interactive Services in Youth Social Learning,
School And Wellbeing, International Journal of
Organisational Behaviour, vol. 17, issue 3,pp. 6281
[3] Jung, Lee Hee, Soo, Kang Myung, (2012), The
effect of brand experience on brand relationship
quality, Academy of Marketing Journal, vol. 16,
issue 1, pp. 57-98
[4] Luca Florin Alexandru, Ioan Corina Anamaria
(2012), Developing Personal Branding by Using
Social Networks, Sixth International Conference
GEBA 2012 - Globalization And Higher Education
In Economics And Business Administration, ISBN:
978-973-703-766-4
[5] Macaulay, Ann, (2007), Selling the employer
brand, Canadian HR Reporter, vol. 20, issue 20, pp.
18-21
[6] Maitland, Alison, (1998), Art of self-promotion:
management women, Financial Times, pp. 27
[7] Mitch, Joel, (2009), The importance of your
personal brand, The Vancouver Sun, Business
section
[8] Moore, Monica, (2010), Build A Personal
Leadership Brand to Advance Your Career,
Women in higher Education, vol. 19, issue 6, pp. 22
[9] Morgan, Mark (2011), Personal Branding
Create your Value Proposition, Strategic Finance,
pp. 13
Cri de referin
[1] Aaker, David, (2006),
Strategia
portofoliului
de
brad,
Editura
Brandbuilders, Bucure ti,
[2] Crmida, Cristian, (2009), Brand and branding,
vol 1, Ed. Brandmark, Bucuresti
[3] Crmida, Cristian, (2010), Brand and branding.
Valoarea brandului, vol. 2, Ed Brandmarket,
Bucuresti
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