Waller Personal Brand Management

Marketing Human Value
1. Auflage 2020
ISBN: 978-3-030-43744-2
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 170 Seiten

Reihe: Management for Professionals

This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines.
Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book's conceptual framework explains the theory and practice behind personal branding to accomplish this synergism.
The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this 'personal' engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.

Talaya Waller, M.B.A., D.B.A. is an international personal branding consultant and professor. In 2014, she founded Waller & Company to provide research-based, data-driven personal brand strategies for CEOs, top-level executives, and industry leaders looking to position their expertise and increase business revenue. From Fortune 500 companies to royal dignitaries, she's worked with a diverse range of clients to develop personal brands that target the audiences they want to reach. As of 2020, her methodology is being developed into a patent-pending software that integrates data and personal brand management within universities and corporations.
As an adjunct professor at Maryland Institute College of Art and a guest professor at Pontifícia Universidade Católica do Rio Grande do Sul in Brazil, Dr. Waller has taught Personal Brand Management around the world. She has been a visiting professor at several leading universities and has delivered personal branding lectures to Business Marketing students in the United States, Poland, Australia, Switzerland, Chile, South Korea, and South Africa. After publishing a study about mobile game technology, marketing, and entrepreneurship, she was awarded the Presidential Alumni Research Dissemination Award for her innovative qualitative approach to personal branding research.
In addition to her academic and consulting work, Dr. Waller is an in-demand public speaker and thought leader. Notably, in 2018, Dr. Waller was invited to present a TEDx titled 'The Future of Branding is Personal,' which went viral. Dr. Waller's work has been featured in Refinery29 and she has been featured on TV news outlets and in publications such as New York Magazine, Forbes, Fast Company, Business Insider, and The Chronicle of Higher Education.

Autoren/Hrsg.

Waller, Talaya

Inhaltsverzeichnis

1;Preface;6
2;Acknowledgements;8
3;Contents;9
4;About the Author;15
5;1 An Introduction to Personal Branding;17
5.1;Personal Branding: Why All the Buzz?;17
5.2;Personal Branding Is Different;18
5.3;Personal Branding Defined;19
5.4;Personal Branding Is Everywhere;20
5.5;A Brief History of Personal Branding;22
5.6;Practical Applications of Personal Branding for Individuals and Corporations;23
5.7;Personal Brand Management;24
5.8;Theory Versus Practice;26
5.9;A Personal Brand as a Financial Asset;29
5.10;References;30
6;Personal Brand Development & Positioning Strategy: Defining, Discovering, and Delivering a Brand;33
7;2 What Is a Personal Brand?;34
7.1;Learning Objectives;34
7.2;Introduction;34
7.3;What Is a Personal Brand?;35
7.4;The Impact of Personal Brands Identity on Corporate Brand Identity;36
7.5;Establishing Core Values;37
7.6;Brand Identity Versus Brand Image–What Is the Difference?;37
7.7;Personal Brand Image;38
7.8;Brand Name and Visual Identity;38
7.9;The Importance of Brand Names with Marketing Expert Laura Ries;39
7.10;Making the “Personal” Visible with the Brand;40
7.11;Brand Snapshot;41
7.11.1;Frida Kahlo and Her “Selfie”;41
7.12;Brand Personality;42
7.13;Brand Snapshot;43
7.13.1;Coco Chanel’s “Practical” Luxury Personality;43
7.14;Personal Brand Associations;44
7.15;Brand Snapshot;45
7.15.1;Victoria Beckham and the Posh Association;45
7.16;Brand Mantra;46
7.17;Brand Heritage;46
7.18;Brand Snapshot;47
7.18.1;Barack Obama’s Brand Heritage;47
7.19;Conclusion;47
7.20;Discussion Questions;48
7.21;References;48
8;3 Discovering Your Target Audience;52
8.1;Learning Objectives;52
8.2;Introduction;52
8.3;The Power of Consumer Data and Analytics;53
8.4;Brand Snapshot;54
8.4.1;Research and Targeting, Donald Trump and Cambridge Analytica;54
8.5;Finding the Best Audience;56
8.6;Brand Snapshot;57
8.6.1;Oprah Winfrey—Developing a Cult Brand;57
8.7;Market Segmentation;58
8.8;Brand Snapshot;60
8.8.1;Elon Musk Versus Stakeholders;60
8.9;Creating Audience Personas;61
8.10;Conclusion;61
8.11;Discussion Questions;62
8.12;References;62
9;4 Positioning for a Competitive Advantage;65
9.1;Learning Objectives;65
9.2;Introduction;65
9.3;Positioning Theory;66
9.4;Thought-Leaders Positioning Themselves;67
9.5;Why Does First Matter?;67
9.6;Brand Snapshot;68
9.6.1;Employee Branding and Internal Brand Positioning at Southwest Airlines;68
9.7;Positioning Within an Organization;69
9.8;Professional Brand Positioning with Résumés;70
9.9;Positioning for Profit;70
9.10;CEO Positioning and Competition;71
9.11;Brand Snapshot;71
9.11.1;Competing Computers: Bill Gates Versus Steve Jobs;71
9.12;“SWOT”-ing the Competition;73
9.13;Brand Snapshot;73
9.13.1;Repositioning the Image of Robyn “Rihanna” Fenty;73
9.14;Differentiation;74
9.15;Points of Differentiation (POD) Versus Points of Parity (POP);75
9.16;Brand Snapshot;75
9.16.1;Political Branding, Bush Versus Dukakis;75
9.17;Conclusion;76
9.18;Discussion Questions;77
9.19;References;77
10;Strategic Implementation & Personal Brand Growth: Marketing and Monetizing a Brand in the New Economy;80
11;5 Marketing Personal Brands;81
11.1;Learning Objectives;81
11.2;Introduction;81
11.3;Marketing Personal Brands and Building Consumer Relationships;82
11.4;Making an Impression;83
11.5;Competing for Visibility;84
11.6;Likeability;84
11.7;Brand Snapshot;85
11.7.1;Hillary Clinton and the Likeability Factor;85
11.8;Content Marketing;86
11.9;Storytelling Through Media;87
11.10;The Rise of Social Media Platforms;88
11.11;Brand Snapshot;90
11.11.1;From Zucknet to Facebook;90
11.12;Owning the Platform;91
11.13;Choosing the Right Marketing Mix;91
11.14;Integrated Marketing System;94
11.15;Brand Snapshot;95
11.15.1;Kevin Hart: Funny Man and Marketing Mogul;95
11.16;Conclusion;97
11.17;Discussion Questions;98
11.18;References;98
12;6 The Monetization of Personal Brands;102
12.1;Learning Objectives;102
12.2;Introduction;102
12.3;Monetization in a Global Economy;103
12.4;Monetizing a Personal Brand;103
12.5;Brand Architecture;104
12.6;Traditional Celebrity Endorsements;105
12.7;Attention Pays;106
12.8;Brand Snapshot;107
12.8.1;Paris Hilton, Heritage Meets Selfies as an Influencer Brand;107
12.9;The Value of Personal Influence;108
12.10;Brand Snapshot;108
12.10.1;Cristiano Ronaldo, Top Athlete Influencer;108
12.11;Tiers of Influence;109
12.12;Thought-Leadership;111
12.13;Brand Snapshot;112
12.13.1;Dr. Oz, Healthcare Thought-Leader;112
12.14;Conclusion;113
12.15;Discussion Questions;114
12.16;References;114
13;Personal Brand Protection & Equity Management: Legally Protecting, Managing, and Growing a Brand’s Economic Value;117
14;7 Legally Protecting Personal Brand Equity;118
14.1;Learning Objectives;118
14.2;Introduction;118
14.3;Maintaining Ownership of a Personal Brand;119
14.4;Brand Snapshot;119
14.4.1;KFC Colonel Sanders the Face of the Brand;119
14.5;Personality and Publicity Rights Meets Reality TV;120
14.6;Intellectual Property Rights;121
14.7;The Importance of Intellectual Property Law with Legal Expert Moraima Ivory;122
14.8;Trademarking a Personal Name;123
14.9;Brand Snapshot;124
14.9.1;What’s in a Name? Case of Babe Ruth Versus Baby Ruth;124
14.10;Brand Attributions on Social Media;124
14.11;Protecting Brand Ownership of Digital Property;126
14.12;Brand Snapshot;126
14.12.1;Beyoncé the Queen Bee of Her Intellectual Property;126
14.13;Brands Under Contract;127
14.14;Brand Snapshot;127
14.14.1;Prince Versus Warner Bros from Person to Symbol;127
14.15;Conclusion;129
14.16;Discussion Questions;129
14.17;References;129
15;8 Personal Brand Reputation Management;132
15.1;Learning Objectives;132
15.2;Introduction;132
15.3;The Risk of Visibility;133
15.4;Impression Management;134
15.5;Reputation and Trust;135
15.6;Executive Reputation;136
15.7;Gig Economy and Reputation Scores;136
15.8;Brand Threats and Online Reputation Management;137
15.9;Brand Snapshot;138
15.9.1;Comedians and Cancel Culture;138
15.10;Crisis Communications;139
15.11;Steven Fink on Crisis Management;139
15.12;Preparing for a Crisis;140
15.13;Brand Snapshot;141
15.13.1;Judy Smith, the Real Olivia Pope;141
15.14;Digital Crisis Communications;142
15.15;Building Trust Online;143
15.16;CEOs and Crisis Management;144
15.17;Brand Snapshot;144
15.17.1;Jeff Bezos Versus the National Enquirer;144
15.18;Conclusion;145
15.19;Discussion Questions;146
15.20;References;146
16;9 Strategies for Managing Personal Brand Equity;149
16.1;Learning Objectives;149
16.2;Introduction;149
16.3;Authenticity Versus Branding;150
16.4;Authenticity Within Organizations;151
16.5;Authenticity Online;152
16.6;Brand Snapshot;152
16.6.1;Ellen Degeneres, Bravery, and Authenticity;152
16.7;Rebranding and Repositioning;153
16.8;Brand Snapshot;154
16.8.1;Rebranding from “The Rock” to Dwayne Johnson;154
16.9;What Is Personal Brand Equity?;155
16.10;Translating Brand Identity into Brand Equity;155
16.11;Measuring Personal Brand Value;156
16.12;Brand Snapshot;156
16.12.1;Measuring the Value of Air Jordan;156
16.13;David Falk on Determining Brand Value;157
16.14;Tracking Personal Brand Equity;158
16.15;Brand Audit;159
16.16;Brand Snapshot;160
16.16.1;Ruhnn Holdings: Scaling a Company on a Brand;160
16.17;Conclusion;160
16.18;Discussion Questions;161
16.19;References;161
17;Afterword;164
18;Index;169