Grzesiak, Mateusz
Personal Brand Creation in the Digital Age : Theory, Research and Practice Mateusz Grzesiak - Cham : Springer, c2018. - xvi, 185 p. : ill. ; 22 cm. - Palgrave pivot . - Palgrave pivot .
Intro; Contents; List of Figures; List of Tables; Chapter 1: Introduction; References; Chapter 2: Personal Branding: Its Essence, Goals and Classification; History of Personal Branding; Personal Branding in Contemporary Marketing; The Goals of Personal Branding; Ways of Shaping a Personal Brand; Storytelling; Brand Visualization; Brands as a Suggestive and Coherent Marketing Medium; Levels of Awareness of the Existence of a Personal Brand; Challenges for Personal Branding in the Era of Globalization; Hofstedeś Cultural Model; Gestelandś Model.
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.
9783319696966
Branding (Marketing)
Social media--Economic aspects
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Branding (Marketing)
Social media--Economic aspects
650 GR PE
Personal Brand Creation in the Digital Age : Theory, Research and Practice Mateusz Grzesiak - Cham : Springer, c2018. - xvi, 185 p. : ill. ; 22 cm. - Palgrave pivot . - Palgrave pivot .
Intro; Contents; List of Figures; List of Tables; Chapter 1: Introduction; References; Chapter 2: Personal Branding: Its Essence, Goals and Classification; History of Personal Branding; Personal Branding in Contemporary Marketing; The Goals of Personal Branding; Ways of Shaping a Personal Brand; Storytelling; Brand Visualization; Brands as a Suggestive and Coherent Marketing Medium; Levels of Awareness of the Existence of a Personal Brand; Challenges for Personal Branding in the Era of Globalization; Hofstedeś Cultural Model; Gestelandś Model.
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.
9783319696966
Branding (Marketing)
Social media--Economic aspects
BUSINESS & ECONOMICS / Industrial Management
BUSINESS & ECONOMICS / Management
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Organizational Behavior
Branding (Marketing)
Social media--Economic aspects
650 GR PE