Abstract
Strategic personal brand management is a heuristic process that analyzes internal and external market factors to determine the best positioning for a brand. Brand management takes into account the current brand identity and determines the most desirable category or associations in the audience’s mind to increase equity for the personal brand. Personal brands must stand out by differentiating themselves in their target audience’s minds using tangible and intangible components of their brand such as image, personality, and strengths. However, in largely competitive industries and job markets, these assets are often not enough to differentiate a brand. Beyond the initial benefits of someone’s work, consumers will make decisions, not based on an assessment of functional value offered, but instead based on brand awareness and positioning.
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Notes
- 1.
Unpublished interview with Laura Ries conducted by Dr. Talaya Waller. 4 December 2019. Washington D.C.
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Waller, T. (2020). Positioning for a Competitive Advantage. In: Personal Brand Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-43744-2_4
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