Personal branding

Personal branding

Personal branding is the process whereby people and their careers are marked as brands. [Daniel J. Lair, Katie Sullivan, and George Cheney (2005). " [http://mcq.sagepub.com/cgi/content/abstract/18/3/307 Marketization and the Recasting of the Professional Self"] . Management Communication Quarterly 18 (3): 307–343.] It has been noted that while previous self-help management techniques were about self-"improvement", the personal branding concept suggests instead that success comes from self-"packaging". [Lair, Sullivan, and Cheney.] The term is thought to have been first used and discussed in an 1997 article by Tom Peters. [cite news|url=http://www.fastcompany.com/magazine/10/brandyou.html|title=The brand Called You|issue=10|date=August 1997|pages=83|author=Tom Peters|work=Fast Company|publisher=Mansueto Ventures LLC.]

Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g., Trump Steaks).

ee also

*Employee branding
*Brand management

References

Further reading

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