Overview
- Explores personal branding as an economic tool for business success and economic growth
- Provides tools for professionals to manage personal brands strategically, effectively and consistently
- Features real world case examples from contemporary figures such as Barack Obama, Elon Musk, Dwayne Johnson, Jeff Bezos and Oprah Winfrey
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (9 chapters)
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Front Matter
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Personal Brand Development & Positioning Strategy: Defining, Discovering, and Delivering a Brand
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Front Matter
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Strategic Implementation & Personal Brand Growth: Marketing and Monetizing a Brand in the New Economy
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Front Matter
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Personal Brand Protection & Equity Management: Legally Protecting, Managing, and Growing a Brand’s Economic Value
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Front Matter
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Back Matter
Keywords
About this book
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 consequenceof 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.
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Personal Brand Management
Book Subtitle: Marketing Human Value
Authors: Talaya Waller
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-030-43744-2
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-43743-5Published: 16 April 2020
eBook ISBN: 978-3-030-43744-2Published: 15 April 2020
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XVI, 164
Number of Illustrations: 3 b/w illustrations, 1 illustrations in colour
Topics: Marketing, Entrepreneurship, Management