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A strategic approach to self-branding

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  • Joel R. Evans

Abstract

Self-branding – which reflects how an individual wants to be perceived by employers, potential employers, clients, professional peers, and others in a way that will enhance their personal image – requires a careful, systematic, and adaptive strategy. To place self-branding in the proper context, we begin with the concept of branding as it relates to the sub-set of self-branding. We present an overview of brand management, brand longevity, global issues, and brand communications; and discussions of brand personality and positioning, brand equity, and corporate branding. Then, we investigate strategic self-branding, including: an overview of self-branding, the steps involved in self-branding, self-brand differentiation/positioning, mastering the self-brand, self-brand management and re-invention, and creating and sustaining an online self-brand.

Suggested Citation

  • Joel R. Evans, 2017. "A strategic approach to self-branding," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(4), pages 270-311, October.
    • Handle: RePEc:taf:jgsmks:v:27:y:2017:i:4:p:270-311
    DOI: 10.1080/21639159.2017.1360146
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