IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-030-43744-2_4.html
   My bibliography  Save this book chapter

Positioning for a Competitive Advantage

In: Personal Brand Management

Author

Listed:
  • Talaya Waller

    (Waller & Company Personal Branding Consulting)

Abstract

Strategic personal brand management is a heuristic process that analyzes internal and external market factors to determine the best positioningPositioning for a brand. Brand management takes into account the current brand identityBrand 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.

Suggested Citation

  • Talaya Waller, 2020. "Positioning for a Competitive Advantage," Management for Professionals, in: Personal Brand Management, chapter 0, pages 51-65, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-43744-2_4
    DOI: 10.1007/978-3-030-43744-2_4
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-030-43744-2_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.