Personal Brand Creation In The Digital Age: Theory, Research And Practice

PERSONAL BRAND CREATION IN THE DIGITAL AGE Theory, Research and Practice Mateusz Grzesiak Personal Brand Creation in the Digital Age Mateusz Grzesiak Personal Brand Creation in the Digital Age Theory, Research and Practice Mateusz Grzesiak Warsaw, Poland ISBN 978-3-319-69696-6 ISBN 978-3-319-69697-3 (eBook) https://doi.org/10.1007/978-3-319-69697-3 Library of Congress Control Number: 2017957652 © The Editor(s) (if applicable) and The Author(s) 2018 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: © Bitboxx.com Printed on acid-free paper This Palgrave Pivot imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland CONTENTS 1 Introduction References 2 Personal Branding: Its Essence, Goals and Classification History of Personal Branding Personal Branding in Contemporary Marketing The Goals of Personal Branding Ways of Shaping a Personal Brand Storytelling Brand Visualization Brands as a Suggestive and Coherent Marketing Medium Levels of Awareness of the Existence of a Personal Brand Challenges for Personal Branding in the Era of Globalization Hofstede’s Cultural Model Gesteland’s Model Strategies for Shaping a Personal Brand Within the Context of Globalization References 3 Personal Branding and the Challenges of the Information Revolution Traditional Ways of Shaping a Personal Brand 1 6 7 7 10 13 17 18 19 19 22 23 23 25 26 29 35 35 v vi CONTENTS The Marketing Potential of the Internet The Development of Digital Marketing Expenditures for Online Advertising The Development of E-commerce Growth in the Number of Internet Users Smartphonization Advantages of Social Media E-branding and Traditional Branding Traditional Branding Cha