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Personal branding is a strategic process aimed at creating, positioning, and maintaining a positive public perception of oneself by leveraging unique individual characteristics and presenting a differentiated narrative to a target audience. [1] The concept is based on two main theoretical foundations: marketing theory and self-presentation ...
On the marketing level, companies gain an enduring competitive advantage by utilizing the association between brand and self-concept. This type of association is difficult for competitors to imitate. For example, in a sport consumption context, when consumer fans identify with the team (i.e., a branded organization) and rally together in ...
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Last week, we told you why it's important to have a personal brand, and how you can define your own. This week, we're going to talk about marketing your brand. There are a lot of ways to promote ...
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
One-to-one marketing [7] refers to marketing strategies applied directly to a specific consumer. Having knowledge of the consumer's preferences, enables suggesting specific products and promotions to each consumer. One-to-one marketing is based on four main steps in order to fulfill its goals: identify, differentiate, interact, and customize. [8]
A lifestyle brand is a brand that is intended to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes. [1] Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life.
Sales promotion has a tactical, rather than strategic role in marketing communications and brand strategy, it is also a form of advertisement used within a short period of time. Researchers Farhangmehr and Brito reviewed the definitions of sales promotions in marketing texts and journals and identified a set of common characteristics of sales ...