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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]
Reis propagates her branding mantra, "think about other people. Think about the impressions you are making on friends, neighbors, business associates. Think about your brand." [18] Creating a personal branding strategy is an effective way to attract audience attention. She gives the example of Marissa Mayer, CEO Yahoo.
When we say that a brand has a positive brand-image, it means that the brand has established some strong, favorable and unique associations with the consumer's self-image [8] (e.g. iPods have a strong and explicit image of being trendy, fashionable and high-tech, a combination of brand image that is unique and valued by young people). These ...
Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall) is the ability of the customer retrieving the brand correctly from memory. [11] Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to ...
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company."
For example, Crossfit is a lifestyle brand which encompasses the idea of pushing yourself for your fitness. This idea is consistent on a global level. This idea is consistent on a global level. Through this lifestyle, consumers or participants have the opportunity to feel a part of a group of healthy, motivated fitness fanatics.
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A second method of emotional branding is making a literal statement about a product and its association to emotion. An example of this can be seen in a 1966 Hamlet Cigar ad that states "Happiness is a cigar called Hamlet." [17] This associates the brand with a particular emotion in the most literal way possible.