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Developing Personal Brands

Developing Personal Brands

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Published by revoheaven
 The author is an experienced brand consultant, who has many years’ experience in brand planning, marketing strategies and integration of communication planning and implementation.
 Once worked as senior manager in multi-national and local companies in marketing consulting and integrating communications fields, experienced in strategic planning. He formerly worked for CNC and was responsible for brand management.
 Providing brand strategies, communication strategies and implementation and training service for many international and local clients. The brands include: FAW-Volkswagen, Jetta Cars, 263 Internet Communications, Dangdang Website, Aucma Air-conditioner, FAW Toyota, Tour in Sichuan, CNC, LG, Beijing Yanli Food, and more.
 He constantly ponders and develops professional settlement methods in marketing, branding and communication fields, etc. Lots of articles have been published in professional media such as International Advertising, AD PANORAMA, Advertising Pointer, China Marketing Communication Website (EMKT) and so on.
 You are welcome to discuss your ideas and express your opinions with the author.
Tel: 13901385424 E-mail: lei.sun@revobranding.com
 The author is an experienced brand consultant, who has many years’ experience in brand planning, marketing strategies and integration of communication planning and implementation.
 Once worked as senior manager in multi-national and local companies in marketing consulting and integrating communications fields, experienced in strategic planning. He formerly worked for CNC and was responsible for brand management.
 Providing brand strategies, communication strategies and implementation and training service for many international and local clients. The brands include: FAW-Volkswagen, Jetta Cars, 263 Internet Communications, Dangdang Website, Aucma Air-conditioner, FAW Toyota, Tour in Sichuan, CNC, LG, Beijing Yanli Food, and more.
 He constantly ponders and develops professional settlement methods in marketing, branding and communication fields, etc. Lots of articles have been published in professional media such as International Advertising, AD PANORAMA, Advertising Pointer, China Marketing Communication Website (EMKT) and so on.
 You are welcome to discuss your ideas and express your opinions with the author.
Tel: 13901385424 E-mail: lei.sun@revobranding.com

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Published by: revoheaven on Mar 30, 2009
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07/08/2010

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Stop Showing off, Start Developing Brands—Management of Entrepreneurs’ Personal Brands
(First published in
Modern Weekly,
Business version, Brand Thinking)
The author is an experienced brand consultant, who has manyyears’ experience in brand planning, marketing strategies andintegration of communication planning and implementation.
Once worked as senior manager in multi-national and localcompanies in marketing consulting and integratingcommunications fields, experienced in strategic planning. Heformerly worked for CNC and was responsible for brandmanagement.
Providing brand strategies, communication strategies andimplementation and training service for many international andlocal clients. The brands include: FAW-Volkswagen, Jetta Cars,263 Internet Communications, Dangdang Website, Aucma Air-conditioner, FAW Toyota, Tour in Sichuan, CNC, LG, Beijing YanliFood, and more.
He constantly ponders and develops professional settlementmethods in marketing, branding and communication fields, etc.Lots of articles have been published in professional media suchas
International Advertising, AD PANORAMA, Advertising Pointer, China Marketing Communication Website (EMKT)
andso on
.
You are welcome to discuss your ideas and express youopinions with the author.Tel: 13901385424 E-mail: lei.sun@revobranding.com
Entrepreneurs’ personal brands should be managed, as one part of the enterprise’sbrand composition management, so that the competitive force of the entrepreneurs’  products and services can be enhanced, the brand image of the enterprise can beadvanced and greater achievements can be obtained.
 
In 1980, Iacocca, as the CEO of Chrysler Group, appeared in the caadvertisements of his corporation. Recently, Wang Yan personally appeared andrecommended his “iask” search engine on Sina’s website. The similarities betweenthe two are: they are both entrepreneurs and social celebrities. Apparently, they boththink it will help to promote the sales of their products and establish the fame their enterprise if they associate their own personal images to them. Many similar casescan be found, apart from that of Iacocca and Wang Yan, such as Jack Welch,Gerstner, Bill
 
Gates, Zhang Ruiming, Wang Shi, Li Dongsheng. These people are allentrepreneurs with great social reputation.Maybe some of the behaviors above would be considered as showing off.However these acts may contain profound reasons as to how these entrepreneursbecome celebrities. It is worthwhile to look deeper and ask questions into thesebehaviors to acquire better understanding of the reasons behind them. Why do theentrepreneurs bear so much social reputation? How will it affect the business behindthese entrepreneurs if they become celebrities? Will the influence be positive or negative? How can we manage this kind of influence effectively?The basic theories of branding can be used here to answer these questions andmake further explanations. On the basis of these theories, further rules can bedetermined and methods available can be found, so that the management goals of the enterprise can be achieved through systematic brand management framework,methods and tools.
Famous enterprises Supporting Reputed Entrepreneurs
Vanke
Real EstateChallenges
Chart I Wang Shi’s Personal Brand Perception
Mobile Phones 
Success
WangShi
MountainClimbing
Accomp
 
The secret of the entrepreneurs’ personal brand can be explored through theexample of “Wang Shi”.When you hear the name Wang Shi, What the first thing you think of? I believeat the first few moments these images will appear in your mind: President of Vanke,the leading figure of the real estate sector in China, a fan of mountain climbing, acelebrity actively participating in various public activities.Although different memories, associations and perceptions may appear indifferent peoples’ minds for “Wang Shi”, these are only the various images in our minds of him. As for Wang Shi’s experiences, characteristics and the behavior of “Climbing the Himalayas”, people of different classes, social backgrounds, lifeexperiences and values will hold different attitudes and opinions.The term personal brand can be defined as: The sum of the perceptions towardsa particular person, which exist in our minds.As Leonardo Da Vinci’s excellent foundation in art is proven by the
Mona Lisa,
Leoh Ming Pei’s character is expressed by the pyramid of Musée du Louvre inFrance, and Zhang Yimou’s director status is founded on the basis of the movie
Raise the Red Lantern.
Because these
 
individuals, with different identities andbackgrounds, possess outstanding talents, they have achieved great success.Through this success they have obtained common recognition and are marked withpersonal brands.

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