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Published by: Javaworldcongress on Dec 04, 2011
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03/10/2013

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T
hema
tic
 
P
esenta
tion
©
Java World Congress
All rights
rese
ved.
Java World Congress, Java World Congress Logo and Illustration are either registered trademarks
or 
treadmar k
of 
Java World Congress
in Sri
Lanka and/or Other Countries.
Aligning Personal Brand With Corporate
 
Brand
Prof.Dr. HubertRampersad
 President, Personal Branding 
University
Miami, Florida,
USA
Aligning personal brand with the corporate brand has an impact on the organizational bonding of the
emplo
y
ees
.
 
T
his
energizes them and gives them the proud feeling that they
c
oun
t
,
that they are
appreciated
as human beings and
tha
t
they make a useful and valuable
contribution
to the organization. Employees are stimulated in this way to commit
and
focus on those activities that create value for 
clien
ts
.
 
This
will create a strong
ounda
tion
of peace and stability
upon
which creativity and growth can flourish, and life within the company
will
 become a more harmonious
e
xperienc
e
.
 
T
his
has an
important
impact on employee
engagemen
t
.
Lack of 
engagement
is
endemic
,
and is causing large and smallorganizations all over the world to incur excess
c
osts
,
under perform on critical
tasks
,
and create
widespread customer 
dissa
tisfac
tion.
I
ncr 
easingly
,
successful companies are
 beginning
to recognize that good brand relationships with their employees
ar 
e
more
important
than good brand relationships with their 
cust
omers
.
 
They
understand
that employees should be
happ
y
first in order to make the customers happy and that corporate brand loyalty starts with
emplo
y
ee
s
 
engagemen
t
.
 
T
his
can be realized by aligning the
emplo
y
ee
s
brand with the corporate
 br 
and
.
 
This
article proposes a successful
method
t
o
realize
this
.
Alignment is
needed
 because staff members
don
t
work with devotion or expend energy on
something
they do
not
 believe in or agree with.
If 
there is an effective match
 between
their interests and those of the
c
ompan
y
,
or 
if 
their 
v
alues
and the
c
ompan
y
s
values align, they
will
 be
engaged
and
will
work with greater 
commitment
and dedication
t
o
w
ar 
ds
realizing the company
objec
tiv
es
.
Identification with the corporate brand is the most
important
motive for them
t
o
dedicate themselves actively to the corporate objectives and to maximize their 
 pot
en
tial
.
When your personal brand iscompatible with your 
c
or 
 pora
t
e
s
brand and combined in the best interest of both
 par 
ties
,
the results
will
 be higher 
 br 
and
equit
y
,
brand
loyalty,
and happy
stakeholders
.
Doing work related to your personal and corporate brand that is
in
t
er 
est
-
ing
,
exciting and provides learning
opportunities
has become a key personal
dr 
iv
er 
.
 
T
he
emphasis here lies in
in
tr 
insic
motivation.
I
n
tr 
insic
motivation is inherently pleasurable and it arises from within; most people do
something because
they enjoy doing it and love
it.
People work harder and better when they perceive that they are treated as human
 beings
and when they do interesting and challenging
w
or 
.
 
©
Java World Congress
All rights
rese
ved.
Java World Congress, Java World Congress Logo and Illustration are either registered trademarks
or 
treadmar k
of 
Java World Congress
in Sri
Lanka and/or Other Countries.
T
hema
tic
 
P
esenta
tion
Does an Authentic Personal Brand emerge froman Enlivened Consciousness resulting in Enhanced SocialCapital
Prof. Lakshman Madurasinghe, Ms (Psy)., PhD.,
 Attorney-at-Law
;
Consultant 
 P 
 sy
cholo
 gist 
Chairperson-Planning 
and 
Strategic
 Development- JWC 
Secretary General, Chamber 
of 
Chartered Java Professionals,
Greece/USA
 President, Maharishi
 Institute of Advanced 
Technology,
SL
c
b
Humans are social
animals
.
 
From time immemorial history is replete with a plethora of examples of how humans
interacted
with
family,
small
g
oups
,
society
,
country and the world at large to
tr ansac
t
his
 business
.
 
While
these social contacts are salutary to building health
net
w
or 
ks
,
others have
used
them to build tension, conflict and anxiety in our 
dealings
.
 
While
interacting with a global village
w
e
observe how the multi-faceted
technology
and
communication
expansions have
 brought
us veryclose to each other redefining the old
 bounda
ies
.
I
n
these ever increasing social interactions it has become clearer that myriad of everyday
in
t
er 
ac
tions
 between
 people have led to the creation of social
capital
.
We cannot say with any certainty where it is
loca
t
ed
.
Some surmise that it may be located within the individual person or within the social
struc
-
tur 
e
.
But deeper research has shown us that it is located in the space
 between
 people
.
 
T
her 
ef 
or 
e
it is
not
the prerogative of any
government
or social institution but is based on the interactions of 
humans
with other humans based on principles of 
trust
,
mutual reciprocity and norms of 
action.
While
the
ounda
tions
of a multi-cultural ethos could be laid using tolerance and
civility, I
 believe
tha
t
we should reach a stage where we
understand
and feel for other humans even without express
c
om
-
munication, a level
I
 believe is possible
though
new neural
 pa
th
w
a
y
s
.
A
s
 
F
ancis
 
F
ukuy
ama
 
(1999)
 
in
t
epr 
ets
 
social
 
capital
 
is
 
an
 
instantia
t
ed
 
inf 
or 
mal
 
norm
 
tha
t
 
 pr 
omot
es
 
cooperation between
two or more
individuals
.
 
T
he
norms that
constitute
social capital can
ange
from a norm of reciprocity
 between
two
fr 
iends
,
all the way up to complex and elaborately
ar 
ticula
t
ed
doctrines like Christianity or Confucianism.
They
must be
instantiated
in an actual human
elationship:
the norm of reciprocity exists in
 potentia
in my dealings with all
 people
,
but is actualized only in
m
y
dealings with my
fr 
iends
.
 
By
this definition,
trust
,
 
net
w
or 
ks
,
 
civil
societ
y
,
and the like which have
 been
associated with social capital are all
epiphenomenal
,
arising as a result of social capital but not
c
onsti
-
tuting social capital
itself 
.
Social
capital has the most beneficial effect on society is characterized by
c
ompet
enc
e
,
 
c
ommitmen
t
,
char 
ac
t
er 
,
and
consciousness—that
is,
the direct
development
of human consciousness through
a
technology
of 
medita
tion.
esear ch
also indicates that an
authentic
 personal brand emerges from a search for 
one
s
true
identit
y
and meaning in
life,
doing what one loves and developing oneself 
c
on
tinuously
.
 
An
Authentic Per-sonal Brand should always reflect
one
s
true
char 
ac
t
er 
,
and should be built on
one
s
 
v
alues
,
 
str 
engths
,
uniqueness
,
and genius which then adds meaning and value to what he brings to society thus
esult
-
 
©
Java World Congress
All rights
rese
ved.
Java World Congress, Java World Congress Logo and Illustration are either registered trademarks
or 
treadmar k
of 
Java World Congress
in Sri
Lanka and/or Other Countries.
T
hema
tic
 
P
esenta
tion
ing in
enhanced
social
capital
.

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