Personal branding

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Personal branding is the process whereby people and their careers are marked as brands.^[1] It has been noted that while previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.^[2] The term is thought to have been first used and discussed in an 1997 article by Tom Peters.^[3]

Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g., Trump Steaks).

[edit] See also

• Employee branding
• Brand management

[edit] References

1. ^ Daniel J. Lair, Katie Sullivan, and George Cheney (2005). Marketization and the Recasting of the Professional Self. Management Communication Quarterly 18 (3): 307–343.
2. ^ Lair, Sullivan, and Cheney.
3. ^ Tom Peters. "The brand Called You", Fast Company, Mansueto Ventures LLC., August 1997, pp. 83. 

[edit] Further reading

• George Cheney, and Craig Carroll (1997). "The Person as Object in Discourses in and Around Organizations". Communication Research 24 (6): 593–630. doi:10.1177/0093650297024006002. 
• Levine, Michael (2003). "The Celebrity brand", branded World: Adventures in Public Relations and the Creation of Superbrands. John Wiley & Sons Inc.. ISBN 0471263664.