Personal branding on social media - The characteristics of strong personal brands in Finland

The purpose of the study is to define the characteristics of strong personal brands on social media in Finland. Personal branding as a phenomenon is no longer limited to celebrities and political leaders. The digital revolution and the change in online behavior have created the need for a deeper investigation of the characteristics of strong personal brands on social media. The work of different academics on personal branding are examined to gain a comprehensive understanding on this research topic that has gone through a revolution during the last decade. Early impression management theory is refined to include elements from more modern literature related to personal branding, brand identity management and social media to create a theoretical framework that simplifies the process of personal brand building on social media. The framework consisting of three phases clarifies the process of modern personal branding. The results of the study are presented in line with three research themes derived from the theoretical framework: the background of the brand, the brand identity management and the social media behavior and activities. Mixed methods are used in the research as means to broaden perception on the subject. The quantitative part of the study defines general characteristics concerning the most follower personal brands in Finland in three social media channels – Facebook, Instagram and Twitter. The other part of the research was conducted by single case study including two Finnish personal brands cases to provide a deeper understanding of personal branding practices of strong social media personal brands. The results of the study show that the most used social media channels differ in terms of the personal brand characteristics and personal branding activities. Due to the characteristics of the channels also the post activities of the personal brands differ quite significantly. It can be also inferred that there is a difference between brands with an existing offline awareness and the brands with no awareness before joining the social media. In order to reduce the gap between the ideal brand image and the current image, the brand should have a clear vision as well as a good understanding of the target group and the value it creates for its target audience. The brand identity needs to be managed by communicating with the target audience authentically in the right channels, with relevant content. The dedication, the target group’s behavior and the ability to create valuable and relevant content determines the right tactics for social media personal branding.  

Personal branding practices of adolescents on Instagram

The aim of this bachelor’s thesis was to explore adolescents’ personal branding practices in the social media environment of the photo and video sharing mobile application Instagram. As the theoretical background for personal branding is quite limited, this thesis combined concepts of personal branding and self-presentation to answer the research problems. Empirical data was collected by conducting semi-structured individual interviews with 10-14-year-old adolescent girls. The photo-elicitation method was utilized in the interviews as the participants were requested to present and discuss their Instagram accounts. The concepts of personal brand identity and personal brand positioning were found to be suitable descriptions to adolescents’ personal branding practices on Instagram. It was found that adolescents consciously consider what kind of personal brand identity they aim to portray to their audience and that authenticity of the personal brand identity is valued. Personal brand positioning, on the other hand, was found to be achieved through impression management: adolescents make strategic disclosure decisions regarding the content they post on their Instagram accounts in a way that the content is reflective of the personal brand identity. Posting brand-related user-generated content on one’s Instagram account was found to be one of the many disclosure decisions in personal brand positioning on Instagram and this type of content was very common on the participants’ accounts. Adolescents were also found to be interested in monitoring the audience reactions to their personal branding efforts.

Personal Branding, una profesión emergente

Una de las profesiones que más éxito está teniendo en la actualidad es la de Personal Branding. Con la implementación masiva de las redes sociales, cualquier persona con relevancia pública necesita contar con el asesoramiento de estos profesionales, para conseguir la mejor imagen posible.

La autopromoción del individuo como marca personal en el mundo laboral 3.0

La creació, anàlisi i implementació d’una marca pròpia online i offline com a forma d’autopromoció del valor individual en el món laboral. Amb aquesta finalitat es desenvoluparà una estratègia de comunicació personal que comprengui els coneixements, eines i recursos necessaris per convertir-se en l’opció preferent. L’elaboració d’aquesta estratègia estarà basada en un context real i avalada per casos d’èxit d’un bon Pla de Personal Branding i confrontada per autors de referència.

A elaboração e instituição do currículo mínimo de matemática no Rio de Janeiro

O currículo traz subjacente a si, as ideias de seu tempo, o olhar de sua sociedade para questões humanas e outras tacitamente políticas. Traz em seu escopo toda uma trama de heranças históricas e a marca pessoal daqueles que se dedicaram a sua construção. E desta forma, analisar as tramas de um currículo de matemática é muito mais que olhar uma sequência de conteúdos linearmente organizados. É, sobretudo, entender, que aquela construção foi tecida de forma a sustentar um corpo de ideias que diz sobre seu tempo. Esta pesquisa evidenciou o processo de elaboração e instituição do currículo mínimo pela Seeduc/RJ e trouxe questionamentos e inquietações de naturezas cognitivas e sociais. Uma primeira inquietação concerne ao descarte de conteúdos do currículo anterior, que configura agora, este novo currículo. Esse processo de elaboração e instituição refletiu a inexistência de diálogo entre os diversos segmentos sociais e profissionais do campo educacional. Interesses governamentais interferiram diretamente nos educacionais, subtraindo a democracia das ações de políticas públicas implementadas. Ficou evidente que não houve clareza conceitual quando dessa e em contraste até mesmo com propostas nacionais e a legislação vigente. Através do Currículo Mínimo buscou-se unificar toda a rede de ensino da Seeduc/RJ, dentro de uma perspectiva academicista limitada, desconsiderando as especificidades locais e de cada grupo. Desta forma, foi desconsiderada a dialética educacional e a retórica da matemática enquanto disciplina acadêmica, que é uma forma particular da relação social. O processo instituído evidencia uma visão de professores passivos e alunos considerados mínimos.

Digital inmigrants and digital natives expectation collection in the Andalusian Public Health System Virtual Library: communication with our users

The Andalusian Public Health System Virtual Library (Biblioteca Virtual del Sistema Sanitario Público de Andalucía, BV-SSPA) provides access to health information resources and services to healthcare professionals through its Website. This virtual environment demands higher users’ knowledge in order to satisfy of the need of information of our users, as digital natives as digital immigrants, improving at the same time the communication with all of them. 1. To collect clients' views and expectations according to their nature of digital natives and immigrants. 2. To know our online reputation. A Collecting User Expectation Questionnaire will be built, taking into account the segmentation of the BV-SSPA users’ professional groups of the Andalusian Public Health System. A pilot test will be run to check the survey dimensions and items about practices, attitudes and knowledge of our users. Two Quality Function Deployment (QFD) matrices will enable the BV-SSPA services to be targeted to our digital natives or digital immigrants, according to their nature, finding the best way to satisfy their information needs. We provide feedback on BV-SSPA: users can have the opportunity to post feedback about the site via the 'Contact us' section and comment about their experience. And Web 2.0 is a shop window, providing the opportunity to show the comments; and through time, our online reputation will be built, but the BV-SSPA must manage its own personal branding. Web 2.0 tools are a driver of improvement, because they provide a key source of insight into people's attitudes. Besides, the BV-SSPA digital identity will be analyzed through indicators like major search engine referrals breakdown, top referring sites (non search engines), or top search engine referral phrases, among others. Definition of digital native and digital immigrant profiles of the BV-SSPA, and their difference, will be explained by their expectations. The design of the two QFD matrices will illustrate in just one graph the requirements of both groups for tackling digital abilities and inequalities. The BV-SSPA could deliver information and services through alternative channels. On the other hand, we are developing a strategy to identify, to measure and to manage a digital identity through communication with the user and to find out our online reputation. With the use of different tools from quantitative and qualitative methodology, and the opportunities offered by Web 2.0 tools, the BV-SSPA will know the expectations of their users as a first step to satisfy their necessities. Personalization is pivotal to the success of the Site, delivering tailored content to individuals based on their recorded preferences. The valuable user research can be used during new product development and redesign. Besides positive interaction let us build trust, show authenticity, and foster loyalty: we improve with effort, communication and show.

Factores para la implementación eficiente de un sistema de control de gestión en las organizaciones

La implementación del MCS es una necesidad que demandan las organizaciones en la medida en que incrementan de tamaño, pero la experiencia muestra que esta metodología tiene casos de éxito como de fracaso, por lo que es importante identificar y contemplar los factores que influyen en la implementación para que el sistema sea efectivo. Este proyecto pretende analizar las variables y herramientas para la implementación de un MCS en una organización. Para este análisis se hizo una amplia revisión literaria teórica y práctica. Finalmente el resultado que se obtuvo fue definir cuáles son los factores determinantes para la implementación de un MCS efectivo en una empresa.

Diseño de una guía de marketing social basado en la responsabilidad social para locales comerciales del centro histórico de la ciudad de Cuenca

La elaboración de este trabajo de investigación tiene como finalidad el diseño de una Guía de Marketing Social basado en la Responsabilidad Social para locales comerciales del centro histórico de la ciudad de Cuenca, mediante la cual pretendemos aportar estrategias que beneficien a los emprendedores cuencanos en especial, del centro histórico de la ciudad. Este trabajo se estructuró de la siguiente manera: Primerose ha visto fundamentalla investigación de las Bases Teorías de Responsabilidad Social y Marketing Social, antecedentes, definiciones, conceptos, diferencias, semejanzas y el avance de estas a través de organizaciones e instituciones nacionales e internacionales. También se ha valorado los conocimientos de los emprendedores del centro histórico, para este importante aspecto seclasificó a los locales en tres tipos o variables que corresponden: Servicio, Alimentación y Bebidas, y Comercio; posteriormente setrabajó con 266 encuestasque se dividieron de acuerdo a los resultados de la muestra. Finalmente se elaboró la guía de Marketing Social la misma que se basa en la Responsabilidad Social, allí se consideran pilares fundamentales a:Políticas de Responsabilidad Social; Aplicación del Marketing Social; Medición de impacto de Responsabilidad Social; Posicionamiento de marca desde el Marketing Social; Formación de la Reputación Corporativa; Construcción del Personal Branding; y Fidelización de clientes desde la Web 2.0.

El uso de la creatividad en el desbloqueo de las ideas limitantes para el desarrollo del branding personal en los jóvenes de la Universidad Autónoma de Nuevo León.

Tesis (Maestría en Ciencias de la Comunicación) UANL, 2013.

Lor’s - Women personal rain protection solutions

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Comunicar la ciudad desde el paisaje: hacia una teoría del landscape branding

La necesidad de descodificar los significados inherentes al paisaje, la interactuación sociedadpaisaje (comunicación intra e interpersonal) y, más recientemente, los usos de paisaje a modo de aparador territorial mediático en el ámbito, por ejemplo, de la comunicación publicitaria, del citymarketing o del place branding (comunicación masiva), sirven para plantear el estudio de lo que, de algún modo, representa la persuasión del paisaje, la cual incluye claros tintes emocionales y simbólicos y, por tanto, también comunicacionales. El paisaje en su condición de imagen y/o rostro del territorio acumula la esencia del mensaje implícito en el espacio, posicionándose, de este modo, como la gran metáfora comunicativa de la ciudad. En este sentido, el trabajo de comunicación específico con el intangible paisajístico, unido a la reciente explosión de las denominadas geografías emocionales, plantea una teoría del mensaje territorial basada en la unión de las variables geografía, paisaje, emoción y comunicación. Históricamente, de los estudios de paisaje se han ocupado los geógrafos, arquitectos, historiadores, sociólogos o ambientólogos, entre muchos otros, sin embargo, el paisaje se ha mantenido poco explorado desde la perspectiva de la comunicación. En este sentido, es notoria la proliferación de análisis que ponen el acento en el papel que desarrolla el territorio como mediador de procesos de comunicación o en el estudio de procesos de retroalimentación entre la sociedad y sus espacios (cognición y/o percepción). El actual mercadeo identitario con los lugares se concreta en la creciente producción de marcas territoriales, las cuales acumulan, en los últimos tiempos, un importante protagonismo.

Comunicar la ciudad desde el paisaje: hacia una teoría del landscape branding

The need to decode landscape meanings, the society- landscape interaction (intra- and inter-personal communication) and, more recently, the uses of landscape as a territorial sight linked to advertising communication, citymarketing or place branding (mass communication) highlights the study of landscape persuasion, which includes clear emotional, symbolic and, therefore, communicative aspects. The landscape, as a territory image or face, gathers the essence of the implicit message in the space, thus working as a great metaphor for city communication. Regarding the foregoing, specific communication research with intangible landscapes —together with the recent emergence of emotional geographies— suggests a new territorial message theory based on the union of geographical, landscape, emotional and communicational variables. Landscape has historically been studied by geographers, architects, historians or sociologists, among others researchers, but it has not been analysed from communicational viewpoints. In this sense, the proliferation of analyses highlighting the role played by the territory as a communication mediator in the interaction process between society and its spaces (cognition and/or perception) is also remarkable. Current sales of territorial identities lead to increases in the production of territory brands, which have gathered a noticeable relevance within the last years.

The role of emotional branding in building brand personality from a consumer perspective

The purpose of this exploratory research is to study the role of emotional branding in building brand personality. The research is conducted from the perspective of the consumer, more specifically the Finnish Generation Y females. The aim of the thesis is to gain insights and understanding on the key concepts and contribute to the Generation Y literature. In addition, the research examines the effect of certain cultural implications on the process of building brand personality. The research was conducted as an embedded single-case study, in which qualitative data was collected through semi-structured interviews with a sample of six consumers and personal observation within one of the concept stores of the case company. In order to triangulate the data, secondary sources were utilized to gain more information about the case company. The results indicated a connection between emotional branding and the formulation of brand personality, which can be manipulated according to the brand personality drivers. Congruence with consumer self-conceptualization and set of values were discovered to strengthen the emotional bonding. As the end result, the research was able to clarify the process-thinking behind emotional branding.

The relationship between b2b branding and industrial buying in the digital era: evidence from Finnish gas industry

The aim of this study is to understand the importance of b2b brands in different phases of the industrial buying process in the digital era. The research problem is approached by examining a b2b supplier brand in the context of gas supplier selection. The data was collected by interviewing individuals from ten different companies. The findings contribute to previous theory by showing that as industrial buying behaviour is eventually individual behaviour, brands can influence decision making. The relevance of a brand depends on individual’s personality and preferences. Digital media cannot be ignored in managing brand image as buyers are present in the online environment. The results reveal that traditional personal selling is, nevertheless, in a key role in brand image building and is a source of added value. The salesperson influences buyers’ perceived associations of a brand and gives the brand a face.

"Bolagsverket är mer modernt än jag tänkte mig" : Hur kan statliga myndigheter arbeta med Employer Branding för att attrahera Generation Y?

Bakgrund: Employer Branding är ett relativt nytt begrepp som har börjat användas som en strategi inom Human Resource Management. Genom att utveckla ett Employer Brand kan or-ganisationer attrahera och behålla talangfull arbetskraft och på så vis säkra sin överlevnad. Det saknas emellertid forskning på hur Employer Branding kan användas i offentlig verksamhet för att attrahera den senaste generationen på arbetsmarknaden; Generation Y. Syfte: Öka förståelse för hur statliga myndigheter kan arbeta med Employer Branding för att attrahera Generation Y. Metod: Studien baseras på kvalitativ metod och har en fenomenologisk samt deduktiv forsk-ningsansats. Undersökningsdesignen var i form av en fallstudie. Nio semistrukturerade inter-vjuer har genomförts med respondenter på Bolagsverket, varav fyra intervjuer med personer som har inflytande över Employer Branding och fem med personer ur Generation Y. Teorier: "Employer Branding Predictive Model" Slutsatser: I studien visar att den statliga arbetsgivaren är attraktiv för Generation Y. Proble-matiken ligger i att det finns brister beträffande hur kommunikationen av arbetsgivarvarumärket ser ut externt. Utan en uttalad målgrupp och ett uttalat Employee Value Proposition blir den externa kommunikationen otydlig vilket minskar arbetsgivarens attraktionskraft hos potentiella arbetstagare. Attraktiviteten uppstår först när individen från Generation Y redan rekryterats in i organisationen.