Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

The Personal Branding Strategy for Effective Construction of Personal Image

효과적인 퍼스널 이미지 구축을 위한 브랜딩 전략

  • Kim, Mi-Kyung (Sookmyung Global Leadership Institute, Sookmyung Women's University)
  • 김미경 (숙명여자대학교 숙명리더십개발원)
  • Received : 2011.08.22
  • Accepted : 2011.11.21
  • Published : 2011.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

Keywords

References

  1. Allport, G. W.(1995), Becoming: basic considerations for psychology of personality. New Haven, Conn.:Yale University. Press.
  2. May, M. A., Hartshorne, H ., Welty, R E. (1930), Personality and character tests. Psychological Bulletin, 27, pp. 485-494. https://doi.org/10.1037/h0071341
  3. Cattell, R. B., Cattell, A. K., Cattell, H. E. (1993). Sixteen Personality Factor Questionnaire (5th ed.).
  4. Eysenck, H. J.(1967). The biological basisof personality. Springfield. IL: C. C.Thomas.
  5. Boulding, K.(1956). The images. Ann Arbor: University of Michigan Press.
  6. Hacker, K. l.(1995). Interpersonal communication and the construction of candidate images. In K. L. Hacker (Ed.), pp.65-82.
  7. Grunig, Grunig, and Dozier(2002), Excellent Public Relations and Effective Organizations: a study of communication management in three countries: Lawarence Erlbaum Associates, Inc p.223.
  8. Kotler, P.(1988), Marketing Management (6th ed.), by Englewood Cliffs, New Jersey: Prentice-Hall.v
  9. Miller, A. H., Wattenberg, M. P., Malanchuk, O.(1986). "Schematic assessments of presidential candidates". American Political Science Review, 80(2), pp.521-540. https://doi.org/10.2307/1958272
  10. Scott, W. A.(1966). Psychological and Social Correlates of Intermational Images, In Internal behavior, edited by H. C. Kelman, NY Halt Kinehart and Winston.
  11. Merhrabian, A.(1981). Silent message: Implicit communication of emotions and attitudes (2nd ed.). Wadsworth, Belmont, California.
  12. McCroskey, J. C., Jensen, T., Todd, C.(1972), "The generalizability of scales for public figures". Paper presented to the Speech Communication Association Convention. Chicago. pp.136-137.
  13. Wattenberg, M. P.(2004). "Elections; Personal popularity in U.S. presidential elections", Presidential Studies Quarterly, 34(1), pp. 143-155. https://doi.org/10.1111/j.1741-5705.2004.00040.x
  14. Wakshlag, J. J., Edision, N. G. (1979). "Attraction, credibility, perceived similarity, and the image of public figures". Communication Quarterly, 27. pp.27-34. https://doi.org/10.1080/01463377909369348
  15. 김현주(1999). "대통령후보에 대한 이미지 형성과 커뮤니케이션", 한국방송학보, 12. pp. 45-75.
  16. 김혜성(2010). "대학생의 정치지도의 이미지에 대한 Q 방법론 연구", 평화연구, 봄호, PP. 68-89.
  17. 김미경(2008), "CEO의 이미지가 브랜드 가치에 미치는 영향", 패션비즈니스, 12(1), pp.136-137.
  18. 박형렬(1998), 지도자의 이미지관리, 치유, pp.52-58.
  19. Davia Andrusia & Rick Haskins (2001), Brand Yourself, 권춘호(역), 학원사, p.8.
  20. Peter Montoya (2009). 퍼스널 브랜딩 신드롬, 도희진 (역), 바이북스 pp.37-39.
  21. Aaker, D. A.(1991), Managing Brand Equity, NY: The Free Press, p.17.
  22. Keller, K. L.(1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, New Jersey Prentice-Hall: p.93.
  23. 김미경(2008), "CEO의 이미지가 브랜드 가치에 미치는 영향", 패션비즈니스, 12(1), pp.129-146.
  24. 이너서클 펀더멘탈(2003). 퍼스널 브랜딩, 씨앗을 뿌리는 사람, pp.92-101.
  25. Peter Montoya (2009). 퍼스널 브랜딩 신드롬, 도희진 (역), 바이북스 pp.40-42.
  26. Robin Fisher Roffer(2005). 나라는 브랜드를 사랑하라, 구승준. 운진희(역), 한문화.
  27. Philip Kotler, Irving Rein, Michael Hamlin, & Martin Stolter (2010), 퍼스널 마케팅, 방영호역, 위너스 북, pp.223-253.
  28. 신병철(2006), 개인브랜드 성공전략, 살림, pp.101-152.
  29. 이종호(2009). "퍼스널브랜드 프로젝트", 마케팅 4월호, pp.55-63.
  30. Aaker, D. A.(1996). Building Strong Brands, A Division of Simon & Schuster Inc. New York, The Free Press.
  31. Celia Lury(2004). Brands: The Logos of the Global Ecomony, Routledge.
  32. Peter Montoya (2009). 퍼스널 브랜딩 신드롬, 도희진 (역), 바이북스 p.8.
  33. Philip Kotler, Irving Rein, Michael Hamlin, & Martin Stolter (2010), 퍼스널 마케팅, 방영호역, 위너스 북, pp.280-297.
  34. Brce Newmen (2000). 대통령 선거마케팅, 김충현 (역), 나남. p.33.
  35. Philip Kotler, Irving Rein, Michael Hamlin, & Martin Stolter (2010), 퍼스널 마케팅, 방영호역, 위너스 북, pp.433-439.
  36. 이너서클 펀더멘탈(2003). 퍼스널 브랜딩, 씨앗을 뿌리는 사람, p.224.
  37. Philip Kotler, Irving Rein, Michael Hamlin, & Martin Stolter (2010), 퍼스널 마케팅, 방영호역, 위너스 북, pp.310-345.
  38. Martha Stewart(2005), 마사 스튜어트 아름다운 성공, 김종식(역), 황금 나침반, p.2.
  39. Martha Stewart(2005), 마사 스튜어트 아름다운 성공, 김종식(역), 황금 나침반, pp.8-9.
  40. Christopher M. Byron(2002), 마사스튜어트, 최인자 (역), 동아일보사 pp.80-90.
  41. Philip Kotler, Irving Rein, Michael Hamlin, & Martin Stolter (2010), 퍼스널 마케팅, 방영호역, 위너스 북, pp.278-280.
  42. 김남희 "족쇄 풀린 미국 '살림의 여왕' 마사 스튜어트", (2011. 05. 27), 조선일보:W뉴스피플, 자료검색일 2011. 06. 01, 자료출처 http://biz.chosun.com/site/data/html_dir/2011/05/27/2011052700301.html
  43. "The 25 Most Powerful Women of the Past Century : Martha Stewart", (2010. 09. 08), Time Specials, 자료검색일 2011. 06. 20, 자료출처 http://www.time.com/time/specials/packages/article/0,28804,2029774_2029776_2031814,00.html
  44. "The 2010 TIME 100: In our annual TIME 100 issue we name the people who most affect our world", (2010. 04. 29), Time Specials, 자료검색일 2011. 06. 01, 자료출처 http://www.time.com/time/specials
  45. Martha Stewart(2005), 마사 스튜어트 아름다운 성공, 김종식(역), 황금 나침반, p.167.
  46. Philip Kotler, Irving Rein, Michael Hamlin, & Martin Stolter (2010), 퍼스널 마케팅, 방영호역, 위너스 북, pp.3278-279.
  47. Christopher M. Byron(2002), 마사스튜어트, 최인자 (역), 동아일보사 pp.328-349.
  48. "Change Your 'Home Interior', 마사 스튜어트의 인테리어 노하우", (2011. 06. 09), 현대카드 Super Series, 자료검색일 2011. 07. 11, 자료출처 http://superseries.kr/2529.