Search results

1

Chiara Ferragni — marka luksusowa i ikona współczesnego świata mody. Studium przypadku

100%

Kochanek P.

Dziennikarstwo i Media

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2018

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vol. 10

61-74

EN

The article features a case study of Chiara Ferragni, who is the world’s most popular fashion blogger and influencer of our times. Based on a case study from Harvard Business School, I explain how she and her team monetize her blog and Instagram profile. Moreover, I show how they manage their brand which now includes three branches: The Blonde Salad Magazine, Chiara Ferragni Collection and Chiara Ferragni Celebrity. The business model which they used in the past has helped Chiara Ferragni to achieve her main goal which was the transformation into a luxury brand and to design her own collection of clothes.

2

Selfie and Personal Branding Phenomena in the Context of the Network Economy. A Literature Review

89%

Kucharska W., Confente I.

Handel Wewnętrzny

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2017

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issue 6 (371)

161-169

EN

Self-taken pictures called “selfies” shared in social media have become a worldwide phenomenon. This is due to the increased need of human being to share to other people their daily lives and to build their own personal brand in the networked world. Despite that, the subject of personal branding has not been sufficiently discussed in academic marketing literature over the past decade. The objective of the study is to present the concept of personal branding and to better understand the role selfie has, being one of the most frequently used social network, in helping people to build personal branding in the online context. Based on a literature review, authors highlight that building a personal brand in the network economy is one of the key factors influencing a personal position in valued networks.

PL

Samodzielne fotografowanie się zwane „selfie”, następnie rozpowszechnianie tych zdjęć w mediach społecznościowych staje się coraz bardziej popularne, co jednocześnie budzi zainteresowanie naukowców. Podobnie, tematyka kreowania marki osobistej w ostatniej dekadzie budzi coraz szersze zainteresowanie świata nauki, jak i praktyki. Mimo to literatura naukowa dotycząca tego zagadnienia nie jest zbyt obszerna. Celem opracowania jest przedstawienie istoty pojęcia marki osobistej oraz jej powiązania ze zjawiskiem „selfie”. Autorzy wskazują na podstawie przedstawionego przeglądu literatury, że budowanie osobistej marki w gospodarce sieciowej jest jednym z kluczowych czynników wpływających na osobistą pozycję danej marki osobistej w poszczególnych sieciach wartości, w które dana osoba jest zaangażowana.

RU

Фотографирование самого себя, именуемое селфи, а затем распространение фото в социальных медиа становится все более популярным, что одновременно вызывает интерес у научных работников. Так же тематика формирования индивидуального бренда в последнем десятилетии возбуждает все больший интерес мира науки и практики. Несмотря на это, научная литература, касающаяся этого вопроса, не прельщает. Цель разработки – представить суть понятия индивидуального бренда и его увязку с явлением селфи. Авторы на основе представленного обзора литературы указывают, что формирование индивидуального бренда в сетевой экономике – один из основных факторов, влияющих на личную позицию данного индивидуального бренда в отдельных сетях ценностей, в которые данное лицо вовлечено.

3

Personal branding of managers in service companies

88%

Muszyńska W.

e-mentor

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2021

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issue 5 (92)

53-60

EN

Personal branding in the last ten years has been gaining significantly in popularity - especially in the business environment (Gehl, 2011; Wee & Brooks, 2010). Meanwhile, the literature still recognizes the need for empirical research on personal branding that examines how various professions experience personal branding. Managers are increasingly aware that the activities they perform as part of personal branding affect how the organization they represent is perceived. The aim of this article is to identify the process of building personal brands by managers. To achieve this goal, a literature review and qualitative research were carried out in the form of individual in-depth interviews. The choice of the research method is justified by the subject of the analysis. The study covered a group of nine people with at least two years of experience in a managerial position and employed in service companies located in Greater Poland. As a result of the conducted research, it was found that personal branding is perceived as a multi-stage process in which social media is credited with increasing use. In addition, organizations only support building personal brands by managers and executives. The article is a field for further exploration of publications and research.

4

Personal brand - instructions of use. Do young professionals want and need to be taught personal branding?

88%

Macalik J.

Marketing Instytucji Naukowych i Badawczych

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2023

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vol. 48

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issue 2

41-60

EN

In modern business, personal branding (PB) is perceived as a 'leadership imperative'. The main purpose of the present article is to analyse last-year students, often being professionals and market-entrant entrepreneurs, at the same time, attitudes towards PB's role in business. Primarily, it is investigated whether they need to be taught principles, rules and tools of PB in the course of their studies. To achieve this goal, a qualitative, in-depth interview method is used. The data are analysed using the thematic analysis method. The results obtained supplement the knowledge of management sciences with issues concerning the perception of PB and state a significant set of practical implications for the authorities of universities and the authors of academic curricula.

5

Zawodowy obraz siebie a obraz współczesnego narcyzmu. Rozwój zagadnienia vocational self-concept jako inspiracja do rozważań nad kulturą narcystyczną i jej krytyką

71%

Jezierska-Geburczyk D.

Kultura Współczesna. Teoria. Interpretacje. Praktyka

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2020

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vol. 108

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issue 1

168-182

EN

Narcissism understood as a trait may be recognised either as a disorder or a symptom of health. Approached through this prism, the culture of narcissism doesn’t only carry risks but also opportunities for the evolving construction of the self. In the article they are discussed on the example of the vocational self-concept and contemporary cultural practices used in the work on the professional self. The latter may include: image building – an example of a threat, reinforcement of the negative form of narcissism; and personal branding – an example of the potential, a pretext to strengthen the healthy form of narcissism. However, the development of the vocational self-concept discussed in the article indicates yet another possible direction of research: people’s increased awareness in constructing their professional self. It is a result of self-conceptualising, a process which distinguishes two components within the self: ‘I’ and ‘me’. Can narcissistic attitudes produce similar results? The proposed analogy, examples and claims about reflectiveness raise questions about the current state of the culture of narcissism and its criticism.

6

Zarządzanie wizerunkiem osoby publicznej — autokreacja Roberta Biedronia podczas kampanii na prezydenta miasta w 2014 roku

63%

Kobzarska-Bar B., Arcinowska A., Janczak F., Marchwińska W.

Wrocławskie Studia Politologiczne

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2019

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vol. 26

88-99

EN

A key element of each electoral campaign is to create an image of the candidate corresponding to the voters’ expectations. This is an essential task when the vast majority of voters declares that the candidate’s personality was decisive for their voting decisions. An image is a specific construct composed of information provided to the recipient by the candidates themselves, by their staff and mass media, as well as the voters’ personal reflections. The paper focuses on the verbal behaviour of Robert Biedroń in the time when he was running for town mayor of Słupsk in the 2014 elections. This set of major features creates a specific image of the candidate which could have affected the result of the elections in 2014.

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