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  • Executive Journal106

    :

    Personal Branding: Creating Brand Heroes

    (Core Competency) (Talent Management) (Discover) (Create) (Communicate) (Maintain) (Knowledge) (Experience) (Credentials) (Backing) (Contributors) (Signals) (Feedback) (Context) (Social Value) (Connections)

    Abstract

    Branding does not limit its application to only product and service. A Person can be branded as well. To brand a person, we have to place an importance on the differentiation, while maintaining the relevance to the needs of target consumers and retaining clear perspective on the core of the brand. Personal Branding is significant for both the business and the person. For business, personal branding plays a great role in driving employees to create their core competency by assisting them to develop self-efficiency, which eventually will become a valuable asset of the brand. Also, personal branding is an integral element in moving the corporate business forward, especially those in the service businesses. Employees or brand ambassadors must find the way to reveal the brand essence to its target consumers. Therefore, branding involves a great deal of managing the personal brand as well as the employees themselves. We can expand the brand territory from personal brand into product brand or other businesses. Personal branding is an opportunity for the person to appreciate and learn how to manage his/her talents to its potentials. The process of personal branding includes Discovering, Creating, Communicating, and Maintaining. To succeed in personal branding, all parties involved must be aware of every significant element, such as Personal Knowledge, Personal Experience, Credentials, Support or Backing, Contributors, Signals, Feedbacks, Context, Social Value, and Connections.

  • Executive Journal 107

    Lynn Upshaw ( Coomber, 2002; 10-11) (Brand Types) 6 1. (Product Brands) 2. (Service Brands) Virgin FedEx Citibank 3. (Organizational Brands) (Corporate Brand) Microsoft Apple Virgin Sony 4. (Event Brands) 5. (Geographical Brands) 6. (Personal Brands) (Icon)

    (2548)

    1.

    (Core Competency)

    2. 3 100 49 2003 (World Case : 7 2554) (Legend Brand)

    1 : http://sweetgirlgallery.blogspot.com/2010/12/oprah-winfrey.html http://www.sonymusic.co.th/album/pop/viewans.asp?id=1344 7 2554

  • Executive Journal108

    3.

    4. (Employee) (How we market ourselves to others.) FedEx, Virgin 3M Mercedes Prestige Mercedes Prestige

    Prestige Steve Jobs Apple iPod iPhone iPad MacBook Air Steve Jobs Icon Apple Steve Jobs Steve Jobs Jobs Apple Jobs 2008 MacBook Air Steve Jobs MacBook Air Steve Jobs Apple Steve Jobs MacBook Air

    2 Apple Steve Jobs Apple: http://21ccw.blogspot.com/2008/11/does-robert-mugabe-use-powerpoint.html http://www.smh.com.au/news/technology/vinyl-solution-for-macbook-air/2008/01/18/1200590663741.html 7 2554

  • Executive Journal 109

    5. (Brand Extension)

    3 : http://www.oknation.net/blog/reaw12/2008/12/24/entry-1 http://thegloss.com/fashion/david-beckham-instinct-2-piece-set-fragrance-wal-mart 7 2554

    6. Apple

    1.

    2. (Talent Management) Brand Ambassador

    4 () : http://www.ladysquare.com/forum_posts.asp?TID =89913 7 2554

    3. (Work) (Hobby) (An Introduction into the World of Personal Branding. Retrieved March 7, 2011)

    (Image)

  • Executive Journal110

    / (An Introduction into the World of Personal Branding. Retrieved March 7, 2011)

    (The Personal Branding Process : DCCM)

    1. (Discover) Boy Story 20 20

    5

  • Executive Journal 111

    2.3 (Reason Why) 2.4 (Brand Character or Brand Personality)

    3. (Communicate)

    2. (Create)

    2.1 (Target Group / Customer / Stakeholders) (Need)

    2.2 (Brand Core) (Differentiation) (Relevance)

  • Executive Journal112

    6 Justin Bieber (Social Media): http://women.kapook.com/view11966.html 7 2554

    7 The Queen of YouTube

    (Business Card) (Portfolio) (Resume) (Personal website) (Blog) Social Media Twitter , Facebook

    Social Media (Social Networking) (Talent) Justin Bieber JB .. 2006 Stratford Idol 2007 JB JB youtube.com JB Justin Bieber Scooter Braun JB Braun Usher Justin Bieber (Social Media)

    Susan Boyle Britains Got Talent 48 11 .. 2552 YouTube The Queen of YouTube (The Nation 27 2552, 6)

  • Executive Journal 113

    8 : http://www.forwardmag.com/webboard/viewtopic.php?t=1113750 http://www.thisislondon.co.uk/showbiz/article-23880740-susan-boyle-album-to-feature-perfect-day-cover-despite-row.do 13 2554

    Guinness World Records 2011 1 21 (Guinness World Records 2011: Madonna, Lady Gaga, Susan Boyle, MJ & Miley Cyrus. Retrieved March 13, 2011)

    4. (Maintain) (Consistency) (Seamless)

    (Social Media) Facebook, Twitter Youtube

    (Key Elements in Personal Branding Reputation)

    Roberto Alvarez del Blanco (2010: 120-121) 10 1. (Knowledge) AIS Black Canyon

  • Executive Journal114

    9 () : http://play.kapook.com/photo/showfull-54301-4 7 2554 http://pdamobiz.com/show_news.asp?NewsID=260352&PN=1 13 2554

    1 : Alvarez del Blanco, Roberto. (2010). Personal Brands manage your life with talent and turn it into a unique experience. Great Britain : Palgrave Macmillan

  • Executive Journal 115

    2. (Experience) 3. (Credentials) 4. (Backing) 5. (Contributors)

    6. (Signals) 7. (Feedback) 8. (Context) 9. (Social Value) (Credential)

    10 Change We Can Believe in: http://www.americanthinker.com/2008/05/the_obama_change_we_really_can.html 11 2554

  • Executive Journal116

    10. (Connections) (Social Media)

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    , . (2553.). : The innovation Secrets of Steve Jobs ( , ). : .

    , . (2550). U R A BRAND. : .

    . (2554). . : . . (2553). 20

    . : . , . (2552). Barack, Inc.

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    . (2552). Obamarketing. : .

    . (...). Social Media. : .

    World Case: . ( 2548). Maketeer. 14 2553, http://www.marketeer.co.th/inside_detail.php?inside_id =3242

    . (2548). Branding & Personal Branding. 2548. .

    Alvarez, . B. R. (2010). Personal brands: Manage your life with talent and turn it into a unique experience. Houndmills, Basingstoke: Palgrave Macmillan.

    Collins, S., & Stobatt, J. (2009, April 27). The queen of Youtube. The Nation, 6.

    Coomber, S. (2002). Branding. Retrieved March 5, 2010, from http://www.netlibrary.com/urlapi.asp?action=summary&v=1&bookid=66767

    Glenday, C. (2010). Guinness world records 2011. London: Guinness World Records.

    Labrecque, L. I., Markso, E., & Milne, G. R. (2011). Online Personal Branding: Processes, Challenges, and Implication. Journal of Interactive Marketing, 25(1), 37-50.

    Schawbel, D. (2008December 22). An Introduction into the World of Personal Branding. Retrieved from http://www.personalbrandingblog.com/an-introduction-into-the-world-of personal-branding/

    Wee, L., & Brooks, A. (2010). Personal Branding and the Commoditization of Reflexivity. Cultural Sociology, 4(1), 45-62.