Building a personal brand

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PS_W02

PS_W03

PS_K03

A personal brand can become a very important resource of the owner and at the same time be built on the basis of principles and values.The lecture focuses on strategies and methods helpful in creating a positive image about ourselves in the opinion of the audience. Why, for example, some personal brands also have such loyal followers. A personal brand can become its owner's most valuable asset, and a strong brand can have a significant impact on the customer's decision about possible contact. While branding is both an art and a science, there are certain patterns and predictability in branding activities that greatly increase your chances of success. Becoming familiar with the right theories and models can help you make better brand decisions. With the advent of many interactive messages and tools, there are also more and more challenges and opportunities in the process of creating your own brand.

1.Psychological aspects of image building. Basic assumptions

2. The strategy of building the image of famous people

3. Defining a personal brand in the work of a psychologist

4. Practical aspects of image creation.

5. Personality and personal brand creation

6. Arousing interest in the unique competences of the created brand

7. Creating the image of a psychologist

8. Management of the "image crisis". Bad and good image of public figures.

9. Personal values, abilities and skills at work.

10. Self-presentation or ways of making an impression and influence

11. Psychology used in branding

12. Improving the image of oneself

13. The psychology behind Your brand

14. Image protection. Countermeasures

15. Communication with social media.

16. Development of a personal brand throughout the entire professional career

1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(August), 347–356.

2. Aggarwal, P., & McGill, A. L. (2012). When brands seem human, do humans act like brands? Automatic behavioral priming effects of brand anthropomorphism. Journal of Consumer Research, 39(2), 307–323.

3. Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality? Brand Management, 11(2), 43–155.

4. Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2020). Brand negativity: A relational perspective on anti-brand community participation. European Journal of Marketing, 54(7), 1761–1785.

5.Herhausen, D., Ludwig, S., Grewal, D., Wulf, J.,& Schoegel, M. (2019). Detecting,preventing, and mitigating online firestorms in brand communities. Journal of Marketing, 83(3), 1–21.

6. Le, M. T. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC

7. Hoffman, E. (2009). The Presentation of Self in Everyday Life, New York.

8. Khedher, M., (2015). A Brand for Everyone: Guidelines for Personal Brand Managing, “Journal of Global Business Issues” Vol. 9(1).

9. Królik, G. (2004). Autoprezentacja, Wydawnictwo Akademii Ekonomicznej im. Karola Adamieckiego, Katowice

10. Leary, M. (1999). Wywieranie wrażenia na innych. O sztuce autoprezentacji, GWP, Gdańsk 1999

11. Lecinski, J. (2011). ZMOT: Winning the zero moment of truth.

12. Matos, G., Vinuales, G., & Sheinin, D. A. (2017). The power of politics in branding. Journal of Marketing Theory and Practice, 25(2), 125–140

13. Montoya P., Vandehey T. (2009).The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace, London 2009.

14. Mulyanegara, R., Tsarenko, Y., & Anderson, A. (2007). The big five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality. Journal of Brand Management, 16(4), 234–247

15. Murdoch, A. (2003). Komunikowanie w kryzysie. Jak ratować wizerunek firmy, Poltext, Warszawa

16. Pease, A. i B. (2014).Mowa ciała, Rebis, Poznań 2014

Schwartz, S. H., & Boehnke, K. (2004). Evaluating the structure of human values with confirmatory factor analysis. Journal of Research in Personality, 38(3), 230–255.

17. Torelli, C. J., Özsomer, A., Carvalho, S. W., Keh, H. T., & Maehle, N. (2012). Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter? Journal of Marketing, 76(4), 92–108

18. Wijnands, F., & Gill, T. (2020). ‘You’re not perfect, but you’re still my favourite.’ Brand affective congruence as a new determinant of self-brand congruence. Journal of Marketing Management, 36(11–12), 1076–1103

19. Ziegler, C., & Goldbeck, J. (2007). Investigating interactions of trust and interest similarity. Decision Support Systems, 43(2), 460–475

20. Zinkham, G. M., & Hong, J. W. (1991). Self concept and advertising effectiveness: A conceptual model of congruency, conspicuousness, and response mode. In R. H. Holman & M. R. Solomon (Eds.), Advances in consumer research (Vol. 18, pp. 348–354). Association for Consumer Research. 

Students should demonstrate a good level of knowledge of branding issues and be interested in this topic. It will also be important to be able to debate with the teacher about the theoretical foundations and practical applications of issues related to the role of creating image in profesional life. It will also be necessary to prepare competent Power Point presentations covering various aspects of personal and profesional brand in work situation.

Knowledge - the student lists and describes the main currents and research paradigms occurring in branding psychology; identifies the most important issues related to brand functioning in various work environments, correctly indicates the results of research justifying individual theoretical positions; knows and understands what is the analysis and interpretation of brand functioning in the context of committed errors, violations and crises, knows and understands the contemporary importance of the functioning of brand in conteporary world.

Skills - is able to interpret the texts of scientific empirical articles; knows how to search and select sources that will be used to enrich his knowledge and skills, the student is able to choose the appropriate techniques for creating the efective image in various internet modes.

Competences - strives for scientific and compliant methodology for collecting empirical data, maintains criticism of existing interpretations of phenomena that are not justified by empirical research, as well as is aware of the research restrictions existing in brand psychology, related to the complexity of human functioning in various environments.

credits:

participation in the lecture: 60

collecting data and preparing a comparative analysis of various theoretical trends in brand psychology: 60

preparation for the exam (together with compulsory reading): 60

Total hours:

120 [180: 30 = 4] NUMBER OF ECTS: 6

Criteria: Knowledge (PS_W02, PS_W04):

- for grade 2 (ndst.): the student does not know and does not understand what is the difference in interpretation of the brand creation in various difficult and complicated situations, does not distinguish between various types of errors and violations committed by brand owner and coworkers. Cannot combine a specific research approach with its theoretical foundations or identify the strengths and weaknesses of various theoretical approaches and research techniques in relation to brand issues.

- for grade 3 (dst.):

student knows and understands what is the difference in interpreting the behaviour of the brand in various difficult and complicated situations, correctly distinguishes different types of errors and violations committed by brand owner. It can quite correctly combine a specific research approach with its theoretical foundations and indicate the strengths and weaknesses of various theoretical approaches and research techniques in relation to brand issues.

- for grade 4 (db), the student knows and understands well what is the difference in interpreting the behaviour of the brand in various difficult and complicated situations, correctly distinguishes different types of errors and violations committed by brand owner. He can properly combine a specific research approach with his theoretical foundations and indicate the strengths and weaknesses of various theoretical approaches and research techniques in relation to to brand issues.

- for grade 5 (very good):) the student knows and understands very well what is the difference in interpreting the behaviour of the leader behaviour in various difficult and complicated situations, correctly distinguishes different types of errors and violations committed by both the leader and workers. He very well can combine a specific research approach with his theoretical foundations and indicate the strengths and weaknesses of various theoretical approaches and research techniques. in relation to to brand issues.

credits:

participation in the lecture: 60

collecting data and preparing a comparative analysis of the functioning of transport psychology in selected countries: 60

preparation for the exam (together with compulsory reading): 60

Total hours: 180 [180: 30 = 6] NUMBER OF ECTS: 6

The final grade consists of:

1. Assessment of the semester exam

2. Assessment of activity during classes

Two absences per semester are allowed. Excessive absences must be made up in the form agreed with the teacher before the scheduled date of the semester exam. If you do not work out, you will not be allowed to take the exam. The semester test has a written form and contains open-ended questions that require solutions to problems. The condition of passing the exam is to obtain a minimum of 60% of points. The final grade is the grade from the semester exam, which can be increased by 0.5 or 1 grade if the student receives the appropriate number of points for activity during the classes.

without apprenticeships