Proposing a new framework for personal brand positioning

Shafiee, Maysam; Gheidi, Shabnam; Khorrami, Mohammad; Asadollah, Hooshang

doi:10.1016/j.iedeen.2019.12.002

Cited by 14 publications

(10 citation statements)

References 12 publications

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“…According to Trout and Reis (1986) in Shafiee et al [15], strategy is how to survive in a competitive world, how to make good perceptions in the minds of consumers, be different, recognize the strengths and weaknesses of competitors, become specialized, master one simple word in the head, and leadership that gives direction and understands market reality by being first rather than being better.…”

Section: Strategy Planningmentioning

confidence: 99%

Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok

Permadi,

Tara,

Septiani

2024

SHS Web Conf.

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The purpose of this study is to analyze and identify marketing strategies for the revitalization of West Lombok’s Senggigi Tourism Destination. The research method used in this study is a mixed method between qualitative and quantitative. The strategy analysis pattern used in analyzing marketing strategies in the Framework for Revitalization of Senggigi Tourism Destinations is SWOT analysis. The findings of this research show that the main strengths for marketing Senggigi tourism are that “Accommodation and supporting facilities are readily available in Senggigi” and “The Senggigi tourism destination has several attractions, including beaches, hills, and forests.” The main weaknesses were “ Tourism management has not been optimal for all tourism objects in Senggigi” and “accessibility on public transportation is not adequate for tourists.” Based on the SWOT Matrix, there were alternative marketing strategies that could be implemented, such as “improving and making attractive promotions for tourists; managing and maintaining well the tourism object area as the destination main product, and adding interesting annual events as a valuable addition to the product.”

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Section: Strategy Planningmentioning

confidence: 99%

Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok

Permadi,

Tara,

Septiani

2024

SHS Web Conf.

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“…Applications of the concept of positioning have been extensively investigated in marketing and branding studies worldwide (Saqib, 2020), including the positioning of personal brands (Shafiee et al , 2010), sport brands (Lee et al , 2018), green brands (Wang, 2017), hotel brands (Hu and Trivedi, 2020) and city brands (Larsen, 2018), as well as in B2B contexts (Panda et al , 2018). However, few studies have focused specifically on SMEs’ positioning processes (Bocconcelli et al , 2018, p. 243); those addressing the strategic dimension of positioning in SME marketing and brand management (Lefebvre and Lefebvre, 1993; Tan Swee Lin and Smyrnios, 2007; Spence and Hamzaoui-Essoussi, 2010; Reijonen et al , 2012; Roach et al , 2014; María García-Pérez et al , 2014; Renton et al , 2015; Chen and Schiele, 2017; Muhonen et al , 2017; M'zungu et al , 2019; Dressler and Paunovic, 2021) are reviewed here to highlight characteristics of positioning approaches in SMEs compared to those of large companies.…”

Section: Current State Of Researchmentioning

confidence: 99%

Positioning in SMEs: entrepreneurs’ perceptions and strategies

Fluhrer¹,

Brahm²

2023

JRME

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Purpose The concept of positioning is fundamental to how a company approaches and succeeds in a market. Despite a growing body of literature on positioning, existing research has focused mainly on larger companies and brands. This paper aims to apply the concept of positioning to small- and medium-sized enterprises (SME) companies to explore how SME entrepreneurs understand and approach the positioning of their company, and what differences exist compared to large companies and brands. Design/methodology/approach Using a qualitative research approach, this study is based on focus groups involving 13 SME entrepreneurs. The data were analyzed using a qualitative structuring content analysis, which resulted in a newly developed and empirically based typology of SME positioning strategies. Findings The results indicate that SME entrepreneurs view positioning as highly relevant but differ from larger companies in terms of market and brand orientation. Building on the interviews, an empirical matrix of four positioning strategies was developed which SME entrepreneurs typically use: specialization, differentiation, conviction and opposition. Practical implications Based on the developed positioning typology, this study proposes a two-step approach for SME entrepreneurs: gaining clarity on the basic positioning dimensions and exploring four strategic fields of action. Originality/value Overall, the findings contribute to a better understanding of SME entrepreneurs' positioning strategies as important building blocks for market and brand success. The new positioning typology provides a conceptual contribution for further research in the marketing/entrepreneurship interface.

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“…The author also saw a brand as a tool for achieving personal and professional goals. Everyone can have a stable personal brand, considering one's own goals and employing proper strategies (Shafiee et al, 2020).…”

Section: Personal Branding and The Development Of The Professional Ca...mentioning

confidence: 99%

Impact of Personal Branding on the Development of Professional Careers of Managers

Smolarek¹,

Dzieńdziora²

2022

ERSJ

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Purpose:The purpose of the paper is to present the importance of personal branding in the process of career development of managers, both from theoretical and empirical perspectives. Design/Methodology/Approach: The research method was diagnostic survey, with a research questionnaire. The study was conducted between August 2018 and February 2019 on a group of 1842 respondents (managers). The main hypothesis was "personal branding has a positive impact on managers' professional development". Findings: Personal branding, i.e., creating a personal brand, appeared in theory and practice relatively recently. Managers have always been engaged in building a personal image, although they did not do so in a proper, systematic or fully conscious manner. It is the emergence of social media that made online positioning a key factor determining career. The population surveyed most often perceived personal branding as abilities to build reputation and image that are translated into trust and credibility. The respondents indicated that on today's job market professional development is best facilitated by social competencies. Practical Implications: Managers should pay more attention to personal branding that an increased level of satisfaction can contribute to an increased work efficiency, bringing measurable results. Originality/Value: Although there are many studies dedicated to employer branding, a relatively limited number of such researches are focused on personal branding for managers of organizations in their work careers. The article is, hence, an attempt to fill the aforementioned gap. Conducting the research is sufficient enough to learn about the personal branding and and managers' satisfaction of the work. Furthermore, studies concerning personal branding may be an important source of information which employers and managers can apply to determine areas of further development.

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Proposing a new framework for personal brand positioning

Cited by 14 publications

References 12 publications

Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok

Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok

Positioning in SMEs: entrepreneurs’ perceptions and strategies

Impact of Personal Branding on the Development of Professional Careers of Managers

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