Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.
Personal branding and personal knowledge are critical assets of knowledge workers and key drivers of their development and innovative performance. Both strongly influence the individual success of knowledge workers in the networked and knowledge-driven economy. Personal brands are dynamically shifting from the side-lines to the center of the modern economy and the authenticity of the brands of personal ingredients for their ability to create value. They are one of the three key pillars of value creation in the social media environment, therefore significantly contribute to digital business models.
The book will be of interest to researchers, academics, professionals, and students in the fields of organizational branding, marketing, management, and communications.
Author(s): Wioleta Kucharska
Series: Routledge Advances in Management and Business Studies
Publisher: Routledge
Year: 2022
Language: English
Pages: 188
City: New York
Cover
Half Title
Series Page
Title Page
Copyright Page
Contents
List of figures
List of tables
Glossary
Introduction
Part I
1. Why are knowledge workers unique?
1.1 Value in the network economy context
1.1.1 Network economy
1.1.2 Co-creation
1.1.3 Value
1.2 Professional skills: knowledge-related component of value creation
1.2.1 Knowledge
1.2.2 Tacit knowledge - personal asset
1.2.3 Knowledge workers
1.3 Social skills: social-related component of value creation
1.3.1 Social relations as a resource
1.3.2 Social co-creation and networks creating value
1.3.3 Value networks instead of hierarchies
1.3.4 Social presence in the reality and virtuality
1.3.5 Social media interactions
1.4 Environmental skills, environmental-related component of value creation
Summary
References
Part II
2. Why should knowledge workers care about personal branding?
2.1 Personal brand concept
2.2 Personal branding as a process
2.2.1 Personal branding concept
2.2.2 Efficiency of personal branding
Personal branding authenticity
2.2.3 Authenticity as a root of good relations
2.2.4 Authenticity as a source of personal brands meaning
Personal branding consistency
Networking
2.3 Personal brand knowledge
2.3.1 Personal brand image
Personality
Persona
Labor market rules
2.3.2 Personal brands self-expression
Visibility
Experiences we create
Trustworthy content
2.3.3 Again, authenticity and consistency
2.3.4 Self-expression at work
2.3.5 Self-expression after hours
2.3.6 Personal brands relations and interactions
Social interactions
Relationships
2.3.7 Non-commercial nature of human ties as reference of its authenticity
Personal brands mediating power at work
2.3.8 Knowledge workers mediating power
2.3.9 Personal brands mediating power after hours
2.3.10 Word-of-mouth naturally
2.3.11 Visibility
2.3.12 Recommendations
2.3.13 Personal brands distinctiveness
Authentic strengths
2.3.14 Distinctiveness at work
Spreading value
Contextuality of value
2.3.15 Distinctiveness after hours
2.3.16 Personal brands utility
Personalized value
Shared value
2.3.17 Personalized shared value delivery at work
2.3.18 Personalized shared value after hours
Personal branding and selling ideas
2.4 Personal brand equity and value
2.4.1 Personal brand awareness
2.4.2 Personal brand associations
Perceived authenticity of personal brand
Perceived warmth of personal brand
Credibility
2.4.3 Personal brand assets
Personal brand position in professional value network
Personal brand position in social value network
Personal brand reputation
2.4.4 Personal brand attitudes
Personal brand trust
Personal brand loyalty
Personal brand love
2.5 Personal brand strategy frame
Summary
Note
References
Part III
3. Why do corporations need knowledge workers with strong personal brands?
3.1 Corporations in the networked economy reality
3.1.1 Corporate branding in the network economy reality
3.1.2 Corporate social responsibility
3.1.3 Authentic shared value should always be human long-run perspective oriented
3.2 Corporate brand equity and value
3.2.1 Corporate brand as an intangible asset
3.2.2 Brand equity and value as metrics
3.2.3 Corporate brand authenticity
3.3 Employer branding and brand equity
3.4 Employer-employee co-branding
3.4.1 Knowledge-based view on employer-employees co-branding
3.4.2 Relational-based view on employer-employees co-branding
3.4.3 Value-based view on employer-employees co-branding
Summary
Note
References
Part IV
4. Empirical evidence
4.1 Sample
4.1.1 Data quality
4.2 Measures
4.3 Results
4.3.1 Model A
4.3.2 Model B
4.4 Limitations and further studies suggestions
Summary
References
Appendixes
Appendix 1 Scales, their sources, and reliabilities
Appendix 2 Personal brand equity components cross-loadings analysis
Appendix 3 Consistency in acting determines perceived personal brand authenticity. Process software output (Figure 2.2)
References
Index
