Analysis of the importance of branding to an organization
Discussion: Personal Branding
The concept of branding is often applied to large corporations such as Pepsi-Cola, Nike, Starbucks, or Tesla. Brand executives communicate powerful associations to the external stakeholders and hence organizations spend millions of dollars enhancing the equity of their brands. Companies like Estée Lauder offer an in-house personal branding course. Some individuals (e.g., Jack Welch, Martha Stewart, Mariah Carey, Jennifer Lopez, and Beyoncé) even brand themselves and their products by their personification.
To prepare for this Discussion, review this week’s Learning Resources, particularly the case study entitled “The ‘Me’ vs. ‘We’ Brand,” and consider why branding is important to an organization. Case study link: https://services.hbsp.harvard.edu/services/proxy/c…
The concept of branding is often applied to large corporations such as Pepsi-Cola, Nike, Starbucks, or Tesla. Brand executives communicate powerful associations to the external stakeholders and hence organizations spend millions of dollars enhancing the equity of their brands. Companies like Estée Lauder offer an in-house personal branding course. Some individuals (e.g., Jack Welch, Martha Stewart, Mariah Carey, Jennifer Lopez, and Beyoncé) even brand themselves and their products by their personification.
To prepare for this Discussion, review this week’s Learning Resources, particularly the case study entitled “The ‘Me’ vs. ‘We’ Brand,” and consider why branding is important to an organization.
Post an analysis of the importance of branding to an organization. In your analysis, address the following:
Explain what constant revisions are necessary to maintain brand differentiation. Defend your explanation with specific examples.
Compare and contrast the concepts of personal branding and product branding.
Recommend suggestions to Guber, the case study leader to help answer his branding questions.
Support your work with a minimum of two specific citations from this week’s Learning Resources and one or more additional scholarly sources.
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