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Social Sciences - Marketing / Market Research | | English term or phrase: self-branding | | Branding: the marketing process whereby the social and cultural value of a product is enhanced by the name and logo of a company, such as Nike an the swoosh, which also involves the self-branding of the consumer as a distinction strategy. |
| MeleniaKudoZ activityQuestions: 49 ( 8 open) ( 1 without valid answers) ( 1 closed without grading) Answers: 0
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Automatic update in 00:
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23 hrs confidence:   peer agreement (net): +1 ταύτιση με τη μάρκα
Explanation:
Ο όρος self- branding δεν έχει καθιερωθεί ακόμα. Αλλά όντως σημαίνει η ταύτιση με τη μάρκα. Δηλαδή προτιμά τη συγκεκριμένη μάρκα γιατί θεωρεί ότι τον αντιπροσωπεύει, τον χαρακτηρίζει ή λόγω της ποιότητας της. Οπότε μπορείς είτε να το αφήσεις ως έχει αλλά επειδή δεν είναι λέξη όπως το marketing που έχει καθιερωθεί θα σου πρότεινα να το μεταφράσεις ως ταύτιση με τη μάρκα και σε παρένθεση να βάλεις τον αυθεντικό όρο.
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37 days confidence: αυτο-σηματοποίηση
Explanation:
Ο όρος αναφέρεται πρωτίστως στη διαμόρφωση και προβολή της προσωπικότητας (του ονόματος) κάποιου με όρους μάρκετινγκ. Συνεπώς, το self-branding ξεκινά από την πλευρά του ανθρώπου που διεκδικεί μερίδιο στην ελεύθερη αγορά, βασισμένος στην τάση των καταναλωτών για αφοσίωση στην επωνυμία (brand loyalty).
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Note added at 37 days (2010-01-15 10:41:45 GMT)
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Πηγές
The concept of brand has been around for some time, although not always labeled as such. The Fifties' corporate excitement over "image" and the Seventies' idea of "dress for success" were markers on the road to today's concept of branding.
Certainly, thinking of yourself as a brand, or actually aspiring to become one—as our best and brightest are urged to do—reflects our deep cultural dedication to consumerism.
You don't just show up; you make your presence known.
Annual resume review helps you promote your brand with your immediate supervisor and it helps give you a clearer sense of your larger goals. You can't send a message about yourself if your own thinking is fuzzy.
That is, of course, the biggest obstacle to successful self-branding. Anyone concerned with authenticity and complexity might resist the idea of reducing himself to cereal-box proportions for the purpose of marketability. But that sensibility gets in the way of sales. After all, you still need a great cereal in that box.
(http://www.psychologytoday.com/articles/200801/becoming-your...
We Gen Yers spent hours on MySpace customizing our profiles and making them perfect representations of us (or rather, who we wanted to be). We couldn't wait for our friends to comment a new photo: "New pic, please comment!"
MySpace made many of us feel popular, or even famous. I remember posting a new profile picture and refreshing the page in anticipation of responses.
Jean Twenge, psychologist and author of "The Narcissism Epidemic: Living in the Age of Entitlement," calls this phenomenon "self-branding." People use MySpace as a portal for creating their own personal brand, Twenge says, complete with photos, custom banners, gossip, and fans (friends).
(http://news.cnet.com/webware/?keyword=narcissism)
Example sentence(s):- Η σηματοποίηση πάλι αφορά το έμβλημα είτε το σήμα του κόμματος όπως και το όνομα του υποψήφιου βουλευτή. Το βασικότερο όμως στοιχείο πολιτι
- Ωστόσο, η σηματοποίηση ενός κράτους ή μιας εθνικής οντότητας, μπορεί μεν να φέρει ένα ειδικό βάρος για τα μέλη της οντότητας αυτής, αλλά ακο
Reference: http://academics.epu.ntua.gr/LinkClick.aspx?fileticket=awgHZ...
Reference: http://news.kathimerini.gr/4Dcgi/4Dcgi/_w_articles_civ_12_15...
| Panayotis Pakos
Greece
Local time: 09:51
Works in field
Native speaker of: Greek
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11 hrs peer agreement (net): +1 |
| Reference: Definition of self-branding
Reference information:
Throughout the long history of consumer research, there has been much interest regarding how consumers choose which brand to buy and why they continue to purchase these brands. Self branding describes the process in which consumers match their own self-concept with the images of a certain brand.
People engaged in consumption do not merely buy certain products to satisfy basic needs. In fact, consumer buying habits are at a much deeper level. Owning a certain brand can help consumers to express and build their own self-concept [1][2][3]. Specifically, consumers will often only purchase certain trademarks when he/she finds a match between the brand image (communicated through advertisement, design of retail shop, or even package design) and his/her own self-concept. Thereby, the value of a brand also depends of its ability to help consumer to build and create self-concept [4]
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Note added at 11 hrs (2009-12-09 21:15:08 GMT)
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Δεν ξέρω αν μπορεί να αποδοθεί ο όρος στα Ελληνικά, αλλά νομίζω ότι έχει να κάνει πιο πολύ με ταυτοποίηση.
Reference: http://en.wikipedia.org/wiki/Self_brand
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| Reference: on "branding"
Reference information:
A marketing goal and methodology which involves elevating hype over substance; of imparting great value to the name whether or not the thing so named is worth anything at all.
Coca-Cola and Pepsi are successful examples of branding, even though the value of soft drinks and preferring one over the other is debateable.
| Magda Papas
Italy
Works in field
Native speaker of:  English, Greek
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