This book is the definitive resource for understanding the phenomena and process of personal brand management as it becomes increasingly valued in a global economy. By providing a research-based, theoretical framework, the author distills the concept of personal branding as it is applicable to individuals throughout all stages of career development as well as across industries and disciplines. Extensively researched with numerous case studies, this book clearly outlines the strategic process of evaluating the economic value of a personal brand to manage and scale it accordingly. The author, an expert in the field of personal brand strategy and management, argues that a business is what a person or organization does, but the brand is what people expect from that person or organization. The two must align, and the book’s conceptual framework explains the theory and practice behind personal branding to accomplish this synergism. The consequence of the digital age is unprecedented visibility for individuals and businesses. As they engage with one another in more and more virtual spaces, the need for understanding and managing the evolving complexity of this ‘personal’ engagement is an economic reality. For this reason, the framework in this title provides insight and perspective on all phases of a brand in its recursive life cycle both on and offline. By providing clarity and structure to the topic as well as practical theory for its application, this title is the ultimate primer on personal branding in theory and practice.

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.

This book offers a simple methodology for anyone wishing to achieve self-knowledge and successfully channel it for either personal or professional growth. Readers will find it relevant and applicable, whether just starting on the path to self-discovery or looking to deepen already held knowledge. As we progress through the various stages in the methodology, we go into depth on the experience of personal growth, which will guide you to identify your unique skills and your life ́s purpose. You will learn how to define your goals correctly in order to reach the next level. The various practical tools provided here will teach you how to construct and manage your personal brand, evolve according to personal and environmental changes, and fulfill your purpose.

This thoroughly updated second edition of the Encyclopedia of Sport Management is an authoritative reference work that provides detailed explanations of critical concepts within the field.

Recent advances in digitization are transforming healthcare, education, tourism, information technology, and some other sectors. Social media analytics are tools that can be used to measure innovation and the relation of the companies with the citizens. This book comprises state-ofthe-art social media analytics, and advanced innovation policies in the digitization of society. The number of applications that can be used to create and analyze social media analytics generates large amounts of data called big data, including measures of the use of the technologies to develop or to use new services to improve the quality of life of the citizens. Digitization has applications in fields from remote monitoring to smart sensors and other devices. Integration generates data that need to be analyzed and visualized in an easy and clear way, that will be some of the proposals of the researchers present in this book. This volume offers valuable insights to researchers on how to design innovative digital analytics systems and how to improve information delivery remotely.

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.

Today's global markets demand that companies of all sizes look to international markets for potential customers. The successive crises that have taken place in the last decade make the internationalization of companies essential. This situation is further aggravated in the case of SMEs, as surviving only from national markets is becoming increasingly difficult. Indeed, the economic sphere is in constant flux, which demands that companies have a great capacity for adaptation to face the new challenges of an ever more globalized and difficult market. In this context, new forms of business communication are emerging, especially through the web and new technologies. Digital marketing and the dissemination of corporate information have become key processes for the success of companies. It is therefore crucial to research different digital marketing processes and ways of breaking down linguistic and cultural barriers between users from different sociolinguistic contexts. Innovative Perspectives on Corporate Communication in the Global World contains different contributions focused on the description of methods, processes, and tools that can be adopted to achieve corporate internationalization goals. The chapters provide a comprehensive review of the why, what, and how of disseminating corporate information and promoting corporate digital communication into internationalization processes. These strategies can be related to the development of digital tools, the design of new corporate communication strategies, the proposal of new ways of breaking social and linguistic barriers between technology users, or the creation of new methodologies aimed at evaluating the effectiveness of digital marketing strategies. This book is ideal for marketers, managers, executives, entrepreneurs, practitioners, researchers, academicians, and students interested in new corporate communication strategies and their effectiveness.

The central task of contemporary strategic management is to look for sources of value and to achieve above- average firm performance. The effective implementation of a value creation strategy requires a comprehensive approach, including the creation of a systemic management structure aimed at increasing company value. The concept of value- based management involves consciously inspiring, undertaking, and implementing value- oriented actions. Value creation takes place at all levels of management and in all organisational units of the company; therefore, the implementation of all management functions should be assigned to this goal. Thus, the role of managers is gaining importance, especially those who are capital- linked to companies, who set goals and verify them by means of informed decisions aimed at maximising value in the long term. The book presents a multidimensional analysis of shareholders’ impact on company value creation. The authors chose the IT sector as the area of study; this sector, being one in which modern technologies are essential, acquires special significance for the global economy. The book features a review of notions and concepts related to the management of company value and methods of measuring it, the shareholder’s impact on the creation of company value, and factors affecting long- term value creation; an analysis of the places of occurrence, power and direction of a shareholder’s impact on building the long- term capacity of an IT sector company for creating the value thereof, as well as the conceptualisation and operationalisation of such impact; an analysis of the role of shareholders in IT sector companies, a profile of shareholder competence which makes the role of a shareholder unique to the company and fulfils the “value- creating owner” postulate; an analysis of the role of hired managers cooperating with the shareholders with an indication of the significance of mutual development and the supplementation of one’s own skills. The book is dedicated to scientists in the field of strategic management, valuebased management, and leadership; shareholders; students of EMBA and MBA programmes; practitioners in strategic management; and current shareholders of modern technology companies (in particular from the IT sector) and future investors, for all of whom it may offer a valuable outlook on the management principles and practices in the sectors, particularly with respect to the long- term creation of company value.

An invaluable resource for HR professionals and executive coaches, this book focuses on how to reduce the time needed to prepare high-potential (HIPO) leaders for next-level positions. Providing the leading trends, tools, and techniques in the industry, the book demystifies the process of HIPO development. It includes a powerful five-step process for increasing leaders' readiness, as well as a complete set of tools for running workshops on developmental planning and coaching. This text also serves as a core text for the author's Executive Coaching Certificate Programs.

Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.