Naslov
Personal Branding in Context of Contemporary Market

Autori
Horvat, Đuro ; Kovačić, Marinko ; Trojak, Nataša

Izvornik
International proceedings of social and behavioral sciences (2312-6396) 3 (2015), 1; 28-40

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Branding ; Creative person ; Innovation ; Personal brand ; Social Network

Sažetak
Mass economy was based on production directed towards anonymous customers whose interests were pretty easily designed. The process of interest forcing, i.e. needs, are made more easily by mass media. The expansion of mass media which happened about 60 years ago redesigned marketing or better to say promotional activities. Systematic brand articulation and all the other immaterial resources like image or goodwill begin. The branding process stimulates technological development which enables new business philosophy development. New problem related to different employees treatment arises. More and more employees are becoming significant organizational resource. Workforce as a “trained on the job” element of business that is easily available and substitutable is gradually ceasing. Innovation, new products, brands, loyalty, quality, speed, flexibility and team work are becoming basic elements of contemporary market activity. The analysis will be based on good business practice questioning and relevant empirical research and in the process new economical principles will be studied through theoretical analysis. Within the business context human resources are becoming key element of profitability in which finance and technology are transformed in the supporting elements. Human resources, creative people and experts, i.e. talented individuals in particular, are becoming aware that they are owners of the most valuable organizational resource- knowledge i.e. creativity. In the process, contemporary technology, like the Internet, enable complete affirmation of personal potential. Assumption of personal branding is being developed and with its help creative individuals articulate their own, individual image while offering their potentials on the market. Lifelong loyalty is becoming past while workforce mobility is constantly strengthening. Creative individuals need to become completely aware of their potentials and they need to insist on their own advantages while engaging within business organization. The trend is framed within the contemporary concept of production for known buyer. Aware creative individuals as workforce are becoming not only equal but dominant in relation to employers in the process of employment negotiation. They are premium brand which requires attractive working conditions and quality working relations in order to completely present their excellence. Branded individuals are aware that generating new added value depends on them in large amount. Mentioned processes are important for creative industry, fun industry, high technology industry and all production and service processes which are based on innovation and creativity. Imaginativeness, intuition and social networking cannot surpass informational technologies i.e. artificial intelligence which needs to be used as complementary segment of human engagement. Knowledge basis and data mining is in the first place used by experts for creating new ideas or general designs and visual solution. Branded workforce which is aware and competent requires sophisticated managing which acknowledges the complexity of a human and articulates completely new organizational relations based on networking and open communication channels. Personal branding as a process of value articulating which the individual offers to employer or to potential business partners will become standard element, not only for personal business positioning, but for corporative strategies of human resources management.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA