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Identidade do empreendedor na marca pessoal e no branding by Mikael Iso-Berg

Identidade do empreendedor na marca pessoal e no branding

by Mikael Iso-Berg
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Book cover type: Paperback
  • ISBN13: 9786209290497
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 272
  • Original Price: GBP 52.11
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 368 grams
  • BISAC Subject(s): Production & Operations Management

Este estudo descreve o processo de constru��o de uma marca pessoal para um empreendedor. A personalidade � o termo central tanto na identidade como no branding. O estudo apresenta ideias te�ricas para modelar o branding do empreendedor. As marcas s�o discutidas num novo contexto da literatura acad�mica. Para responder � quest�o de investiga��o sobre como a identidade do empreendedor constr�i a base para o branding pessoal, o estudo adota o m�todo narrativo e seleciona v�rios participantes na investiga��o. A ess�ncia e a contribui��o do branding dos entrevistados mostram que as marcas de um empreendedor, baseadas em personalidades, representam o eu de um indiv�duo, marcam limites �ticos, est�ticos e ecol�gicos, ancoram enredos, temas e arqu�tipos, s�o parceiras de uma hist�ria e de um produto e representam um estilo de vida, parentesco ou tribaliza��o. Para um empreendedor, uma marca pessoal � uma op��o de autoexpress�o para ter sucesso. As marcas contam hist�rias sobre n�s, e n�s contamos hist�rias de marcas pessoais usando marcas. O valor da identidade e personalidade da marca de um empreendedor baseia-se no valor da marca numa sociedade. O leitor pode avaliar pessoalmente o estudo, o seu progresso e os resultados ou reconfigurar os relatos e hist�rias.

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