Персональный брендинг. Технологии достижения личной популярности

М.: Издательский дом Гребенникова, 2009, 392с. Высокая популярность стала товаром, имеющим большую коммерческую ценность во всем мире. Как превратить людей, жаждущих популярности, в бренды? Как сохранить высокую популярность? Авторы книги дают ответы на эти вопросы, анализируя истории успеха таких брендов, как Дональд Трамп, Джоан Роулинг, Арнольд Шварценеггер, Уоррен Баффет, Кристина Агилера, Дэвид Бекхэм, Рудольф Джулиани и многих других. Авторы рассказывают, как представители шоу-бизнеса, пластические хирурги, политики, ученые, спортсмены могут использовать различные каналы - веб-сайты, блоги, телевидение, печатные СМИ, - чтобы коммуницировать свой имидж различным целевым аудиториям. Книга предназначена для самого широкого круга читателей - как для специалистов по брендингу и маркетингу, так и для тех, кто желает добиться популярности самостоятельно. Содержание: Часть I Основы маркетинга высокой популярности Зачем нужен брендинг? Высокая популярность - высокие доходы Как работает индустрия высокой популярности Секторы и иерархия индустрии высокой популярности Часть II Стратегии достижения и удержания высокой популярности Стратегии маркетинга высокой популярности Заблуждения при создании брендов Четыре этапа процесса трансформации бренда Дистрибуция бренда Продвижение бренда Удержание позиций Управление идентичностью бренда в условиях непрерывно меняющегося рынка

(evanston, Illinois - January 2, 2006) - An Updated Third Edition Of The Groundbreaking Work That First Defined And Illustrated The Process And Benefits Of Building A Personal Brand - high Visibility: Transforming Your Personal And Professional Brand - Shows How Any Individual In Any Profession Can Achieve And Leverage Visibility To Generate Opportunity And Increased Personal And Financial Reward. The Latest Edition Of High Visibility Provides New Real-world Cases And Insights That Will Benefit Individuals Who Seek To Build Strong Brands.

World-renowned Communications And Marketing Experts Irving Rein And Philip Kotler Were The First To Establish High Visibility Marketing And Communication As A Sophisticated Industry In The Original Edition Of high Visibility. In The Third Edition Rein And Kotler - With Coauthors Michael Hamlin And Martin Stoller - Unlock The Mysterious World Of Visibility And Explain How Building A Personal And Professional Brand Has Evolved And How To Keep A Strong Brand Strong As Professionals Live And Work Longer.

Rein Is An Internationally Known Expert On Communication And A Consultant To Highly Visible Individuals And Corporations. Kotler Is One Of The World's Foremost Marketing Experts, And Is Frequently Credited With Being The Father Of Modern Marketing. Hamlin Is A Strategic Marketing Communications Consultant Based In Asia. Stoller Was A Clinical Professor Of Organizational Behavior And A Consultant To International Corporations.

According To Rein, High Visibility Is Based On Hundreds Of Examples And Case Studies Of Personal And Professional Brands From All Walks Of Life. We Profile How Some Of The World's Top Personal And Professional Brands - Donald Trump, Oprah Winfrey, And J.k. Rowling, For Instance - Achieved And Sustained Visibility With Profound Results. But We Also Show How Accountants, Doctors, Bankers, Artists And Others Can Build And Benefit From Visibility In Their Local Communities And Professions, Rein Said.

Key Updates Provided In The Third Edition Of High Visibility Include:

• a Proven, Strategic Approach To Brand Generation, Testing, Refinement, Realization, Distribution, And Sustaining In Today's Highly Competitive, Highly Connected Marketplace;
• the Different Motivations That Prompt Seemingly Ordinary Individuals To Seek High Visibility;
• how Successful Personal And Professional Brands Leverage New Communication Channels - Websites, Blogs, Podcasts, Cable Tv, Online Events - To Distribute Their Brands Meaningfully And Regularly;
• how Different Sectors - Management, Professional Speaking, Counseling, Consulting, Religion, Investment Banking, Entrepreneurship, Government, Accounting, Medical, Dental, Sports, Entertainment - Achieve And Benefit From High Visibility;
• how People Can Find The Right Story And Archetype To Propel Their Careers, And,
• successful Strategies For Sustaining Visibility Over The Long Term.

Today, It's Not Just What You Know Or Who You Know - It's Who Knows You That Makes The Difference Between Being Respected In Your Profession And Being Looked Up To By Your Profession, Said Rein. High Visibility Demonstrates The Difference Between Being Just A Member Of The Crowd And Becoming A Highly Recognized Individual Who Sets Standards Of Conduct And Achievement In His Or Her Industry, And Enjoys Extreme Benefits As A Result.

The classic guide to personal and public image making--now updated for the digital age The groundbreaking, critically acclaimed original edition of High Visibility established celebrity--the creating and managing of one's public persona--to be a critical factor in achieving personal and professional success and status. Now, in this new third edition, international communication expert Irving Rein, international marketing guru Philip Kotler, and coauthors Michael Hamlin and Martin Stoller show you how to achieve and benefit from high visibility--in any profession! " High Visibility brilliantly captures the how, why, and what of the celebrity-building process." --Al Reis, bestselling author of Positioning and Marketing Warfare " High Visibility is the Bible, the Das Kapital, the Origin of Species of the infant science of celebritology." --Peter Carlson, Washington Post Today, it's not just what you know or who you know--it's who knows you. High Visibility is the difference between being just a member of the crowd and becoming a highly recognized individual. Foundations of high visiblity marketing The branding proposition Commanding a high visibility premium How the high visibility industry works Distinguishing high visibility sectors and hierarchies Who are the high visibility consumers Strategies for achieving and sustaining Strategies for marketing high visibility Misconceptions of brand building The four steps of brand transformation Delivering the brand Publicizing the brand Sustaining the brand Managing brand identity in an ever-changing marketplace. "Based on hundreds of examples and case studies of personal and professional brands from all walks of life - from Donald Trump to Oprah Winfrey to the high-profile executive - High Visibility reveals the sophisticated marketing techniques used to become a recognized brand."--BOOK JACKET The chairman, entertainer and fashion designer, and former journalist turned lawyer and fiction author are worlds apart, but they share a very powerful bond: high visibility.