品牌由物及人:个人品牌概念、塑造与结果

From Things to People:The Concept,Shaping,and Outcomes of Personal Brand

不确定的就业环境和社交媒体技术的变革,使个人品牌越来越受到实践界的关注,而关于个人品牌的理论研究却十分零散,学界对个人品牌内涵与机制的理解也不一致,不仅缺乏统一的个人品牌定义,也未能形成对个人品牌机制的共识,亟需系统评述个人品牌相关文献。本文从价值传递过程出发探讨了个人品牌的概念、塑造与结果。文章梳理了个人品牌的“生产者”(个体)、“产品”(形象)和“消费者”(受众),并通过个体和受众的细分提出自我品牌与人物品牌;从个人品牌的价值创造、价值传递和价值共创的角度,梳理了自我品牌和人物品牌的塑造框架,并介绍了个人品牌塑造研究的相关理论;根据个人品牌类别和对象对个人品牌的潜在影响进行了有效区分,并从个体、形象和受众三个维度总结了个人品牌资产的要素;最后从新方法、新情境、新视角和溢出效应四个方面对个人品牌未来研究方向进行了展望。本研究有助于品牌管理体系的进一步完善,对于不同群体塑造个人品牌的实践也有重要的现实意义。

The uncertain employment environment and the transformation of social media technology have increasingly drawn the attention of practitioners to personal branding.However,theoretical research on personal branding is quite fragmented,and the academic community’s understanding of the connotations and mechanisms of personal branding is inconsistent.There is not only a lack of a unified definition of personal branding,but also no consensus on the mechanisms of personal branding,necessitating a systematic review of the literature related to personal branding.This paper explores the concept,shaping,and outcomes of personal branding from the perspective of the value delivery process.It examines the“producer”(individual),“product”(image),and“consumer”(audience)of personal branding,and proposes the concepts of self-branding and human branding through segmentation of individuals and audiences.From the perspective of value creation,value delivery,and value co-creation,this paper outlines the framework for shaping self-branding and human branding,and introduces related theories of the shaping of personal branding.It effectively distinguishes the potential impacts of personal branding based on categories and targets,and summarizes the elements of personal branding assets from the dimensions of individual,image,and audience.Finally,this paper provides an outlook for future research directions in personal branding from four aspects:new methods,new contexts,new perspectives,and spillover effects.The study contributes to the further improvement of brand management systems and has significant practical implications for different groups in shaping their personal brands.