Examinando por Materia "Marca personal"

Mostrando 1 - 5 de 5
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    Construcción de una marca personal sostenible en la industria de la moda
    (Universidad EAFIT, 2026-03-26) Henríquez Guerrero, Lizeth; Maya Sierra, Santiago; Ceballos Ochoa, Lina María
    Personal branding is a brand built from an individual that offers a differential value based on what makes them unique. In the case of a fashion personal brand, this differential value generally lies in what makes a designer unique. Various studies have determined that personal brands influence satisfaction and employability, among other factors. Likewise, sustainable fashion, including movements such as slow fashion, continues to experience significant growth and tends to consolidate its relevance in purchasing decision-making in the coming years. The objective of this thesis is to integrate sustainable fashion into personal branding through the redesign of the brand-building model applicable to a sustainable fashion personal brand. The ultimate purpose is for sustainable fashion personal brands to access a tool that allows them to build powerful brands to attract fashion lovers, motivate fast fashion consumers to use this type of product, and effectively reflect the circular economy in their proposals. This exploratory and descriptive study, based on a qualitative method, focused on primary data from fashion lovers, and from experts in the industry and in sustainability topics. This allowed for a deeper understanding of Keller’s brand model and to adapt it to guide the construction of a successful and well-positioned sustainable fashion personal brand in the market.
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    De personajes reconocidos a marcas personales : aproximación exploratoria al personal branding
    (Universidad EAFIT, 2020) Montoya Vélez, Juan Manuel; Villegas Castaño, Guillermo León
    Among the last decade of the 20th century and the second of the 21st century, information and communication technologies available have enhanced the possibility of individuals to interact with collectives and project themselves as potential generators of value, and, therefore, of being worthy of receiving in return, from said collective, a desired reaction. In this context, figures intrinsically related with interactive media, such as youtubers, instagrammers, twitters, bloggers, or digital influencers. The democratization of access to collectives (Díez, 2018) has given theoretical and practical relevance to the concept of personal branding (Peters, 1997), that has arose in parallel with this explosion of interactive channels in which is proposed that individuals should see themselves as potential assets, and apply, in their personal development, brand management, or branding processes, proper of companies or organizations. In the present research, the personal branding or personal brand concepts are analyzed, from a qualitative exploratory approach, in a group of people who stand out for their character, their personality and their identity, which make them social agents and mobilizing other people, and the relationship they have with them.
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    El personal branding en los profesionales de ciencias económicas : de la academia a la vida real
    (Universidad EAFIT, 2021) Velásquez Arana, Juan Manuel; Villegas Castaño, Guillermo León
    The concept of brand has been widely studied in academy as a subject of study in order to address elements of marketing such as the positioning of companies, institutions or public figures. However, the field of Personal Branding or personal brand is yet to be developed in many areas, contexts and specific professions. This work aims to analyze the influence of Personal Branding in the marketing of economics professionals in the city of Pereira, Risaralda, Colombia, a field that has had a slow opening to the concept, development and application of the personal brand.
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    La contribución de la marca personal y el coaching a la construcción del proyecto de vida
    (Universidad EAFIT, 2021) Spaggiari Pineda, Sofia; Muñoz Diosa, Estefania; Villegas Castaño, Guillermo León
    The objective of the following research is to identify the contributions of coaching as a development of personal brand to generate added value that strengthens the construction as a projected way of life. Adding to this, we are aiming basic themes and concepts such as brand, persona brand, coaching, among others. These aspects are the concept of the central theme, which allows simplicity when applying the term in question with greater ease and acceptance. This research begins with the search of information through primary sources, mainly professionals and people linked on coaching in Colombia. Based on the outcome of the information, a quality study is carried out through interviews with descriptive statistics. Hence, the purpose of these is to explore the knowledge and interested of the selected social players. Finally, the establishment of a personal brand grows stronger every day due to the awareness of society to deliver talents with a higher degree of expertise to the community. With the results obtained, it’s intended to consolidate some fundamentals bases for the interpretations of a personal brand that integrate the needs of everyone using coaching tools.
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    La marca personal desde la perspectiva de la lógica dominante del servicio
    (Universidad EAFIT, 2025) Torres Quiñónez, Edgar Leonardo; Mejía Gil, María Claudia; Bejarano Botero, Luís Mauricio