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Personal Brand (i.e. a human being) - Research Paper Example

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Oprah Winfrey- The Single Largest One-Woman Brand Name of the Student Journalism, Mass Media and Communication Name of the Concerned Professor August 10, 2013 Executive Summary There is no denying the fact that brands and branding do play a pivotal role in shaping and determining the popular perception…
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Personal Brand (i.e. a human being)
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Download file to see previous pages It is for this very reason; it is more difficult to manage personal brands as compared to products or services associated brands (Vitberg, 2010). Oprah Winfrey happens to be the single largest one-woman personal brand in the world (Haig, 2011). This is because the brand Oprah is associated with specific personality traits and the mass perception of the brand Oprah has been managed till date with apt astuteness, finesse and dexterity (Haig, 2011). As a result, Oprah commands a very high mass popularity and many of the leading brands in the world aspire to associate with brand Oprah to leverage their net brand appeal. Table of Contents Executive Summary ........................................................................................... 2 1.0 Introduction .................................................................................................... 4 2.0 SWOT Analysis of Brand Oprah ................................................................. 4 2.1 Strengths ..................................................................................................... 4 2.2 Weaknesses .................................................................................................. ...
........................................................................................................... 9 1.0 Introduction It is a matter of public knowledge that not only Oprah Winfrey happens to be the largest one-woman brand in the world, but also that the leading brands in the world aspire to associate with this top notch personal brand (Haig, 2011, p. 131). The appeal of brand Oprah is such that it has not only revolutionized and redefined the history of television, but has indeed been successful in configuring a successful commercial empire around the attributes and mass appeal of the name Oprah (Haig, 2011, p. 131). In that context, brand Oprah is associated with a Midas touch. The mere association of a product or service with the name Oprah is just enough to make it a public rage. For instance a slight association of the brand Oprah with Spanx not only helped this little known under-garments brand evolve into a lead seller, but also helped it accrue a net annual turnover of ?220 million (Stylist, 2013). The mere mention of the brand Kindle at the Oprah show was enough to make people run for buying a piece of this gadget (Stylist, 2013). The book recommendations made by Oprah Book Club are a guarantee to make a publication an international best seller in a matter of days (Stylist, 2013). Thereby, it goes without saying that commercially speaking, brand Oprah commands an immense brand value and appeal (Haig, 2011, p. 132). However, the thing that needs to be understood is that brand Oprah commands such a successful consumer appeal owing to certain specific brand strategies, which not only make the brand Oprah soar over the social limitations ascribed to race, ethnicity and social status, but make it a name closely associated with reliability, ...Download file to see next pagesRead More
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