Building Academic Branding: The Digital Branding as Academic Footprint

Building Academic Branding: The Digital Branding as Academic Footprint

Ruth Matovelle Villamar (Escuela Superior Politécnica del Litoral, Ecuador)
DOI: 10.4018/978-1-5225-5187-4.ch014
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Abstract

Nowadays, many professionals of different areas of expertise have found themselves at the needs to incorporate in the digital world, their personal digital branding as a result of entrepreneurship projects, or as a crisis of business sectors. A different phenomenon occurs in the academic field; the researchers are forced to incorporate themselves in the digital field. The research professors have a responsibility to society, popularizing science, this represents to value their own work and contribute to its visibility, and the starting point is to have “digital academic Branding. This chapter explains step-by-step techniques that develop a digital academic branding, starting from an interior analysis of the academic up to the formulation of the visual and conceptual brand; it is important is to make in a sequential manner every one of the activities described here.
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How To Create A Personal Digital Branding

The author Marcos (2009), assures that the creation of a personal brand, “has to do with the creation and keeping up the credibility” and reassures that the best personal brands are the ones that are authentic, under any aspect of what they are and do strengthens the set, these “have a visibility based on placement, contact consistently regardless of the medium used” (Marcos 2009). A brand built from ideologies, placing dreams instead of real values can be compared as building a fictional character in a play, which could eventually be found out.

Since 1996, different authors have written about how to construct a Brand, there are many books dedicated to this subject. Nowadays, this can be seen from a simple point of view, focus the principles of branding to the people, but the current job goes beyond that, this chapter addresses the issue from a deeper and personal vision aimed to the academic researchers. I have developed a scheme to work on brand building, made of 4 phases: Know yourself; your personality, place it on your brand; express your thoughts; express your emotions and finally build your academic branding.

Figure 1.

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Source: Author, 2015

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