12 Chapter 12: Branding and Consumption

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Lifestyle has a great impact on consumer behavior and brand preferences. Very often, consumers tend to choose brands that are considered “appropriate” for their self-image. Accordingly, companies will try to position their brands in order to fit into consumers’ lifestyle. In addition to expressing their identity through the everyday choices they make, consumers will often seek new ways in which they can express their personal identity. As a result, consumers can use brands as a relevant mean of self- expression and also as a lifestyle “beacon”.

Do mundane daily choices,such as what brands to buy in a supermarket, reflect aspects of our values and ideologies? Check out this article for research on this topic!

The Psychology And Philosophy Of Branding, Marketing, Needs, And Actions


The following web resources will allow you to explore this topic area in greater depth:

  1. This is the official website of the National Federation of Independent Business. This link is the Small Business Branding and Image resource site, which includes research, best practices and other business resources.


2. This is the official website for the Association of Image Consultants International (AICI). The AICI is the  leading and largest professional association of personal and corporate image consultants worldwide. A non-profit organization, AICI is dedicated to advancing the level of professionalism and enhancing the recognition of image consultants.


The Future of Branding is Personal | Talaya Waller | TEDxPSU

Did you know the average employee has ten times the amount of followers as their company on social media? In a post-recession economy where innovation continues to disrupt the way we do business, corporations have turned to personal branding to help build consumer trust. In this engaging and insightful talk, personal branding expert Dr. Talaya Waller discusses the power that is unleashed when corporations and consumers alike develop brands that are authentic and personal. Dr. Waller is an award-winning marketing scholar and international speaker whose mission is to help leaders share their story, leverage their expertise and make a positive impact on society. As founder and CEO of Waller & Company, Dr. Waller works with executives, entrepreneurs, and public figures from a variety of industries in the U.S. and abroad to develop awareness and credibility for their brand. She is featured in publications such as Forbes, Fast Company, The Huffington Post, Business Insider, and The Chronicle of Higher Education. Dr. Talaya Waller is an international personal branding consultant, speaker, and award-winning research scholar. Her consultancy helps thought-leaders build influence and credibility for their personal brand. Dr. Waller’s mission is to help people share their story, leverage expertise, and make a positive impact on society. She has a Doctorate in Business Administration with a concentration in Leadership and is presently researching personal branding. Dr. Waller has an online presence of over 35,000 followers and is published in Forbes, Fast Company, and The Chronicle of Higher Education. This talk was given at a TEDx event using the TED conference format but independently organized by a local community.



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Organizational Communication by Julie Zink, Ph.D is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License, except where otherwise noted.

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