| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.66 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O termo “Marca Pessoal” foi mencionado pela primeira vez por Tom Peters num artigo
da famosa revista de gestão Fast Company, onde “pessoas” ou “indivíduos” estavam no centro
do palco de serem comercializados e marcados. Portugal foi uma grande superpotência naval
há cerca de 500 anos com nomes como Vasco da Gama, entre muito poucas pessoas, Ricardo
Diniz surgiu como herói náutico de Portugal e Navegador Solitário realizando viagens ousadas
e expedições marítimas carregando a bandeira portuguesa ao redor do mundo. Dado o facto
de que ele também é um empreendedor, autor, palestrante inspiracional e coach, há boas razões
para acreditar que ele oferece a oportunidade perfeita para estudar o tópico de Marca Pessoal.
Através de uma revisão completa da literatura focada em duas áreas, a saber, Liderança e Marca
Pessoal, foi elaborado um marco conceitual com o objetivo de compreender como a Marca
Ricardo Diniz se desenvolveu e se cultivou para compreender os diversos processos e
explicações causais da Marca Pessoal Ricardo Diniz. Entre os vários conceitos e teorias
discutidos e usados inicialmente, o Modelo Autêntico da Marca Pessoal de Rampersad (2009)
foi usado como modelo chave numa abordagem de pesquisa qualitativa baseada em pesquisa
narrativa, conduzindo uma entrevista em profundidade juntamente com informações
detalhadas que ajudaram a entender a evolução da sua marca pessoal. Vários aspetos-chave da
sua marca pessoal foram descobertos, incluindo a sua ambição pessoal de marca e declaração
de marca pessoal: “Cultivar o potencial humano”, e as ligações que essa declaração tem com
as suas atividades e funções como empreendedor, navegador solitário, autor, coach e
palestrante motivacional. Além disso, as preferências ou perceções ideais de como Ricardo
Diniz se esforça para posicionar a sua imagem de marca ou posição de marca foram
encontradas e discutidas. A participação de Ricardo Diniz na partilha da sua ambição de marca
pessoal e da sua declaração de marca, da sua análise SWOT de marca pessoal e os fatores
críticos de sucesso da sua marca mostraram como usar uma abordagem ou modelo metódico
baseado numa estrutura definida pode ajudar a cultivar uma marca pessoal.
The term “Personal branding” was first mentioned by Tom Peters in an article of the famous management magazine, Fast Company, where “persons” or “individuals” were at the centre-stage of being marketed and branded. Portugal was a great naval superpower about 500 years ago with names like Vasco da Gama to its credit, among very few people Ricardo Diniz emerged as Portugal’s modern day nautical hero and Solo Sailor making daring voyages and sea expeditions carrying the Portuguese flag around the world. Given the fact that he is also an entrepreneur, author and inspirational speaker and coach, there’s good reason to believe that he provides the perfect opportunity to study the topic of Personal Branding. Through a thorough review of literature focused on two areas namely Leadership and Personal Branding, a conceptual framework was set with the goal of understanding how the Ricardo Diniz Brand developed and cultivated in order to be able to understand the various processes and causal explanations of Ricardo Diniz’s Personal Brand. Among the various concepts and theories discussed and used initially, Rampersad’s (2009) Authentic Personal Branding Model was used as the key model in a qualitative research approach based on narrative research by conducting an in-depth interview along with detailed information that helped in understanding the evolution of his Personal Brand. Several key aspects of his personal brand were discovered, including his Personal Brand Ambition and Personal Brand Statement: “Cultivating human potential”, and the linkages this statement has with his activities and roles as an entrepreneur, solo sailor, author, coach and motivational speaker. In addition, the ideal preferences or perceptions of how Ricardo Diniz’s strives to position his brand image or brand position were found and discussed. Ricardo Diniz’s participation in sharing his Personal Brand Ambition and Brand Statement, his Personal Brand SWOT analysis and his brand’s critical success factors gave insights into how using a methodical approach or model based on a defined framework can help cultivate a personal brand.
The term “Personal branding” was first mentioned by Tom Peters in an article of the famous management magazine, Fast Company, where “persons” or “individuals” were at the centre-stage of being marketed and branded. Portugal was a great naval superpower about 500 years ago with names like Vasco da Gama to its credit, among very few people Ricardo Diniz emerged as Portugal’s modern day nautical hero and Solo Sailor making daring voyages and sea expeditions carrying the Portuguese flag around the world. Given the fact that he is also an entrepreneur, author and inspirational speaker and coach, there’s good reason to believe that he provides the perfect opportunity to study the topic of Personal Branding. Through a thorough review of literature focused on two areas namely Leadership and Personal Branding, a conceptual framework was set with the goal of understanding how the Ricardo Diniz Brand developed and cultivated in order to be able to understand the various processes and causal explanations of Ricardo Diniz’s Personal Brand. Among the various concepts and theories discussed and used initially, Rampersad’s (2009) Authentic Personal Branding Model was used as the key model in a qualitative research approach based on narrative research by conducting an in-depth interview along with detailed information that helped in understanding the evolution of his Personal Brand. Several key aspects of his personal brand were discovered, including his Personal Brand Ambition and Personal Brand Statement: “Cultivating human potential”, and the linkages this statement has with his activities and roles as an entrepreneur, solo sailor, author, coach and motivational speaker. In addition, the ideal preferences or perceptions of how Ricardo Diniz’s strives to position his brand image or brand position were found and discussed. Ricardo Diniz’s participation in sharing his Personal Brand Ambition and Brand Statement, his Personal Brand SWOT analysis and his brand’s critical success factors gave insights into how using a methodical approach or model based on a defined framework can help cultivate a personal brand.
Description
Keywords
Marca pessoal Marca Marketing Liderança Empreendedorismo Ricardo Diniz Análise qualitativa Personal branding Branding Marketing Leadership Entrepreneurship Qualitative analysis