Research On Entrepreneurs Personal Brand Shaping Under The Background Of Enterprise Brand

In recent years,entrepreneurs through personal influence and social attention resources to promote the formation of companies and products are subjected to the favor of some enterprises began by shaping the way the brand of individual entrepreneurs for entrepreneurs directly into the corporate and product spokesperson.With the social and economic development,individual entrepreneurs a brand becomes more and more entrepreneurs and the public's attention,more and more entrepreneurs need to build personal brand and management,many companies have begun to realize that not only create corporate brand,entrepreneurs also need to create a personal brand,personal brand because the entrepreneur is part of the corporate brand value.Entrepreneurs personal brand brand,according to the "cognitive balance theory" and "coherence theory",the impact on individual entrepreneurs brand brand showed a positive correlation.Entrepreneurs attitude of enterprises and products have strong effects on corporate and consumer product attitude.According to "Meaning migration model" theory and the "identity and assimilation" theory,consumers will favor entrepreneurs migrate to the entrepreneur's company product up by fans into business entrepreneurs fans forming a fan effect.After combing induction branding and personal branding is proposed on the basis of relevant literature entrepreneur personal branding path,that individual entrepreneurs branding consumer insight,brand positioning individualentrepreneurs,individual entrepreneurs and brand communication route optimization method,individual entrepreneurs brand effectiveness monitoring,and include Dong Mingzhu,chairman and president,"Luo Ji thinking" founder Luo Zhenyu,founder of Overheating hammer SCIENCE three cases for analysis.Finally,some thought the author summarized and analyzed in the article writing process.That entrepreneur personal brand needs to shape according to the type of business;individual entrepreneurs and corporate brand characteristics match;entrepreneurs need personal branding using social media as well as from the media,take the initiative to make personal brand communication;take full advantage of big data technology entrepreneurs personal branding services.