Human Branding

2/26695
label Diverse autorenew 2025-09-29, 17:00
The concept of "human branding" utilizes up-to-date knowledge gained from science and current marketing practices. The concept's validity is limited to people who offer their performance in markets. Therefore it is suitable for artists, too.The market for artists is - like many traditional product markets - fairly saturated, as more and more arists offer their performance there. Thus, success is a question of ousting rivals from the market. The overwealming quantity of offers makes it difficult for the customers and other stakeholders like funders, journalists and multiplicators to orientate themselves.

Competition is even intensified if many offers are perceived as interchangable, followingly customers become less motivated to get information. The conclusion is: the struggle for the best performance turns into a fight for attention.Artists today have to deal with the question how to maintain their hold on the market and how to achieve sustainable competitive advantages.There are hosts of image experts, style advisors, PR agencies, etc. who will tell you how to do it. They call their concepts %84personality marketing", 4the trade-mark I" and celebrity marketing". Most of them are tips of pracitioners missing a scientific foundation.

Contents:
  • the own personality as an artist in the focus of human branding
  • the effective transportation of the personality
  • the image of the artist as the effect of self-marketing
  • models and instruments of self-marketing
  • examples of artists' successful self-marketing
Methods:
  • lecture
  • discussion
  • reflexion on artists' examples
  • individual and group work
  • reflexion on own examples

Period
19-07-2012 - 20-07-2012 (1 weeks)

Target group
know the importance of self-marketing for the career of an artist, know models and technics of shaping the own unique personality, know how to describe relations between an artist and other people, know means and measures to express the own personality, are able to develop a self-marketing concept, are able to improve their self-marketing via this course.

Course aim
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Credits
0.0 ECTS credits---

Course fee
EUR 210: ------

Course leader
Professor Dr. Dieter Georg Herbst is one of the most acknowledged experts of self-marketing in the German speaking regions. He is an independent communication consultant working with companies in Germany and abroad. At the same time he holds the title of

Scholarships
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Berlin University of the Arts Berlin Career College
Address: Bundesallee 1-12
Postal code: 10719
City: Berlin
Country: Germany
Website: http://www.udk-berlin.de/sites/content/topics/home/index_eng.html
E-mail: summer-courses@udk-berlin.de
Phone: +49 30 3185 2087