Personal mark at the service of the image and its applicability in an artist case Shakira

Abstract

This paper is focused on the analysis of the theme about the personal branding, and it applies to the singer Shakira, from the beginning of her career to the present day. This investigation starts with a theoretical framework in which it is defined concepts personal branding, according to several experts on the theme, creating a concept about brand development in order to offer it to the service of image and to show results of the Shakira’s brand. After that, it was applied a research methodology based on the content analysis, sources about Shakira were examined and a documentary review, which is more specific, was elaborated. Finally, it gives rise to a discussion based on the singer’s behavior and statements and it conducted to a research with tools to do fieldwork and, in this way, to conduct a diagnosis on the brand Shakira which allows to know the acceptance and achievements of this personal branding on the young students concept of the educative institution SENA, in Cali, between 20 and 25 years of age.