scholarly journals Building Personal Brand Equity

2021 ◽  
Author(s):  
Antoni Ludfi Arifin
Keyword(s):  
Brand Equity ◽  
Intellectual Capital ◽  
Financial Capital ◽  
Spiritual Capital ◽  
Personal Brand ◽  
Emotional Capital

Sebagian leluhur kita—tokoh-tokoh pemimpin seperti kepala adat, kepala suku, ataupun penghulu (kepala/lurah kampung)—memiliki tradisi menanam pohon pinang di halaman depan rumah. Pohon itu kemudian tumbuh tegak lurus semampai. Pohon itu, selain memperindah halaman, juga melambangkan kelurusan budi, kesederhanaan watak, dan kejujuran si empunya rumah. —Daoed JOESOEF. Karakter diri yang baik—lurus budi, sederhana watak, dan jujur diri—selalu diajarkan oleh orangtua kita. Selanjutnya, kitalah yang memupuknya setiap hari dengan nilainilai penguat jenama (merek) diri. Dengan demikian, kelak karakter diri akan mengharumkan nama, meninggalkan jejak-jejak “kebaikan”. Nilai-nilai penguat jenama diri ini kami bagi dalam empat kelompok kapital, yaitu: 1. Modal intelektual (intellectual capital), meliputi kualitas personal dan keunikan; 2. Modal emosional (emotional capital), yaitu kemampuan melayani (serviceability); 3. Modal spiritual (spiritual capital), yaitu menepati janji, kejujuran, dan kepercayaan serta kredibilitas; 4. Modal keuangan (financial capital), yaitu harga diri/kebanggaan diri. Buku Building Personal Brand Equity: Berguru dari Falsafah Lokal untuk Meningkatkan Ekuitas Jenama Diri Anda ini mengajak Anda untuk memupuk kualitas diri agar menjadi insan yang memiliki kompetensi berbeda (distinctive competencies). Tidak hanya berbeda, tetapi kompetensi yang dimiliki juga harus mampu menjadikan Anda mau membantu orang lain yang membutuhkan. —Prof. Dr. Mahmuddin Yasin, MBA (Mantan Wamen BUMN

scholarly journals The effect of the CEO media coverage on corporate brand equity: evidence from Poland

2021 ◽  
Vol 12 (2) ◽  
pp. 499-523
Author(s):  
Anna Górska ◽  
Grzegorz Mazurek
Keyword(s):  
Brand Equity ◽  
Media Coverage ◽  
Value Added ◽  
Corporate Brand ◽  
Personal Brand ◽  
Data Points ◽  
New Perspective ◽  
Media Monitoring ◽  
The Impact ◽  
The Relationship

Research background: Despite increased attention in the literature to the importance of the CEO?s brand for companies, understanding of the effect of the CEO brand on the corporate brand remains limited. To contribute to this discussion, this paper investigates different facets of the impact of the CEO brand, and particularly its media coverage, on corporate brand equity. Purpose of the article: This study investigates the relationship between the different aspects of the CEO brand?s media coverage and corporate brand equity. Methods: Comprehensive media monitoring in the press and online sourcing of CEOs from the strongest Polish brands were conducted. For three years (2014?2017), media monitoring covered 81 CEOs, resulting in over 44,000 data points for this study. Regression analysis was conducted to determine whether a relationship exists between different facets of the CEO?s personal brand and company brand equity. Findings & value added: This study provides a new perspective on the relationship between the CEO and corporate brands and showcases empirical evidence of the CEO brand?s relationship with corporate brand equity. It introduces two relevant and novel variables (CEO brand reach and CEO brand advertising value equivalent [AVE]) to the literature, which have been limited to the number of mentions and its sentiment. Accordingly, this study contributes to the emerging literature of CEO branding within the branding field. Contrary to expectation, the intensity of media coverage alone was not significant. Results indicate that reach and AVE of CEO media exposure are reflected in the corporate brand equity. The study also finds that negative sentiment toward a CEO?s brand negatively affects corporate brand equity. The study adds to the growing stream of literature on the role of CEO brand.

scholarly journals Impact of Intellectual Capital on the Organizational Performance of Airline Industry in Malaysia

2015 ◽  
pp. 38-50
Author(s):  
Muhammad Khalique ◽  
Abu Hassan Md. Isa
Keyword(s):  
Human Capital ◽  
Organizational Performance ◽  
Intellectual Capital ◽  
Airline Industry ◽  
Spiritual Capital ◽  
International Airport ◽  
Structural Capital ◽  
Customer Capital ◽  
Technological Capital

This chapter aims to examine the role of intellectual capital in order to enhance the organizational performance of airline industry in Malaysia. Five components of intellectual capital, namely human capital, customer capital, structural capital, technological capital, and spiritual capital, were used to investigate the role of intellectual capital in airline industry in Malaysia. A structured questionnaire was used to gather the required data from Kuala Lumpur, Sultan Ismail Johor Bharu International Airport, and Kuching International Airport. A total of 195 out of 200 useable questionnaires were collected. Multiple regression analysis was employed to test the proposed research hypotheses of this study. The findings show that two variables, namely customer capital and spiritual capital, appeared as significant contributors while the remaining three variables, human capital, structural capital, and technological capital, appeared as insignificant contributors. This is a preliminary study and it could be a milestone for further studies.

Personal Brand Equity Scale

2021 ◽  
Author(s):  
Sergey Gorbatov ◽  
Svetlana N. Khapova ◽  
Janneke K. Oostrom ◽  
Evgenia I. Lysova
Keyword(s):  
Brand Equity ◽  
Personal Brand

The Relationship between Intellectual Capital and Brand Equity

2014 ◽  
Vol 39 (3) ◽  
pp. 329-339
Author(s):  
Meenakshi Gupta ◽  
Jaya Bhasin
Keyword(s):  
Brand Equity ◽  
Intellectual Capital ◽  
The Relationship

VALUE OF INTELLECTUAL CAPITAL ON CORPORATE PERFORMANCE: An African experience

2012 ◽  
Vol 02 (12) ◽  
pp. 08-19
Author(s):  
James Kamwachale Khomba ◽  
Rhoda Bakuwa
Keyword(s):  
Intellectual Capital ◽  
Significant Contribution ◽  
Corporate Performance ◽  
Financial Capital ◽  
Transitional Stage ◽  
Problem Statement ◽  
Debt Capital ◽  
African Experience ◽  
Sources Of Capital ◽  
Capital Value

Drucker (1992) views intellectual capital as the only major source of capital that can create productivity and contribute towards profits for corporations. The problem statement refers to lack of recognition about this significant contribution of intellectual capital towards corporate performance by some organisations in Africa. Thus, the objective of the research was to focus on the intellectual constructs in order to fully understand its dynamics within an African framework. The study drew corporate data from different companies using structured questionnaires. The data was analysed through the use of univariate and correlation analysis. It is found that some corporations are not still aware of the importance and necessity of intellectual capital that brings innovation and profitability. Many managers in Africa still tend to put much emphasis on the other four sources of capital as comprising labour capital, natural resource capital, financial capital and debt capital more than the intellectual capital. Thus, recognition of intellectual capital is still in the transitional stage amongst many organisations in Africa. It is expected that the results of this research will enhance knowledge and recognition of intellectual capital value as another source of productivity and a contributor towards corporate performance and profitability.

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