Personal Branding Empirical Testing Of The Criteria For An Authentic Personal Brand

2017 ◽  
Author(s):  
Adele Potgieter ◽  
◽  
Marianne Doubell ◽  
HB Klopper ◽  
◽  
...  
Keyword(s):  
Empirical Testing ◽  
Personal Brand ◽  
Personal Branding

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110302
Author(s):  
Nor Hasliza Md Saad ◽  
Zulnaidi Yaacob
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Media Content ◽  
Fashion Industry ◽  
Personal Brand ◽  
Branding Strategies ◽  
Social Media Presence ◽  
Personal Branding ◽  
The Masses

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

Communicative and linguistic trends in Elon Musk’s personal branding (based on Twitter publications in 2020)

2021 ◽  
pp. 7-22
Author(s):  
N. V. Davydovska
Keyword(s):  
Popular Culture ◽  
High Resistance ◽  
Common People ◽  
Informative Advertising ◽  
Brand Building ◽  
Personal Brand ◽  
Twitter Account ◽  
Saving Face ◽  
Personal Branding ◽  
Space Colonization

This research is dedicated to the study of the main communicative trends and linguistic specificities of Elon Musk’s personal branding. The paper analyses over 500 Tweets posted by Elon Musk in his personal Twitter account throughout 2020 and classifies them into 7 categories according to their communicative aim with regard to brand-building. According to the results of the analysis, informative, advertising, self-promotion, provocative, entertaining, bonding and saving face Tweets were singled out. We examined each group separately, tracing their influence on building, maintaining or boosting Elon Musk’s personal brand, as well as on countering threats to its status. The study analyses the most representative examples of each group and explains their role in Elon Musk’s personal branding. As part of the present research, we studied linguistic devices employed by Elon Musk within the brand-building effort and concluded that irony, codeswitching, quoting, play on words, slogans, slang abbreviations / netspeak and extralinguistic signs are the main linguistic trends of his personal branding. The research proves that Elon Musk’s personal brand is consistent, competitive and shows high resistance to the attacks of adversaries on its status and to various challenges that could undermine its authority. The paper traces how Elon Musk uses his Twitter account to present himself as a visionary for space colonization and robotization, a member of geek and meme communities, to reinforce his image of bold, charismatic and influential businessman, who appreciates real talent and does not distance himself from common people and popular culture. The study reveals Twitter to be a powerful branding source, as it has wide outreach, real-world repercussions and global significance.

The Use of Geomarketing to Promote Personal Branding

2017 ◽  
pp. 173-185 ◽  
Author(s):  
Gersón Beltrán López
Keyword(s):  
Physical Space ◽  
Appropriate Use ◽  
Personal Brand ◽  
Personal Branding

This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).

Brand Journalism and Personal Branding in Academia

2017 ◽  
pp. 96-108
Author(s):  
Hada M. Sánchez Gonzales
Keyword(s):  
Personal Brand ◽  
Personal Branding ◽  
Narrative Techniques ◽  
Brand Journalism ◽  
The University

The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by utilising new narrative techniques. Second, we must determine whether brand journalism in turn allows for the construction of personal branding. If so, we would like to know whether teachers coming from the Schools of Communication / Information of universities in Spain have created their personal brands, in addition to what criteria and tools had to be taken into consideration for its creation. In conclusion, a lack of progress in regards to the development of a personal brand as well as personal branding in academia is observed.

scholarly journals The True or the Idealized Self: How CEOs Build Their Personal Brands?

2021 ◽  
Vol 29 (1) ◽  
pp. 39-60
Author(s):  
Anna M. Górska ◽  
Keyword(s):  
Theoretical Model ◽  
Empirical Investigation ◽  
Target Audience ◽  
Structured Interviews ◽  
True Self ◽  
Personal Brand ◽  
The Media ◽  
Research Gap ◽  
The Subject ◽  
Personal Branding

Purpose: This study aims to empirically present the process of personal branding of CEOs. Building on the theoretical model proposed by Wojtaszczyk and Maszewski (2014), the study illustrates how CEOs build their personal brands. Methodology: The study is based on twelve semi-structured interviews with the CEOs of Poland’s strongest brands. Results were coded and analyzed with the use of MAXQDA software. Results: The research allowed us to understand the process of creating a personal brand by CEOs. Moreover, interviews revealed that the personal brand reflects the true self of CEOs. However, it is also adjusted to the target audience; consequently, CEOs show diverse identities to the outside world. Implications: Through the empirical investigation of the branding process, the findings fill a certain research gap. Insights gained in the process may prove useful for practitioners. Originality/value: The article explores the subject of the personal brand, which continues to be the focus of many researchers, particularly in the CEE region. This research gave voice to CEOs, who explained how they build their personal brand and shared detailed information whose scope greatly exceeds what they present in the media.

scholarly journals Membangun Personal Branding melalui YouTube

2020 ◽  
Vol 4 (2) ◽  
pp. 61-69
Author(s):  
Widya Nur Bhakti Pertiwi ◽  
Arum Wahyuni Purbohastuti ◽  
Enok Nurhayati
Keyword(s):  
Social Media ◽  
Research Method ◽  
Positive Image ◽  
Personal Brand ◽  
The Subject ◽  
Personal Branding ◽  
And Performance ◽  
Descriptive Method

This research generally aims to develop personal branding research with social media. The previous research took Instagram, Facebook, or Twitter media, but this research focuses on personal branding on YouTube. This research method is a qualitative and descriptive method by observing Raditya Dika YouTube Channel and interviews with several Subribers Raditya Dika. The study describes the situations or events and does not seek links, hypotheses, or make predictions. In this research, the indicators of personal branding are authenticity,  integrity, consistency, specialization, authority, distinctiveness, relevance, visibility, persistence, goodwill, and performance. The subject of this research is Raditya Dika's YouTube channel, and the object of this research is a personal brand Raditya Dika through a personal YouTube channel. The results show that Raditya Dika can form, even enhance a positive image by establishing personal branding through YouTube.

scholarly journals “Kang Pisang”: Personal Branding of the Jokowi’s Youngest Son in the Microblogging Media

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Marshelia Gloria Narida
Keyword(s):  
Social Media ◽  
The Public ◽  
Brand Building ◽  
Public Figures ◽  
Personal Brand ◽  
Good Will ◽  
Twitter Account ◽  
Personal Branding ◽  
High Level

Awareness in using the technology for building a self brand through personal branding can appear in anyone, whether from the public figures, nor from the society in general. The youngest son of Presiden Joko Widodo (Jokowi), Kae Sang Pangareb (Kae Sang) is known as an person who has a high level of awareness on her social media.  This study examines trends in shaping the content of microblogging as a personal branding of Kae Sang. Studies conducted on the accounts twitter Kae Sang (@kaesangp) by looking at twitter account contents and personal branding process through microblogging. According to personal brand buildings theory by Peter Montoya, this research take 8 personal brand building category, specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and good will. It can be conveyed that the personal branding of Kae Sang on twitter complies with the criteria of the forming of personal brandingKeyword : Personal Branding; Microblogging; Twitter 

scholarly journals Personal Branding for tennis coaches

2015 ◽  
Vol 23 (65) ◽  
pp. 12-14
Author(s):  
Youvale Van Dijk
Keyword(s):  
Digital Media ◽  
Self Assessment ◽  
Brand Marketing ◽  
Personal Brand ◽  
Personal Branding ◽  
Media Channels ◽  
Key Steps

This article identifies the need for personal branding in one’s career – a phenomenon that has gained importance in recent years. By establishing a personal brand coaches are able to differentiate themselves. Four key steps in establishing a personal brand are identified: self-assessment, creating one’s personal brand, marketing one’s personal brand, and evaluation and adjustment. In addition, the role digital media channels can play in the process is discussed.

The Use of Geomarketing to Promote Personal Branding

2019 ◽  
pp. 1232-1244
Author(s):  
Gersón Beltrán López
Keyword(s):  
Physical Space ◽  
Appropriate Use ◽  
Personal Brand ◽  
Personal Branding

This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).

Brand Journalism and Personal Branding in Academia

2019 ◽  
pp. 856-868
Author(s):  
Hada M. Sánchez Gonzales
Keyword(s):  
Personal Brand ◽  
Personal Branding ◽  
Narrative Techniques ◽  
Brand Journalism ◽  
The University

The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by utilising new narrative techniques. Second, we must determine whether brand journalism in turn allows for the construction of personal branding. If so, we would like to know whether teachers coming from the Schools of Communication / Information of universities in Spain have created their personal brands, in addition to what criteria and tools had to be taken into consideration for its creation. In conclusion, a lack of progress in regards to the development of a personal brand as well as personal branding in academia is observed.

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