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Open Access
Article
Publication date: 3 July 2020

Jenna Jacobson

Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media…

19103

Abstract

Purpose

Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding.

Design/methodology/approach

In-depth qualitative data is drawn from 20 semi-structured interviews with social media managers and supported by three years of orienting fieldwork in Toronto, Canada.

Findings

Social media managers are responsible for managing and executing organizations’ brands and presence on social media and digital platforms. As lead users of social media, social media managers provide critical insight into the emerging practices of personal branding on social media. “The future audience” is introduced to describe how individuals project a curated brand for all future unknown and unanticipated audiences, which emphasizes a professional identity. Due to workplace uncertainty, social media managers embody the mentality of being “always-on-the-job-market”, which is a driver for personal branding in their attempt to gain or maintain employment.

Originality/value

While personal branding is largely discussed by industry professionals, there is a need for empirical research on personal branding that examines how various employee groups experience personal branding. This research fills this gap by analyzing how people working in social media brand their identity and how their personal branding is used to market themselves to gain and maintain employment. The development of “the future audience” and “always-on-the-job-market” can be used to understand other professions and experiences of personal branding.

Details

Journal of Product & Brand Management, vol. 29 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 15 March 2013

Kenneth Cortsen

The purpose of this article is to investigate sports branding at the personal level by focusing on the evolvement, growth and sustainability of the ANNIKA BRAND – an…

1559

Abstract

Purpose

The purpose of this article is to investigate sports branding at the personal level by focusing on the evolvement, growth and sustainability of the ANNIKA BRAND – an extension of Annika Sörenstam's success on golf courses worldwide.

Design/methodology/approach

A qualitative case study method inspired by “symbolic interactionist” aspects and focusing on Annika Sörenstam's commercial success with personal sports branding and its interdependence with sports branding at the product and corporate levels. Data collection was conducted in accordance with interpretative research traditions and hence based on qualitative semi‐ structured research interviews.

Findings

The “hybrid” nature of sports brands draws highly on “emotional capital” and “social currency”. Personal sports branding acts as a “hybrid”, which facilitates “hybrid” branding relationships between personal sports brands and sports brands at the product and corporate levels – often underlining good ROIs for all involved parties if the sports branding process is executed well strategically. This article presents personal sports branding as a hybrid phenomenon, which is dynamic by heart and part of a well‐coordinated process engaging several partners.

Practical implications

The practices and activities of the ANNIKA BRAND is a showcase for sports branding practitioners thinking about sustainable business models.

Originality/value

This paper is unique in offering a roadmap for how personal sport stars may approach brand development and growth while discussing key points of the interdependence between sports brands at the personal, product and corporate levels.

Details

Sport, Business and Management: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 14 May 2018

Wioleta Kucharska and Piotr Mikołajczak

Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal

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Abstract

Purpose

Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction identities. The concept of personal brand and branding seems quite irrelevant, especially in reference to their own selves. People usually associate branding with marketing, which in our minds is usually the same as “pushy” and aggressive sales practices. Their find problematic to promote themselves. The purpose of this paper is to highlight that, based on existing theories, artistic identity creation in connection with the skill of personal branding is crucial for personal success in the profession of today’s young artists and art designers.

Design/methodology/approach

The study was conducted based on the data originally collected among artists, designers, architecture professionals and students. The data have been analyzed with the equal structural equation modeling method.

Findings

This paper presents empirical evidence that if artists view themselves as personal brands, it affects their personal performance in a positive way.

Practical implications

Authors claim that a teaching curriculum for young adult artists should include a personal branding program, to help them find and support their artistic identity and express their personal values and self-brand distinction, and leverage them to build their professional career.

Originality/value

This is one of the first studies to quantify the self-brand performance of young art designers as a benefit of being self-brand oriented.

Details

Journal of Product & Brand Management, vol. 27 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 August 2021

Zahra Sharifzadeh, Natasha T. Brison and Gregg Bennett

This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to…

Abstract

Purpose

This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.

Design/methodology/approach

Utilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.

Findings

Two categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.

Originality/value

This paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 8 June 2020

Maria Lucila Osorio, Edgar Centeno and Jesus Cambra-Fierro

The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand

2155

Abstract

Purpose

The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand research is reviewed in light of a strategic brand management framework and gaps in the knowledge that may suggest new research pathways are identified. Third, the extent to which a brand management model designed for products could be applied to human brands is explored.

Design/methodology/approach

A systematic literature review was conducted in this study. The content analysis of the selected set of papers allowed the assessment of the state of this field of brand management and the identification of proposals for future research.

Findings

Substantial research exists on different aspects of human brands. However, these studies are fragmented in nature, thus highlighting the need for specific and complete human-brand management models.

Research limitations/implications

A limitation of this literature review is that it is based on a sample of papers collected by one specific criterion; furthermore, the way the papers were classified may be challenged. However, this study provides a comprehensive picture of studies on human brands available today.

Originality/value

A parsimonious distinction and connectivity between human and personal brands suggest a branding-by-individual continuum. Additionally, to the best of the authors’ knowledge, this study is the first identifiable one that summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human-brand management models.

Details

Journal of Product & Brand Management, vol. 29 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 March 2019

Miia Grénman, Ulla Hakala and Barbara Mueller

The purpose of this paper is to examine wellness as a means of self-branding. The phenomenon is addressed through the introduction of a new concept – wellness branding

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Abstract

Purpose

The purpose of this paper is to examine wellness as a means of self-branding. The phenomenon is addressed through the introduction of a new concept – wellness branding – and by identifying those wellness practices that are currently most valued.

Design/methodology/approach

A series of focus group interviews were conducted in the USA and Finland. Altogether, 12 discussion sessions (N = 57) were carried out, 6 in each country.

Findings

Both wellness and self-branding represent current forms of identity and lifestyle construction and self-promotion. Moreover, they represent an entrepreneurial view of the self, which emphasizes self-governance. The findings indicate that wellness has moved beyond the merely physical dimension, to significantly involve emotional/mental, spiritual, social and intellectual aspects. This further strengthens the transformational nature of wellness and the increasing need for balancing one’s life in order to reach one’s optimal self. The logic of wellness branding involves the creation of one’s optimal, balanced self while communicating it to others.

Research limitations/implications

This paper makes insightful contributions to the branding literature by broadening the scope of self-branding to a new and timely context. The paper further adds to the consumer research literature by addressing wellness as a form of transformative consumption and an essential part of the current self-care culture.

Originality/value

To the authors’ knowledge, this paper is the first to discuss self-branding in the context of wellness, introducing a new concept of wellness branding, thus offering a novel area for research.

Details

Journal of Product & Brand Management, vol. 28 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 7 September 2015

Alireza Sheikh and Ming Lim

The purpose of this paper is to provide insights into how engineering employees perceive the functional, ethical and political dimensions of the corporate brand and its…

1129

Abstract

Purpose

The purpose of this paper is to provide insights into how engineering employees perceive the functional, ethical and political dimensions of the corporate brand and its meaning(s) for other stakeholders.

Design/methodology/approach

The paper explores brand meaning and brand attachment in the case of employees in an engineering consultancy firm operating within the defense and artillery systems sector. In-depth interviews with managers and consultants at a cross-section of organizational levels along with thematic and reflexive interpretation of qualitative data have been carried out.

Findings

Identity-based definitions of the brand, the definitions of a “strong engineering brand”, associations of the corporate brand with engineers’ personal brands, brand essence and integration and the meanings of a military brand have all been raised, explored and discussed from the engineer’s perspective.

Research limitations/implications

This paper is among the first of its kind to pursue brand research in an engineering-intensive firm with military and defense brand associations. Future research is encouraged to add further detail and verification to the themes and findings of this paper.

Practical implications

The military context is enmeshed with high levels of sensitivity and difficult research access particularly upon brand-related academic research. This has led in part to very limited marketing and branding knowledge into this setting despite its significance.

Social implications

Given that the engineering consulting sectors are among the top drivers of employment and knowledge advancement, and given that brand associations have considerable impacts on employees’ identification, self-awareness and emotional well-being, understanding the dynamism and complexities of employee-brand associations is inevitable in these settings.

Originality/value

The defense context has unique characteristics and has hitherto remained an under-researched context with respect to branding. This is despite that the defense sector deserves to be in the spotlight because professionals’ voices are rarely heard and acknowledged within the branding literature.

Details

Marketing Intelligence & Planning, vol. 33 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 9 August 2018

Inka Hedman and Thao Phuong (Le) Orrensalo

The chapter focuses on brand image and its role in business relationship initiation. The chapter takes the perspective of personal brands, CEO branding in particular, and…

Abstract

The chapter focuses on brand image and its role in business relationship initiation. The chapter takes the perspective of personal brands, CEO branding in particular, and discusses how brand image of the CEO affects the establishment of new relationships. The corporate brand image provides a first insight into, for instance, perceived quality, while the CEO brand is a strategic combination of the CEO image and CEO reputation. An empirical case study exemplifies and illustrates how the corporate brand and the CEO brand interlink. The reader learns that a strong CEO brand may outperform the corporate brand in the initial stage of establishing new business relationships. Trust and commitment are highlighted through the case, inducing that business relationship performance is dependent on personal interaction and network bonds between the actors. The personal brand of the CEO is an important element in branding strategies and a strategic tool for organizations active in the B2B domain. This relates specially to partner selection and the stage of initiating business relationships. Furthermore, both rational and emotional factors are considered when business partners evaluate each other, in search for information and cues as regards the history of the partner. Eventually, trust is created between the partners, and the relationship is initiated.

Details

Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

Keywords

Article
Publication date: 7 March 2016

Sheilagh Mary Resnick, Ranis Cheng, Mike Simpson and Fernando Lourenço

The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and…

17319

Abstract

Purpose

The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting.

Design/methodology/approach

–A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK.

Findings

SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager.

Research limitations/implications

The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable.

Originality/value

A “4Ps” model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 22 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

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