Details

Att bygga upp ett personligt varumärke i ett kommersiellt syfte

by Håkanson, Fredrik; Larsson, Katrin

Abstract (Summary)
Background: Most people have heard of names like Madonna, Britney Spears or Michael Jordan. They are often seen as commercial products because they have all created their own individual personal brand. Brand strategy joint with personal aspects of a brand might lead to other possibilities and threats than dead material products. A persons ability to communicate could be one. Purpose: The purpose of this thesis is to create understanding about how a personal brand is created from a commercial perspective. All based on branding theories. Realization: The study is a qualitative study based on interviews with Swedish experts currently working with personal brand management. Results: Our study has shown that in order to build a personal brand quality, continuance and to be authentic are of major importance. In order to be unique, it is important to build a personal brand with the individual as starting point. Nevertheless there is also a need of a target group. A personal brand’s major asset is the individual’s ability to communicate verbally and emotionally. Keyword Staffan Hård af Segerstad, Brand, Branding, Personal Branding, Thomas Gad Vi har under arbetet med denna uppsats funnit att steget från värdelös, nolltaxerad Linköpingsekonom till glamorös minglare på en Bindefeldt-fest på Grand hotell inte behöver vara längre än ett e-mail bort. Vi har även funnit stor anledning att tacka vår handledare, Staffan Hård af Segerstad, vår akademiske vän i nöden och ständigt tillgänglige och solide bollplank som har stått ut med våra många frågor och infall. Vi har även funnit orsak till att yppa stor tacksamhet till våra intervjuoffer, dock anser vi att detta tack inte kräver någon närmare förklaring. Vad vi i övrigt har funnit i denna uppsats presenteras i dess slutskede.
Bibliographical Information:

Advisor:

School:Linköpings universitet

School Location:Sweden

Source Type:Master's Thesis

Keywords:brand branding personal

ISBN:

Date of Publication:01/01/2002

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