SpringerLink
Log in

Personal Branding

  • Chapter
  • First Online:
Marketing Communications and Brand Development in Emerging Economies Volume I

Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

  • 1247 Accesses

Abstract

From the late twentieth century, personal branding has gained much traction. There is a general acceptance that each individual has a brand and that it is those who put in the effort, who understand the benefits of a strong personal brand, who end up creating effective personal brands. Such merits include financial considerations as well as a large following. In develo** a great personal brand, individuals are to consider the various elements that make up a brand and to go through the necessary steps. It is only in putting in the work needed that a great personal brand emerges with all its attendant advantages. In a workplace characterised by highly qualified individuals, develo** strong personal brands will be immensely beneficial not only to individuals but also to organisations they work for. New media, mainly social media, has unique advantages for individuals who desire to develop great personal brands. This chapter discusses the phenomenon of personal branding, focusing on issues such as brand equity and brand loyalty as they relate to personal branding. The elements and the process that lead to an effective personal brand are discussed. Examples of some successful personal brands are provided at the end of the chapter.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
EUR 29.95
Price includes VAT (Germany)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
EUR 139.09
Price includes VAT (Germany)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
EUR 181.89
Price includes VAT (Germany)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free ship** worldwide - see info
Hardcover Book
EUR 181.89
Price includes VAT (Germany)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free ship** worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  • Adamson, A. P. (2006). BrandSimple: How the best brands keep it simple and succeed. Palgrave Macmillan.

    Google Scholar 

  • Batey, M. (2008). Brand meaning. Routledge.

    Google Scholar 

  • Brown, R. (2016). Build your reputation: Grow your personal brand for career and business success. John Wiley & Sons.

    Google Scholar 

  • Burtonshaw-Gunn, S. A. (2008). The essential management toolbox: Tools, models and notes for managers and consultants. John Wiley & Sons.

    Google Scholar 

  • Cantrice, D. (2013). You! Branding yourself for success. Regal Innovations.

    Google Scholar 

  • Chritton, S. (2012). Personal branding for dummies. John Wiley & Sons.

    Google Scholar 

  • Clark, D. (2013). Reinventing you: Define your brand, imagine your future. Harvard Business Review.

    Google Scholar 

  • Deckers, E., & Lacy, K. (2013). Personal branding. How to use social media to invent or reinvent yourself (2nd ed.). Pearson Education.

    Google Scholar 

  • Deming, S. (2007). The brand who cried wolf: Deliver on your company’s promise and create customers for life. Wiley & Sons.

    Google Scholar 

  • Dube, I. M. M. (2011). Stand out by personal branding. Business, Inc.

    Google Scholar 

  • Eyre, M. (2019). Being you: How to build your personal brand and confidence. Exisle.

    Google Scholar 

  • Frischmann, R. M. (2014). Online personal brand: Skill set, aura, and identity. CreateSpace.

    Google Scholar 

  • Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: Interdisciplinary systematic review and research Agenda. Frontiers in Psychology, 9(November), 1–17. https://doi.org/10.3389/fpsyg.2018.02238

    Google Scholar 

  • Grams, C. (2012). The Ad-free brand: Secrets to building successful brands in a digital world. Que Publishing.

    Google Scholar 

  • Grzesiak, M. (2018). Personal brand creation in the digital age: Theory, research and practice. Palgrave Macmillan/Springer.

    Book  Google Scholar 

  • Gujarathi, R., & Kulkarni, S. M. (2018). Personal branding an answer to employability: A conceptual need base analysis. Review of Research, 7(10), 1–10.

    Google Scholar 

  • Halm, J. N. (2020). Twenty traits of customer service champions. In R. E. Hinson, O. Adeola, T. Lituchy, & A. F. O. Amartey (Eds.), Customer service management in Africa: A strategic and operational perspective. CRC Press.

    Google Scholar 

  • Hines, A. (2004). The personal brand in futures. Foresight, 6(1), 60–61.

    Article  Google Scholar 

  • IlieÈ™, V. I. (2017). Personal branding. A theoretical framework. In I. Boldea & C. Sigmirean (Eds.), Debating globalization. Identity, nation and dialogue. Proceedings of the international conference globalization, intercultural dialogue and national identity (pp. 273–280). Tîrgu-MureÈ™.

    Google Scholar 

  • Interbrand Group. (1990). Brands: An international review. Mercury Business.

    Google Scholar 

  • Jain, S. (2019). #BecomeABrand: Learn the art of branding yourself on social media with case studies & best practices. Notion Press.

    Google Scholar 

  • Johnson, C. (2019). Platform: The art and science of personal branding. Lorena Jones.

    Google Scholar 

  • Kang, K. (2013). Branding pays: The five-step system to reinvent your personal brand. BrandingPays.

    Google Scholar 

  • Kapferer, J.-N. (2004). The new strategic brand management: Creating and sustaining brand equity (3rd ed.). Kogan Page.

    Google Scholar 

  • Kapferer, J.-N. (2008). The new strategic brand management: Creating and sustaining brand equity (4th ed.). Kogan Page.

    Google Scholar 

  • Kaputa, C. (2005). U R a brand! How smart people brand themselves for business success. Davies-Black.

    Google Scholar 

  • Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education.

    Google Scholar 

  • Khan, B. (2009). Corporate brand management: Past, present and future. Pranjana: The Journal of Management Awareness, 12(1), 21–39.

    Google Scholar 

  • Lee, C. T. (2012). Good idea. Now what? How to move ideas to execution. John Wiley & Sons.

    Google Scholar 

  • Ma’arif, N. N. (2008). The power of marketing: Practitioner perspectives in Asia. Salemba Empat.

    Google Scholar 

  • McNally, D., & Speak, K. D. (2003). Be your own brand: A breakthrough formula for standing out from the crowd. Berrett-Koehler.

    Google Scholar 

  • Middleton, S. (2012). Brand new you: Reinventing work, life & self through the power of personal branding. Hay House.

    Google Scholar 

  • Mobray, K. (2009). The 10Ks of personal branding: Create a better you. iUniverse.

    Google Scholar 

  • Montoya, P. (2002). The personal branding phenomenon: Realize greater influence, explosive income growth and rapid career advancement by applying the branding techniques of Michael, Martha & Oprah. Peter Montoya, Inc.

    Google Scholar 

  • Morgan, J. M. (2012). Brand against the machine: How to build your brand, cut through the marketing noise, and stand out from the competition. John Wiley & Sons.

    Google Scholar 

  • Nagpal, A., & Hindustani, P. (2017). Personal branding, storytelling and beyond. StoryMirror.

    Google Scholar 

  • Orlic, M. (2016, January). The 7 key elements of an effective personal brand. Entrepreneur.com , https://www.entrepreneur.com/article/280268

  • Peck, D. (2011). Think before you engage: 100 questions to ask before starting a social media marketing campaign. Wiley.

    Google Scholar 

  • Rampersad, H. K. (2009). Authentic personal branding: A new blueprint for building and aligning a powerful leadership brand. Information Age Publishing.

    Google Scholar 

  • Rampersad, H. K. (2015). Authentic personal brand coaching: Entrepreneurial leadership brand coaching for sustainable high performance. Information Age Publishing.

    Google Scholar 

  • Reed, C. J. (2017). Personal branding mastery for entrepreneurs. Evolve Global.

    Google Scholar 

  • Rockefeller, J. D. (2017). Personal brand: How to grow a following, boost your career, and skyrocket your income with a powerful personal brand. CreateSpace.

    Google Scholar 

  • Sellani, S. (2007). What’s your BQ? Learn how 35 companies add customers, subtract competitors and multiply profits with brand quotient. W Business Books.

    Google Scholar 

  • Serrano, S. J. (2017). Getting seen, getting heard: How to define your personal brand’s target audience. http://www.sysgen.com.ph/articles/define-your-personal-brand-audience/27319#:~:text=In%20personal%20branding%2C%20there%20are,Your%20supporters

  • Verma, H. V. (2002). Brand management: Text and cases. Excel.

    Google Scholar 

  • Waller, T. (2020). Personal brand management: Marketing human value. Springer Nature Switzerland AG.

    Book  Google Scholar 

  • Zarkada, A. (2012). Concepts and constructs for personal branding: An exploratory literature review approach. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1994522

Download references

Author information

Authors and Affiliations

  1. Grit Business Group, Accra, Ghana

    J. N. Halm

Authors
  1. J. N. Halm
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Lagos Business School, Pan-Atlantic University, Lagos, Nigeria

    Ogechi Adeola

  2. University of Kigali, Kigali, Rwanda

    Robert E. Hinson

  3. Skyline University College, Sharjah, United Arab Emirates

    A M Sakkthivel

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Halm, J.N. (2022). Personal Branding. In: Adeola, O., Hinson, R.E., Sakkthivel, A.M. (eds) Marketing Communications and Brand Development in Emerging Economies Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-88678-3_9

Download citation

Publish with us

Policies and ethics

Search

Navigation