Today, branding is not a phenomenon but rather a prerequisite for a brand to be able to both survive and grow stronger. During the last couple of years, Personal branding has come to be an established term, just like corporate branding. With the growth of the social media and the thousands of ways to interact with each other Personal brands face great competition. It is more difficult than ever to maintain a strong brand, partly because of this. There are several growth options for brands.

This study deals with branding at an individual level and aims to explore what a Personal brand means, what benefits that?s obtained by actively working with a Personal brand, as well as the strategies and methods used in the development of it. It has also meant a restriction in choice of interviewees made to informants who are familiar with and active in the Personal branding process in their daily life. The essay is based on a qualitative research approach; six people working in various occupations were interviewed by a desire to generate information from different perspectives. The result shows that a Personal brand is all about credibility, authenticity, and the image you present to others.

The purpose of this thesis was to examine how to build a Personal brand and how to use this brand. The method used was a case study with personal interviews. The persons who were interviewed was Jan Carlzon and Peter Wallenberg Jr, two of the most important persons in the Swedish business industry. The study has shown that the person as a brand creates benefits and can gain opportunities if used in the right way..

The Personal brand derives from the marketing brand, and argues that a person can take control over other people?s perceptions about him or her. The Personal brand can benefit the person but it can also give advantages to his or her company. The interest in, and the purpose of the Personal brand, has increased the last ten years. Leaders of large companies in Sweden consider it to be of utmost importance to have an influence on their co-workers.

The purpose of this thesis was to study the importance of an artist?s Personal brand from a record company and artist management perspective. We also aimed to investigate how these companies work to create and maintain an artist?s Personal brand. The study conducted was a case study based on interviews with staff members of a major record company, Universal Music AB, and an artist management, United Stage Management Group AB.

The theory chapter is based on a model about brand identity, ?Brand Identity Prism? (Kapferer, 2008, s.183). This model contains six elements which we have supplemented with theories about Personal branding. This because the focus and theory on a person's brand identity is almost non-existent. The purpose of the study is therefore to examine how editors at fashion magazines are working with their brand identity in the Personal brand and thereby create an understanding of the identity function.

The climate at the labour-market in Sweden today means that students who have recently passed their examinations find it quite difficult to find work. The competetiveness calls for a strategy to find advantages in the employment process. The strategy explored in this thesis is called Personal branding. We believe that by building a strong Personal brand you can increase the possibilities to influence the decisions of those responsible for recruitments in our society. The question we ask ourselves in this essay is how to build a Personal brand with the power to give students a competetive advantage in the employment process.

Purpose: The purpose of our thesis is to analyze the application of models from product branding on job-seeking business students as a way to establish a Personal brand.Conclude: We found that the principles of product branding closely resembles those of Personal branding and are therefore applicable. The models that build a products brand can do the same for a business student. Thereby we can conclude that Personal branding does derive from product branding..

Authors: Phia Bergdahl & Karin TydénTitle: This is the era of the Personal brand ? a study about the role of a Personal brand in a professional context in modern societyLevel: BA Thesis in Media and Communication StudiesLocation: Linnaeus UniversityLanguage: SwedishNumber of pages: 54Background In pursuit of being unique and stand out, it has become fashionable to market yourself as a Personal brand. According to some experts on the subject, this has become a necessity for survival in the tough competition about the jobs and the customers. With Internet and social media as a natural element in our society, we also have to relate to these channels when it comes to communicating ourselves.Purpose The purpose of this study is to examine the role of the personal brand in a professional context in modern society and to explore Internet involvement in communicating the brand.TheoriesWe have used Bauman?s theory of ?consumer society?, how we live in a society where we are both the consumers and the goods consumed. We have also used Castells?s theory of "network society" and how its growth is changing our culture.

The authors study the effects of brand salience on how consumers form brand attitudes and how consumers value the importance of various brand attributes. The study was conducted through two separate tests, the one focusing on the link between brand salience and brand attitudes and the other focusing on the link between brand salience and evaluations of attribute importance. Both tests measured brand salience as the ease with which brands are recalled by respondents who have been cued with a specific product category. The results show that brand salience has direct effects on both brand attitudes and the evaluation of attribute importance. As brands are recalled, high brand salience for a brand creates a more positive attitude towards that brand in the mind of the consumer.

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:? In which ways can the customer affect the communicated image of a brand?? To what extent can the customer influence the brand image and the perceived value?? Who has control over the brand, the customer or the company?For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis.

Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers? view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image.

Personal branding is a common phenomenon within the Swedish business world, although less applied on the competitive and fast paced music industry. In order to strengthen Swedish artists' Personal brands and to ensure congruence between the artists' presented identities and the target audiences' perceived images, we have developed a model, containing of seven essential factors. The seven dimensions authenticity, credibility, certainty, openness, availability, awareness and timeliness help improve strength when communicating brand identity, as well as minimizing potential discrepancy between identity and image. This report examines the brand strategies within the Swedish music industry through a case study of Sweden's largest pop star, Eric Saade, where Team Saade's communicated identity is compared to the targets audience's perceived image of Saade. Overall, Saade's Personal brand has a high level of congruence, except from the clarity dimension, where his words are considered differing from his actions.

The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

Purpose/Aim: To describe likenesses and differences between the personal identity of the common Kalmar nation member and the collective identity of the organization Kalmar nation as described by said members.Material/Method: Collecting data through a quantitative survey, where the members answer questions about themselves and Kalmar nation, and subsequent analysis of said data by means of theories about personal, collective, and brand identity.Main results: After analyzing the data from the survey I conclude that there exists both likenesses and differences between the organization and its members. Some likenesses are more pronounced than others, and the same can be said for the differences. However, within the three areas of study (specific identity traits, politics and music) politics and music showed more similarity between the members and the nation than the specific identity traits did. The most interesting aspect of the analysis show that the members have quite a common view of the organization despite their own widely different descriptions of themselves..