It's all about you

Sammanfattning

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.