Ndarboy Genk Personal Branding Strategy in the Dynamics of Popular Javanese Music

Unveiling physicians’ personal branding strategies in online healthcare service platforms

UK police call in consultant

Purpose – The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers’ own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer’s brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality, and corporate personality on consumer-brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predic...

As digital social networks become an integral part of career placement, advancement, and professional networks, young professionals are required to find ways to compete for the attention of potential and current employers. One of the theories that have been used across diverse areas from marketing scholars (Zamudio et al., 2013, Close et al., 2011; Noble et al., 2010) to fashion models (Parmentier et al., 2013) to understand self-promotion for professionals is personal branding. Recent articles like Swaminathan et al. (2020) have expressed the need to understand better how consumers are branding themselves in the hyperconnected world and what psychological consequences emerge. Parmentier and Fischer (2021) recognize that there is a gap in the literature about how individuals do and protect their personal brand. Rangarajan et al. (2017) suggest that managers need to backing employees on their personal branding efforts that will benefit the company and the employee. As no research has been conducted to analyze how young professionals use personal branding to develop their careers dynamic environments such as social media, this study aims to explore the perceptions and experiences of recent business program graduates regarding the use of personal branding strategies based on impression management to advance their careers. This research explores how recent business professionals develop their brand by using impression management behaviors in the professional social network called LinkedIn, one of the largest social media platforms for professionals in the USA. Using an interpretative phenomenological analysis (IPA), this study used focus groups to explore young business professionals' perceptions and experiences using personal branding strategies based on impression management actions. The findings reveal the relevance of branding as young professionals engage in branding strategies to advance their careers. Different themes emerged to describe the participants' perceptions and experiences using personal branding strategies based on impression management behaviors: Enhancement, Ingratiation, Self-Promotion, Exemplification, Personal Branding, Personal Branding Strategies, and Personal Branding on LinkedIn. The recent business professionals develop their brand initially, sometimes unintentionally, and by inertia, and as they mature in their professional studies and or professional roles, they become self-aware of the importance of personal branding and become strategic about their branding efforts. This study contributes to the personal branding literature by extending our understanding of branding strategies based on impression management in a social media platform. The paper also contributes to our knowledge of job markets by pointing out how important personal branding is for recent business graduates to advance their careers. Lastly, this research also extends our understanding of LinkedIn as an online personal branding representation of individuals commencing their professional careers. These insights are of increasing importance, as employers are required to find new ways to attract, hire, and retain human resources in the digital realm.

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

This study examines how Rachel Lim, the co-founder of the women’s fashion brand Love, Bonito, strategically builds her personal branding through her Instagram account @ms_rach. The main issue addressed in this research is the growing significance of social media, particularly Instagram, in shaping personal identity and influencing brand perception. The objective is to analyze Rachel Lim’s personal branding strategies using Peter Montoya’s eight principles of personal branding. This research employed a qualitative descriptive method with a constructivist paradigm. Data were collected through direct observation of Instagram activities, in-depth interviews with Rachel Lim and selected followers, and supporting documentation. Thematic analysis was applied by categorizing content according to Montoya’s framework: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. The findings reveal that Rachel Lim’s Instagram content consistently reflects the elements of effective personal branding. Her posts not only highlight her professional role but also integrate personal values, such as authenticity, empowerment, and family balance. These elements reinforce her identity as both a brand leader and a relatable figure. Her ability to combine her business vision with inspirational content strengthens the alignment between her personal brand and the mission of Love, Bonito. The study concludes that Rachel Lim has successfully utilized Instagram as a powerful platform to build a consistent and influential personal brand.

This study aims to analyze the effect of agent personal branding, product quality, and brand image on purchasing decisions for Canbeauty skincare at Canbeauty Official Gresik agents. This research is motivated by the increasing competition in the skincare industry and increasing consumer awareness of product safety and quality. The research method used is quantitative with a descriptive approach and multiple linear regression analysis. The sample of this study consisted of consumers who had consulted and purchased Canbeauty skincare products at Canbeauty Official Gresik agents. The results showed that the three independent variables Personal Branding, Product Quality, and Brand Image simultaneously influence Purchasing Decisions. Partially, each variable also has an influence on purchasing decisions. The implications of this research can be a marketing strategy for companies and agents to increase consumer loyalty and trust through strong Personal Branding, maintained Product Quality, and positive Brand Image.

In the digital era, the personal branding of lecturers and alumni plays a strategic role in enhancing university brand awareness. A strong academic identity and a positive image presented through digital platforms can strengthen the reputation of higher education institutions. This study aims to analyze how optimizing the personal branding of lecturers and alumni contributes to shaping university brand awareness. The research method used is a literature review by analyzing various scientific sources related to personal branding, brand awareness, and digital marketing strategies in the context of higher education. Data were collected from academic journals, books, and relevant publications discussing the role of digital media in building the image of academic institutions.The findings indicate that consistent and authentic personal branding of lecturers and alumni on digital platforms such as social media, university websites, and professional networks can enhance university exposure and appeal to prospective students and other stakeholders. Active interaction, expertise-based content, and participation in online academic discussions are key factors in building credibility and public trust. The implications of this study provide insights for universities in designing effective digital branding strategies by leveraging the active role of lecturers and alumni. Universities should encourage the strengthening of personal branding through training programs and structured digital communication policies to enhance institutional competitiveness at both national and global levels.

The article is dedicated to the study of personal branding as a powerful social tool capable of influencing the consciousness and behavior of others. Special attention is paid to the dual nature of this phenomenon: on one hand, a personal brand can serve as a source of inspiration, motivation, and a role model, while on the other – as a means of manipulation and influence for self-serving purposes. The research explores the mechanisms through which influence becomes either constructive or destructive. The article also analyzes modern approaches to personal branding in the context of the information society and digital communications. Psychological and communication techniques that foster trust, loyalty, or, conversely, create illusions and manipulate decisions will be examined. Particular attention is given to the ethical boundaries between persuasion and manipulation in brand development. The research emphasizes the critical role of authenticity in maintaining a positive personal brand, highlighting how deviations from authenticity can lead to mistrust and reputational risks. In this context, the balance between self-promotion and genuine value creation is explored. The analysis extends to how cultural factors shape perceptions of personal branding, making certain strategies more effective in specific regions. Realworld examples of influential personalities from both Ukrainian and global contexts who leverage their personal brands for social, political, and business objectives are provided. Additionally, the article includes a comparative analysis of inspirational versus manipulative approaches to personal branding, drawing on scholarly sources and contemporary case studies. Finally, it investigates how digital platforms not only transform the methods of building a personal brand but also amplify both the positive and negative impacts of personal branding strategies. The study highlights the importance of ethical considerations in personal branding, emphasizing that trust and credibility are crucial for long-term success. It examines the psychological aspects of audience perception, exploring how emotions, values, and cultural backgrounds affect brand reception. The role of social media algorithms in shaping personal brand visibility and influence is also discussed. Furthermore, the article provides recommendations for building a sustainable personal brand that aligns with ethical principles. By integrating theoretical analysis with practical examples, the study offers a comprehensive understanding of personal branding in the modern digital era.

This research aims to determine the influence of Vincent Desta's personal branding by looking at the concept of guerilla marketing as a marketing element on the brand image on the Vindes Store Instagram. This research data was obtained from the results of distributing questionnaires with a population sample of 190 respondents processed using SPSS. The findings of this research show that there is a positive influence of the personal branding variable on brand image partially, the guerilla marketing variable also has a positive influence on brand image partially, the personal branding and guerilla marketing variables have a simultaneous influence on brand image with an R - Square value amounting to 14.7% with the variability of brand image being explained by personal branding and guerilla marketing.

Purpose of the Study This study highlights the value of teaching personal branding to university students and preparing them for the workforce. A conceptual model of the personal branding process is proposed utilizing Bandura’s self-efficacy theory. We examine how student confidence in their personal brand management (personal brand management efficacy) and their ability to reference themselves and others as brands (personal brand belief concept) influence the authenticity of their personal brand, which impacts the self-actualization of students. Method/Design and Sample Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze 117 undergraduate business student participant responses from a large university in the southeastern United States. Results Personal brand concept belief and personal brand management efficacy positively influenced personal brand authenticity . Personal brand authenticity positively influenced self-actualization . Further, the effects of personal brand concept belief and personal brand management efficacy on self-actualization are mediated by personal brand authenticity. Value to Marketing Educators As university graduates encounter competitive and volatile employment markets, educators can provide value through teaching personal branding strategies. Our results suggest personal branding has the potential to provide direction and advantages to students navigating the job search process. Academic programs can assist students in their personal branding through coursework, assignments, and interactions with industry professionals who have created their own successful brands.

Personal branding—how individuals establish and communicate their unique traits and skills to facilitate their life goals—has become a topic of interest for many scholars and practitioners alike. One of the most widely used channels through which personal branding is executed is YouTube. There are several YouTubers, as we speak, who strive to promote their channel—their personal brand—by establishing their online identity and communicating such identity to their target audience. The studies have shown that the main target audience on YouTube, whose rising influence boosts the popularity of online video content viewing, is the millennials, especially Thai millennials as Thailand is now one of the top 10 countries with highest YouTube watch time. Despite the potential on YouTube, there are only a handful of influential YouTubers whose personal brands are successfully promoted. With the use of methodological triangulation of in-depth interviews, content analysis, and online questionnaires, this thesis study has uncovered the personal branding strategies of influential YouTubers with successful personal brands and the perceptions of their target audience (Thai millennials who are their regular viewers and/or subscribers) toward them. It has fulfilled the research objectives of determining how influential YouTubers establish their personal brand, communicate their personal brand, and develop and maintain relationships with their target audience, as well as how Thai millennials perceive them and their personal brand.

The rapid advancement of communication technology has significantly influenced the way individuals build their personal brand, particularly through visual platforms such as Instagram. Erika Richardo, a young Indonesian painter and content creator, is one example of how personal branding can be developed creatively and consistently in the digital space. This study aims to describe Erika Richardo’s personal branding strategy through her Instagram account @erikarichardo using Peter Montoya’s eight principles of personal branding: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. The research uses a qualitative descriptive content analysis method, with data collected through observation, documentation, and literature review. The findings show that Erika applies all eight principles in shaping her personal brand. She stands out through her artistic focus on unique painting media, consistent content uploads, and inspirational storytelling. Her branding reflects authenticity, leadership in community projects, and a strong connection between her online persona and real-life values. By maintaining consistent visual identity and interacting with her audience, Erika has successfully positioned herself as an inspirational and professional young artist. This research contributes to a broader understanding of how personal branding can be effectively implemented by creative individuals through social media platforms.

Digital media, especially social networks like Instagram contributes to the emergence of a worldwide culture also known as a virtual community. The following study's goal is to define and pinpoint the personal branding tactics used by Hotman Paris to promote his legal services through social media posts on Instagram. The research method used in this research is qualitative with case study method. As a very popular and controversial lawyer, Rotman Paris not only actively uses Instagram as a medium to promote his legal services, but he also shares information and knowledge, handles a problem, informs the government of activities carried out, or even as simply greets the public through his post. Rotman Paris uses personal branding strategies by positioning himself not only as a famous lawyer but also dignified and sincere lawyer, which is shown from several posts on his personal Instagram account. Through this research, we found that Hotma11 Paris employs personal digital branding strategy which consists of factors such as: defining who you are, determining what you do, positioning yourself, and managing your brand through his Instagram account @hotmanparisofficial.

This study aims to develop a strategic model for the impact of social media on the creation and development of personal sports branding among Olympic athletes. A mixed-methods research approach was employed, incorporating both qualitative and quantitative methodologies. The statistical population included 39 elite Olympic athletes from Mazandaran province, with 25 participants selected through purposive sampling for the qualitative phase and 155 participants selected through convenience sampling for the quantitative phase. Data collection involved semi-structured interviews and a structured questionnaire, analyzed using descriptive and inferential statistics, including structural equation modeling. The qualitative data were examined using grounded theory analysis with open, axial, and selective coding. The results indicated that social media significantly influences the personal branding of Olympic athletes, with a strong correlation between social media engagement and brand development. Managing opportunities and threats in digital spaces plays a crucial role in brand sustainability, and effective social media use enhances fan interaction, marketability, and sponsorship potential. The findings also demonstrated that athletes with strong personal branding are more likely to achieve financial success through digital marketing strategies. Structural equation modeling confirmed that personal branding strategies positively impact the transition to global branding. The highest correlation was found between digital branding strategies and financial gains, suggesting that social media presence is essential for brand monetization. Social media serves as a powerful tool in developing and promoting personal sports branding, allowing Olympic athletes to enhance their visibility, engagement, and economic opportunities. Implementing strategic branding efforts, managing digital presence effectively, and utilizing professional marketing strategies can lead to greater success in both national and international markets. The findings emphasize the necessity of structured approaches to digital branding for sustainable athlete branding development.