IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v60y2017i5p657-666.html
   My bibliography  Save this article

Strategic personal branding—And how it pays off

Author

Listed:
  • Rangarajan, Deva
  • Gelb, Betsy D.
  • Vandaveer, Amy

Abstract

Unlike companies or products, individuals possess intrinsic personal branding as a result of personality qualities, past experience and development, and communication with others—whether they know it or not. In this sense, every person already has a personal brand of some kind. The challenge is to manage that brand strategically. We offer a process for doing so, beginning with self-analysis. Then we review published sources and summarize interviews about the personal brands of 33 U.S. and European sales executives and managers, salesforce members, and professionals who sell their own services. The interviews indicate roughly equal emphasis on competence and personal qualities in creating personal brands, as well as significant interest in distinctiveness, and the respondents provide a range of examples of how personal branding pays off. This investigation leads to our basic recommendation: Follow a strategic self-branding process based on one’s values and competencies, similar to the branding methods of companies and products, but with the understanding that personal branding will change as one’s career advances.

Suggested Citation

  • Rangarajan, Deva & Gelb, Betsy D. & Vandaveer, Amy, 2017. "Strategic personal branding—And how it pays off," Business Horizons, Elsevier, vol. 60(5), pages 657-666.
    • Handle: RePEc:eee:bushor:v:60:y:2017:i:5:p:657-666
    DOI: 10.1016/j.bushor.2017.05.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007681317300678
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.bushor.2017.05.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. ., 2015. "Representing games," Chapters, in: Game Theory and Public Policy, Second Edition, chapter 2, pages 8-26, Edward Elgar Publishing.
    2. R. Chumpitaz & N. Paparoidamis, 2007. "Service quality, relationship satisfaction, trust, commitment, and business-to-business loyalty," Post-Print hal-00199063, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wei, Zihan & Zhang, Mingli & Qiao, Tong, 2022. "Effect of personal branding stereotypes on user engagement on short-video platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Dominyka Venciute & Cen April Yue & Patrick D. Thelen, 2024. "Leaders' personal branding and communication on professional social media platforms: motivations, processes, and outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 38-57, January.
    3. Veronica Ioana ILIEȘ, 2018. "Strategic Personal Branding For Students And Young Professionals," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 1, pages 43-51, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yi Mei & Xiaoyan Xu & Xiaodong Li, 2020. "Encouraging Patient Engagement Behaviors from the Perspective of Functional Quality," IJERPH, MDPI, vol. 17(22), pages 1-15, November.
    2. Shakiba Ghadir Jamal Abad & Jalali Seyed Hossein, 2013. "Conceptualization Of Customer Based Brand Equity In Financial Service Sector," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(1), pages 123-133, April.
    3. Yu-Te Tu & Yu-Yi Chang, 2011. "Relationships among Service Quality, Customer Satisfaction and Customer Loyalty in Chain Restaurant," Information Management and Business Review, AMH International, vol. 3(5), pages 273-282.
    4. Zhenjie Wang & Chunling Zhu & Shanwu Tian & Ping Li, 2019. "Differentiation and pricing power of online retailers," Frontiers of Business Research in China, Springer, vol. 13(1), pages 1-20, December.
    5. Jinsoo Hwang & Seongseop (Sam) Kim & Insin Kim & Seulgi Park, 2023. "Factors Affecting the Memorable Experiences of Chinese Customers in Duty-Free Shopping," SAGE Open, , vol. 13(4), pages 21582440231, October.
    6. Simona-Mihaela TRIF, 2012. "Antecedents and consequences of relationship quality. A case study of banking sector in Romania," Timisoara Journal of Economics, West University of Timisoara, Romania, Faculty of Economics and Business Administration, vol. 5(18), pages 253-271.
    7. Sara Parry & Paul Westhead, 2016. "Mobilizing relationship marketing to ensure venture development in a rural resource-constrained bilingual context: The case of Draig Technology Limited," Working Papers 16002, Bangor Business School, Prifysgol Bangor University (Cymru / Wales).
    8. Yihan Huang & Daehwan Kim, 2023. "How Does Service Quality Improve Consumer Loyalty in Sports Fitness Centers? The Moderating Role of Sport Involvement," Sustainability, MDPI, vol. 15(17), pages 1-24, August.
    9. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    10. Eymann, Torsten (Ed.), 2009. "Tagungsband zum Doctoral Consortium der WI 2009 [WI2009 Doctoral Consortium Proceedings]," Bayreuth Reports on Information Systems Management 40, University of Bayreuth, Chair of Information Systems Management.
    11. Julia Wojciechowska-Solis & Magdalena Śmiglak-Krajewska & Domenico Viti, 2022. "Identification of the Quality Gaps in the Services Offered in Accommodation Facilities in Rural Areas: The Case of the Lublin Region," Sustainability, MDPI, vol. 14(24), pages 1-15, December.
    12. , Le Thanh Tung, 2024. "Impact of relationship quality on customer loyalty: A study in the banking system," OSF Preprints qzpxk, Center for Open Science.
    13. Erdogan, Murside Rabia & Camgoz, Selin Metin & Karan, Mehmet Baha & Berument, M. Hakan, 2022. "The switching behavior of large-scale electricity consumers in The Turkish electricity retail market," Energy Policy, Elsevier, vol. 160(C).
    14. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    15. Chen Qian & Stefan Seuring & Ralf Wagner, 2021. "Reviewing interfirm relationship quality from a supply chain management perspective," Management Review Quarterly, Springer, vol. 71(3), pages 625-650, July.
    16. M. Balaji, 2015. "Investing in customer loyalty: the moderating role of relational characteristics," Service Business, Springer;Pan-Pacific Business Association, vol. 9(1), pages 17-40, March.
    17. Munawwer Husain, 2015. "The Role of Brand Loyalty: The Case Study of Telekom Malaysia," International Review of Management and Marketing, Econjournals, vol. 5(3), pages 173-179.
    18. Ming-Chih Tsai & Rico Merkert & Jiana-Fu Wang, 2021. "What drives freight transportation customer loyalty? Diverging marketing approaches for the air freight express industry," Transportation, Springer, vol. 48(3), pages 1503-1521, June.
    19. Song Bee Lian & Liew Chee Yoong, 2017. "The Effectiveness of Strategic Relationship Marketing: Exploring Relationship Quality towards Customer Loyalty," International Business Research, Canadian Center of Science and Education, vol. 10(12), pages 159-166, December.
    20. Barakat, Livia L. & Ramsey, Jase R. & Lorenz, Melanie P. & Gosling, Marlusa, 2015. "Severe service failure recovery revisited: Evidence of its determinants in an emerging market context," International Journal of Research in Marketing, Elsevier, vol. 32(1), pages 113-116.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:60:y:2017:i:5:p:657-666. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.