Abstract
A personal brand’s equity increases as it grows an audience and continues to offer positive experiences. However, public awareness of negative experiences can pose several possibilities of risk. Unlike a product or corporate brand, personal brands are judged on more than the value that they offer. Consumers expect a personal brand to consistently be “on brand” and a step out of character could cause a brand crisis.
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Waller, T. (2020). Personal Brand Reputation Management. In: Personal Brand Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-43744-2_8
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