Abstract
Once a brand has been established, it must be maintained like a business with the charisma of a person. People reach the pinnacle of their success when they are known outside of the circles in which they operate. Corporations are at the top of their game when they can find ways to continually grow. A personal brand is successful when it is able to achieve both As the future of branding turns from marketing to investing, the worlds of people and businesses will merge like never before. Ultimately, the brand is successful and sustainable when it lives outside of its origin of creation and has the potential to infinitely scale. As evidenced by the recent success of companies like Ruhnn Holdings, those who establish and manage brands will have to treat personal brands as start-ups with big enterprise potential.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Avolio, B. J., & Gardner, W. (2005). Authentic leadership development: Getting to the root of positive forms of leadership. The Leadership Quarterly, 16(3), 315–494.
Carpenter, C. (2016, November 1). Ellen DeGeneres recalls her ‘rock bottom’ after coming out as gay in Time magazine. Retrieved from https://www.dailymail.co.uk/tvshowbiz/article-3894880/I-punch-line-Ellen-DeGeneres-recalls-rock-bottom-coming-gay.html.
Davies, M. (2019, October 10). Ellen DeGeneres hasn’t had an easy ride in becoming one of Hollywood’s first openly gay women. Marie Claire. Retrieved at https://www.marieclaire.co.uk/entertainment/people/ellen-degeneres-life-story-462038.
Dosh, K. (2016, March 3). Details On The Rock’s New ‘Project Rock’ With Under Armour. Retrieved from https://www.forbes.com/sites/kristidosh/2016/03/03/details-on-the-rocks-new-project-rock-with-under-armour/#2881b0644394.
Fay, B., & Larkin, R. (2017). Why online word-of-mouth measures cannot predict brand outcomes offline: Volume, sentiment, sharing, and influence metrics yield scant online-offline WOM correlations. Journal of Advertising Research, 57(2), 132–143.
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–Exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324–348.
Gehl, R. W. (2011). Ladders, samurai, and blue collars: Personal branding in Web 2.0. First Monday, 16(9).
Gerzema, J., & Lebar, E. (2008). The brand bubble: The looming crisis in brand value and how to avoid it. John Wiley & Sons.
Goffman, E. (1967). On face-work. In Interaction Ritual, 5–45.
Goi, C. L., & Goi, M. T. (2011, February). Review on models and reasons of rebranding. In International Conference on Social Science and Humanity (Vol. 5, No. 2, pp. 445–449).
Grayson, K., & Martinec, R. (2004, September). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296–312. https://www.jstor.org/stable/10.1086/422109.
Gupta S., Czinkota, M., & Melewar, T. C. (2013, July). Embedding knowledge and value of a brand into sustainability for differentiation. Journal of World Business, 48(3), 287–296.
Hallahan, L. (2018, December 18). Alibaba-backed Chinese influencer incubator Ruhan rumored to be planning NASDAQ IPO. Forbes. Retrieved at https://www.forbes.com/sites/laurenhallanan/2018/12/18/alibaba-backed-chinese-influencer-incubator-ruhan-announces-plans-to-go-public/#7d46133e7d50.
Haven, B. (2007). Marketing’s new key metric: Engagement. Marketing, 1–15.
Hearn, A. (2008). Meat, mask, burden: Probing the contours of the branded self. Journal of Consumer Culture, 8(2), 197–217.
Ibarra, H. (2015, January-February). The authenticity paradox. Harvard Business Review. Retrieved from https://www.contracostalocalgovtacademy.com/uploads/3/8/1/3/38138031/hbr–authenticity_paradox.pdf.
Karaduman, I. (2013). The effect of social media on personal branding efforts of top level executives. Procedia-Social and Behavioral Sciences, 99, 465–473.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.
Kucharska, W. (2018, January 25). Personal brand value and social media. The top football players’ case. The Top Football Players’ Case.
Liao, R. (2019, April 3). Ruhnn, a Chinese startup that makes influencers, raises $125 M in U.S. IPO. TechCrunch. Retrieved at https://techcrunch.com/2019/04/03/ruhnn-ipo/.
Mettler, K. (2017, April 28). Ellen made Gay OK. The Washington Post. Retrieved at https://www.washingtonpost.com/news/morning-mix/wp/2017/04/28/ellen-made-gay-ok-tv-host-celebrates-20th-anniversary-of-her-coming-out-sitcom-episode/.
Meyersohn, N. (2019, April 10). Nike triumphs in Michael Jordan Jumpman logo lawsuit. Retrieved from https://www.cnn.com/2019/03/25/business/nike-michael-jordan-jumpman-logo-lawsuit/index.html.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25, 200–218. https://doi.org/10.1016/j.jcps.2014.11.006.
Nolan, L. (2015, June). The impact of executive personal branding on non-profit perception and communications. Public Relations Review, 41(2), 288–292. Retrieved from https://www.sciencedirect.com/science/article/abs/pii/S0363811114001507.
Palazzo, C. (2016, November 23). Barack Obama ‘chokes up’ as he awards Ellen DeGeneres medal of freedom. The Telegraph. Retrieved at https://www.telegraph.co.uk/news/2016/11/23/barack-obama-chokes-awards-ellen-degeneres-medal-freedom/.
Ponsford, M. (2019, November 1). Remember when the NBA banned Michael Jordan’s sneakers? Retrieved from https://www.cnn.com/style/article/remember-when-michael-jordan-sneakers/index.html.
Rajagopal. (2008). Measuring brand performance through metrics application. Measuring Business Excellence, 12(1), 29–38.
Richford, R. (2014). MIPTV: Ellen DeGeneres’ Oscar selfie worth as much as $1 billion. Retrieved from www.hollywoodreporter.com/news/miptv-ellen-degeneres-oscar-sele-694562.
Scammell, M. (2007). Political brands and consumer citizens: The rebranding of Tony Blair. The Annals of the American Academy of Political and Social Science, 611(1), 176–192.
Shankar, V., Azar, P., & Fuller, M. (2008). BRAN*EQT: A multicategory brand equity model and its application at Allstate. Marketing Science—Marketing, 27, 567–584. https://doi.org/10.1287/mksc.1070.0320.
Sherman, L. E., Payton, A. A., Hernandez, L. M., Greenfield, P. M., & Dapretto, M. (2016). The power of the like in adolescence: Effects of peer influence on neural and behavioral responses to social media. Psychological Science, 27(7), 1027–1035. doi:http://dx.doi.org.ezproxy.unal.edu.co/10.1177/0956797616645673.
Simon, C. J., & Sullivan, M. J. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28–52.
Smith, S. (2014, December 23). First Air Jordans were banned by NBA for clashing with team colors. Retrieved from https://www.japantimes.co.jp/sports/2014/12/23/basketball/nba/first-air-jordans-banned-nba-clashing-team-colors/#.XTptCpNKg9c.
Tait, A. (2017, January 26). “Both hugely uplifting and depressing”: How do social media likes affect you? New Statesman America. Retrieved from https://www.newstatesman.com/science-tech/social-media/2017/01/both-hugely-uplifting-and-depressing-how-do-social-media-likes.
Ward, D. (2019). ‘Know your role’: Dwayne Johnson and the performance of contemporary stardom. Celebrity Studies, 10(4), 479–488. https://doi.org/10.1080/19392397.2019.1672998.
Waller, T. (2019, October 20). Personal interview with D. Falk.
White, P. (2020, January 12). Wrestling, Honky Tonk & Breaking The Law: Get Details About Dwayne Johnson’s NBC Series ‘Young Rock’ – TCA. Retrieved from https://deadline.com/2020/01/young-rock-dwayne-johnson-talks-nbc-comedy-series-based-on-his-life-details-spoilers-1202827995/.
Woods, L. (2018, January 28). Ellen Degeneres’ net worth on her 60th birthday. Yahoo Finance. Retrieved at https://finance.yahoo.com/news/ellen-degeneres-net-worth-her-100004275.html.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Waller, T. (2020). Strategies for Managing Personal Brand Equity. In: Personal Brand Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-43744-2_9
Download citation
DOI: https://doi.org/10.1007/978-3-030-43744-2_9
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-43743-5
Online ISBN: 978-3-030-43744-2
eBook Packages: Business and ManagementBusiness and Management (R0)