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Part of the book series: Palgrave Studies of Marketing in Emerging Economies ((PSMEE))

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Abstract

From the late twentieth century, personal branding has gained much traction. There is a general acceptance that each individual has a brand and that it is those who put in the effort, who understand the benefits of a strong personal brand, who end up creating effective personal brands. Such merits include financial considerations as well as a large following. In developing a great personal brand, individuals are to consider the various elements that make up a brand and to go through the necessary steps. It is only in putting in the work needed that a great personal brand emerges with all its attendant advantages. In a workplace characterised by highly qualified individuals, developing strong personal brands will be immensely beneficial not only to individuals but also to organisations they work for. New media, mainly social media, has unique advantages for individuals who desire to develop great personal brands. This chapter discusses the phenomenon of personal branding, focusing on issues such as brand equity and brand loyalty as they relate to personal branding. The elements and the process that lead to an effective personal brand are discussed. Examples of some successful personal brands are provided at the end of the chapter.

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Halm, J.N. (2022). Personal Branding. In: Adeola, O., Hinson, R.E., Sakkthivel, A.M. (eds) Marketing Communications and Brand Development in Emerging Economies Volume I. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-88678-3_9

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