Personal branding – möjlighet eller krav?

Jahja, Justus; Ahmad, Niran; Skog, Magnus

Personal branding – möjlighet eller krav?

Mark

Jahja, Justus ^LU ; Ahmad, Niran ^LU and Skog, Magnus ^LU (2015) FEKH29 20142
Department of Business Administration

Abstract: Abstract

Title: Personal branding – opportunity or necessity?

Seminar date: 2015-01-15

Course: FEKH29 Business administration: Degree Project in Marketing,
Undergraduate Level, 15 hp.

Authors: Magnus Skog, Justus Jahja, Niran Ahmad

Advisor: Jon Bertilsson

Key words: Social media, brands, Ceo, financial result

Objective: The objective of this thesis is to in an explorative approach obtain the interplay between Swedish business leaders' personal brand and their corporates` brand.

Method: We conducted semi-structured qualitative interviews on the basis of hermeneutics. Our scientific approach has been of an abductive nature in which we combine existing literature with our interviews in order to generate new insights... (More); Abstract

Title: Personal branding – opportunity or necessity?

Seminar date: 2015-01-15

Course: FEKH29 Business administration: Degree Project in Marketing,
Undergraduate Level, 15 hp.

Authors: Magnus Skog, Justus Jahja, Niran Ahmad

Advisor: Jon Bertilsson

Key words: Social media, brands, Ceo, financial result

Objective: The objective of this thesis is to in an explorative approach obtain the interplay between Swedish business leaders' personal brand and their corporates` brand.

Method: We conducted semi-structured qualitative interviews on the basis of hermeneutics. Our scientific approach has been of an abductive nature in which we combine existing literature with our interviews in order to generate new insights regarding the subject.

Theoretical perspectives: We have used both theories that relate specifically to business leaders' personal brand as well as more general sociological theories such as the Halo effect. We have also presented some key theories about how to adequately create and take care of a personal brand.

Empiricism: The empirical data for this paper are based on four in-depth interviews of managers at smaller companies in Sweden. The interviews were recorded and lasted about 30 minutes.

Results: After analyzing our empirical work with help from the theories we have applied throughout the thesis, we have found two main components that are central to the concept of personal branding. These are legitimacy and coherence. These elements are dependent of the industry in which the company operates as well as the size of the company. In this part we also give suggestions for further research that can be done within the topic personal branding. (Less)
Abstract (Swedish): Sammanfattning

Examenarbetets titel: Personal branding – möjlighet eller krav?

Seminariedatum: 2015-01-15

Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng

Författare: Magnus Skog, Justus Jahja, Niran Ahmad

Handledare: Jon Bertilsson

Nyckelord: Sociala medier, varumärke, företagsledare, finansiellt resultat

Syfte: Uppsatsens syfte är att i en explorativ ansats få fram samspelet mellan svenska företagsledares personliga varumärke och deras företags varumärke.

Metod: Vi har genomfört semistrukturerade kvalitativa intervjuer med utgångspunkt i hermeneutik. Vår vetenskapliga ansats har varit av en abduktiv karaktär vilket innebär att vi kombinerar befintlig litteratur... (More); Sammanfattning

Examenarbetets titel: Personal branding – möjlighet eller krav?

Seminariedatum: 2015-01-15

Ämne/kurs: FEKH29 Företagsekonomi: Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng

Författare: Magnus Skog, Justus Jahja, Niran Ahmad

Handledare: Jon Bertilsson

Nyckelord: Sociala medier, varumärke, företagsledare, finansiellt resultat

Syfte: Uppsatsens syfte är att i en explorativ ansats få fram samspelet mellan svenska företagsledares personliga varumärke och deras företags varumärke.

Metod: Vi har genomfört semistrukturerade kvalitativa intervjuer med utgångspunkt i hermeneutik. Vår vetenskapliga ansats har varit av en abduktiv karaktär vilket innebär att vi kombinerar befintlig litteratur med våra intervjuer för att på så sätt kunna generera nya insikter i ämnet.

Teoretiska perspektiv: Vi har använt oss utav såväl teorier som specifikt gäller företagsledares personliga varumärke, som mer allmängiltiga sociologiska teorier såsom Halo-effekten. Vi har dessutom redogjort för vissa centrala teorier kring hur ett adekvat personal brand ska skapas och vårdas.

Empiri: Empirin till denna uppsats bygger på 4 djupintervjuer av företagsledare vid mindre företag i Sverige. Intervjuerna spelades in och varade i ca 30 minuter.

Resultat: Efter att ha analyserat vår empiri med hjälp av teorierna vi har använt oss utav har vi funnit två övergripande beståndsdelar som är centrala för begreppet personligt varumärke. Dessa är legitimitet och kongruens. Dessa beståndsdelar behöver anpassas efter bransch och storlek på företaget. I denna del ger vi även råd till andra företagsledare i Sverige om hur de kan resonera kring och vårda sitt personliga varumärke. Vi ger i denna del även förslag till vidare forskning som kan ske inom ämnet personal branding. (Less)

Please use this url to cite or link to this publication: http://lup.lub.lu.se/student-papers/record/5048096

author

Jahja, Justus ^LU ; Ahmad, Niran ^LU and Skog, Magnus ^LU

supervisor

Jon Bertilsson ^LU

organization

Department of Business Administration

alternative title

En studie om svenska företagsledares personliga varumärke

course

FEKH29 20142

year

2015

type

M2 - Bachelor Degree

subject

Business and Economics

keywords

Personal branding, Personligt varumärke, Företagsledare, CEO Brand, VD-varumärke, Sociala medier, Varumärkesbyggande

language

Swedish

id

5048096

date added to LUP

2015-02-11 14:55:50

date last changed

2015-02-11 14:55:50

@misc{5048096,
  abstract     = {{Abstract

Title: Personal branding – opportunity or necessity?

Seminar date: 2015-01-15

Course: FEKH29 Business administration: Degree Project in Marketing,
Undergraduate Level, 15 hp.

Authors: Magnus Skog, Justus Jahja, Niran Ahmad

Advisor: Jon Bertilsson

Key words: Social media, brands, Ceo, financial result

Objective: The objective of this thesis is to in an explorative approach obtain the interplay between Swedish business leaders' personal brand and their corporates` brand.

Method: We conducted semi-structured qualitative interviews on the basis of hermeneutics. Our scientific approach has been of an abductive nature in which we combine existing literature with our interviews in order to generate new insights regarding the subject.

Theoretical perspectives: We have used both theories that relate specifically to business leaders' personal brand as well as more general sociological theories such as the Halo effect. We have also presented some key theories about how to adequately create and take care of a personal brand.

Empiricism: The empirical data for this paper are based on four in-depth interviews of managers at smaller companies in Sweden. The interviews were recorded and lasted about 30 minutes.

Results: After analyzing our empirical work with help from the theories we have applied throughout the thesis, we have found two main components that are central to the concept of personal branding. These are legitimacy and coherence. These elements are dependent of the industry in which the company operates as well as the size of the company. In this part we also give suggestions for further research that can be done within the topic personal branding.}},
  author       = {{Jahja, Justus and Ahmad, Niran and Skog, Magnus}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Personal branding – möjlighet eller krav?}},
  year         = {{2015}},
}

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Personal branding – möjlighet eller krav?