Betydelsen av ledarens personliga varumärke för företagets varumärke: En kvalitativ studie om fyra ledare och deras uppfattning om sina personliga varumärken samt betydelsen varumärkena har för mervärdet i deras företags varumärken.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The personal brand derives from the marketing brand, and argues that a person can take control over other people’s perceptions about him or her. The personal brand can benefit the person but it can also give advantages to his or her company. The interest in, and the purpose of the personal brand, has increased the last ten years. Leaders of large companies in Sweden consider it to be of utmost importance to have an influence on their co-workers. They consider their personal brand to be advantageous in their practice of leadership. The leaders personal values are the foundation of the identity in their personal brands. The values of their personal brand should reflect the values of their company because it helps building an organisational culture in accordance with the companies’ values.
The personal brand has many advantages and the purpose of this paper is to focus on the values of the personal brand and what it can contribute to their company. To focus on the personal brand we also want to create understandings and dissect its constituents, image and identity.
To do so we refer to the model by Kapferer (2008) the "identity prism", where the brand consists of six parts. This paper is a qualitative research with a deductive approach. We interviewed four business leaders from four different large companies in Sweden.
This paper argues that the personal brand of business leaders has a great effect and influence on the organisational culture, which is made up by the co-workers together with the leader. Furthermore, great assets are brought in to the organization depending on how well the leader makes use of his personal brand. These assets contribute to brand equity to the company.
Place, publisher, year, edition, pages
2012. , 51 p.
personal branding, marketing brand, organizational culture, leadership
personligt varumärke, varumärke, ledarskap, företagskultur
IdentifiersURN: urn:nbn:se:hh:diva-19209OAI: oai:DiVA.org:hh-19209DiVA: diva2:543402
Subject / course
UppsokSocial and Behavioural Science, Law