DOI: 10.5176/2251-2098_EMG17.9
Authors: Adele Potgieter; Marianne Doubell, HB Klopper
Abstract: The concept of personal branding has been debated by many authors, yet only a little empirical literature on the Authentication of personal branding exists. This paper conceptualizes the term personal branding and reports on the findings of an empirical test relating to the elements of an Authentic personal brand. Data was sourced from 315 respondents, representing eight different industries from the Top500 company list in South Africa. This study is unique as the elements of an authentic personal brand claimed by Rampersad (54; 55) has never (as far as could be established,) been empirically tested. Exploratory research design was utilized and a computer aided self-administered Web-based Survey was used as data collection method. The study concludes that the following elements constitute an authentic personal brand namely: authenticity; consistency; relevance; authority; distinctiveness; integrity; goodwill and persistence. The personal brand of individuals are influenced by age, the industries working in and position held within an organization. As a result, the elements of an authentic brand are the same for all individuals, but the personal brand of each individual is unique.
Keywords: Authentic personal branding; Individual identity; Individual image.
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