This is the era of the personal brand : En studie om betydelsen av det personliga varumärket i professionella sammanhang i dagens samhälle

Detta är en Kandidat-uppsats från Linnéuniversitetet/Institutionen för samhällsvetenskaper, SV; Linnéuniversitetet/Institutionen för samhällsvetenskaper, SV


Authors: Phia Bergdahl & Karin Tydén

Title: This is the era of the personal brand – a study about the role of a personal brand in a professional context in modern society

Level: BA Thesis in Media and Communication Studies

Location: Linnaeus University

Language: Swedish

Number of pages: 54


In pursuit of being unique and stand out, it has become fashionable to market yourself as a personal brand. According to some experts on the subject, this has become a necessity for survival in the tough competition about the jobs and the customers. With Internet and social media as a natural element in our society, we also have to relate to these channels when it comes to communicating ourselves.


The purpose of this study is to examine the role of the personal brand in a professional context in modern society and to explore Internet involvement in communicating the brand.


We have used Bauman’s theory of “consumer society”, how we live in a society where we are both the consumers and the goods consumed. We have also used Castells’s theory of "network society" and how its growth is changing our culture. We have also used some general brand theories.


Our study is based on two methodological approaches. We have chosen to use a qualitative study consisting of interviews with experts within the field, and a quantitative study in the form of a questionnaire with a strategic selection of respondents.


A personal brand plays a significant role in today's society, both professional and private. A strong personal brand reflects who the individual are, what the person stands for and contribute to the environment. It is a contributory factor for success in business and in the creation of identity. Internet and social media are good tools to communicate the personal brand. Regardless of financial means or status in society, the individual can build a platform to spread the message. The purpose of the visibility is important and it must be kept in mind that these channels may not only increase, but also reduce the credibility.

Key words

Personal brand, branding, communication, Internet, social media, consumer society, network society

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