Personal branding – möjlighet eller krav?

Sammanfattning: 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.