Competing on the job market- a study of the relationship between product- and personal branding

Sammanfattning: Purpose: The purpose of our thesis is to analyze the application of models from product branding on job-seeking business students as a way to establish a personal brand. Conclude: We found that the principles of product branding closely resembles those of personal branding and are therefore applicable. The models that build a products brand can do the same for a business student. Thereby we can conclude that personal branding does derive from product branding.