Personal branding as a market tool

Personal Branding is deemed as an unavoidable aspect of entrepreneurship and social acceptance. Individuals should establish, develop, maintain and take advantage of a Personal Brand. The benefits of a Personal Brand should be embraced and used to market themselves and highlight their uniqueness. The aim is to investigate the relationship between Professional Life, Social Media Presence, Values, Competencies, Communication as the independent variables and Personal Branding as the dependent variable. It was concluded that there are important factors that positively influence Interpersonal Personal Brand as well as Intellectual Personal Brand, which are the two components that make up Personal Brand. There is limited research on the factors that influence Personal Branding in South Africa. Through literature review, factors were identified and used to form a conceptual model. This model was tested to measure their relationship with Personal Branding. An online questionnaire was distributed to MBA students, family and friends who made up the study’s respondents. The results obtained after conducting correlation and ChiSquare tests were used to determine the relationship between the identified factors with Personal Branding. This study explores how individuals can use Personal Branding as a marketing tool. These individuals include those who want to create or further expand their current Personal Brand and use it as a marketing tool. This treatise explored the factors needed to be considered for Personal Branding a marketing tool for individuals. Personal Branding can be used at the beginning of a career, during a transition of a career or even when wanting to explore a new career. Personal Brand was initially considered the only factor. However, this study concludes that Personal Branding is made of up of two components: Interpersonal Personal Branding as well as Intellectual Personal Branding. The findings concluded that independent factors, Professional Life, Values, Competencies and Communication all have a positive significant influence on Personal Branding as a whole, as well as the components it is made up of, Interpersonal Personal Branding and Intellectual Personal Branding. The independent factor Social Media Presence positively influences Interpersonal Personal Branding only. v This study makes theoretical contributions by broadening the definition of Personal Branding. The study defines the research methodologies for Personal Branding which could be used for future studies. The Associative Network Theory in relevance to Personal Branding is explored. The practical contribution of this research includes a hypothesised model which was tested. This study should be repeated to include a bigger sample size that is more equally distributed within South Africa. Additionally, for future studies, it would be recommended to incorporate the development of Personal Branding as an independent factor to measure its effect on Personal Branding. Another recommendation for further research is to conduct research on policies, which can be put forward to assist with the managing of Personal Branding for entrepreneurs.Thesis (MSc) -- Faculty of Business and Economic Sciences, 202