Purpose: The purpose of this study is to build knowledge about how young athletes can build their personal brand. Methodology: The study uses a qualitative approach in order to answer the research questions and the purpose of the study with a systematic literature review, to identify key factors for building a strong personal brand and apply these on a young athletes personal brand. Empiricism and analysis: The empirical results is based on the literature review of former research, which has been carefully evaluated and analyzed inductively from marketing theories to identify themes to serve the purpose and research questions of the study. The empirical results has been compared with autobiographies of known athletes. Findings: This study identifies five key factors within building your personal brand for a young athlete; identity, image, trust, strategy and reflection. These key factors create a circular model where the journey is most important, not the destination. The authors of this study suggest that new research can build upon the model and implement it on a young athlete where the findings could prove to be useful in practise, not only in theory. / Syfte: Syftet med uppsatsen är att bygga kunskap om hur unga idrottare kan bygga sitt varumärke. Metod: För att besvara problemformuleringen har en kvalitativ studie har genomförts med en systematisk litteraturstudie som metodansats. Detta med avsikt att identifiera nyckelfaktorer för uppbyggnaden av ett starkt personligt varumärke som sedan ska kunna appliceras på unga idrottare. Empiri och analys: Empirin i denna studie bygger på tidigare forskning som sökts fram. Dessa har sedan utvärderats och analyserats med hjälp av teorier inom marknadsföring för att induktivt identifiera relevanta teman utifrån studiens syfte och problemformulering, genom jämförelse av den tidigare forskningen som kopplats ihop med självbiografierna. Slutsatser: Studien kommer fram till fem nyckelfaktorer som ska hjälpa den unga idrottaren vid uppbyggnaden av ett personligt varumärke, dessa är Identitet, Image, Trovärdighet, Strategi och reflektion. Dessa faktorer bildar en modell som är cirkulär och ska liknas vid ett kretslopp där resan är det viktiga, den tar inte slut. Studieförfattarna föreslår alternativa tillvägagångssätt för att göra denna studie och ger förslag till vidare forskning där man kan implementera den skapade modellen, Build Your Personal Brand, praktiskt med en ung idrottare för att se om den har förankring i praktiken och inte bara i teorin.

Through the past decade live streaming has grown to be a greater sensation, creating a competitive scene among those involved. Live streamers are able to broadcast their daily life or their gameplay sessions while also interacting with viewers. As this is a relatively new phenomenon it has not yet been fully explored, and it is missing critical research in how attitudes and purchase intention among viewers change with different factors. Previous research has shown that elements such as demographics, content consumption and behavioral aspects might increase viewers’ purchase intention. Furthermore, in accordance with attitudinal theory, attitudes have been shown to correlate with the general purchase intention,  when it comes to Internet users. This study was therefore conducted to fill the gap in knowledge regarding personal branding on Twitch.tv, or Twitch in short, and how it affects attitudes with its subsequent purchase intention.   This research adopted an exploratory approach as it aimed to “explore the unknown” and to provide pertinent data for future studies. This was realized via a qualitative method of semi-structured one-to-one interviews involving both streamers and viewers. Findings show that two aspects of personal branding on Twitch have a greater potential of affecting attitudes; namely personalities of a streamer and the type of content they provide. If these two are managed well there are implications of positive attitudes among the viewers and subsequently an intention to purchase.

Att använda människor som varumärken är ett växande marknadsföringsfenomen som har fått benämningen human brand. I dag går det bland annat att hitta detta fenomen i musikbranschen där artister ses som varumärken för sin musik. Tidigare forskning visar att användning av human brand som marknadsföringsstrategi kan stärka relationen mellan konsumenter och kändisar. Att använda människor som varumärken är inte ett nytt koncept inom marknadsföring. Däremot menar forskning att begreppet human brand är relativt nytt och att det saknas kompletta ramverk och teorier inom området. Syftet med denna studie är att få en större förståelse för hur processen av varumärkesbyggande för ett human brand går till inom musikbranschen. Syftet är även att få förståelse för vilka komponenter som är viktiga, vilka aktörer som är delaktiga i processen samt vilka för- och nackdelar det finns med att använda human brand som marknadsföringsstrategi.  De valda teorierna för studien är stakeholder theory, attachment theory, brand authenticity, celebrity brand authenticity samt self-determinations theory. Studien utgår från en kvalitativ metod där semistrukturerade intervjuer med artister, marknadsförare och managers samt en fokusgrupp med konsumenter genomfördes. Resultatet visar att en av de största faktorerna till att artister lyckas med personal branding processen är genom tydliga mål och visioner av vad de vill åstadkomma. Utan detta är det svårt för marknadsförare och managers att utföra sitt jobb då det inte finns något att sträva mot. Planeringsfasen är även det en viktig faktor i processen att utveckla ett human brand. I denna fas ingår profilering och paketering, kontinuitet samt att skapa och upprätthålla en röd tråd i artisten karriär, detta för att uppfattas som äkta hos allmänheten. Studien visar att det är viktigt, både för artisten men även för konsumenter och fans att artisten är sann mot sig själv.  Resultatet visar att flera aktörer är viktiga för artisten och processen att bli ett human brand. Studien visar även på att det saknas en aktör som ser till artisten fysiska och psykiska hälsa, samt att det finns både för- och nackdelar med att använda human brand som marknadsföringsstrategi. / Using humans as brands is a growing marketing phenomena called human brand, that can be seen in the music industry where musicians have become their own brand for their music. Studies have shown that using human brands can result in a stronger relationship between the celebrity and consumers. Although using humans as brands is not a new concept in marketing, studies regarding human brands is a relatively new phenomenon that is still lacking a complete framework and theories. This study seeks to find a deeper understanding of how a musician becomes a human brand, which stakeholders are vital and what are the pros and cons of using the marketing tool human brand.  The chosen theories for the study are stakeholder theory, attachment theory, brand authenticity, celebrity brand authenticity and self-determinations theory. The selected method for the study is a qualitative research method with semi-structured interviews with musicians, marketers and managers and one focus grupp with consumers and fans. The result of the study shows that one of the biggest factors for succeeding as a musician is to have clear goals and visions of what they want to achieve. Without it, it is nearly impossible for marketers and managers to do their work. What is also found to be of great importance is the planning phase which involves profiling and packaging, continuity and maintaining a red thread through the musicians career and authenticity. The study shows that being true to oneself is an important aspect for the musician as well as to the consumers and fans.  Results show that there are numerous stakeholders that are vital for the process of becoming a human brand as a musician. The study also found a non existing stakeholder that the respondents would like to see in the future, that is an individual who only sees to the physical and psychological well-being of the musician. Furthermore the study showed that there are both pros and cons regarding using human brands as a marketing tool.

This thesis explores the conditions for perception of a person-organisation (P-O) fit between Generation Z (Gen Z) and employers in a talent acquisition context. The study is based on the presumption that the perception the candidate gets of the employer is based on the employer’s brand and vice versa. To explore these two actors' brands, personal- as well as organisational attributes identified in a literature review were used and a mixed method was adopted. The employer brand of six audit and accounting services firms and what they value in a future employee was explored through semi structured interviews. Furthermore, the personal brand of Gen Z business students and graduates and what they value in a future employer was explored through a questionnaire with 157 respondents. Based on the data, a discussion on the subject of P-O fit was conducted. Overall the results of the study both support previous research and add to it. The results indicate favourable conditions for Gen Z to perceive a P-O fit towards employers regarding four of the six identified organisational attributes. Additionally, favourable conditions were indicated regarding employers to perceive a P-O fit towards Gen Z regarding four of the seven personal attributes identified.

This research aims to facilitate sales personnel and companies in understanding the interrelation of personal branding within sales and how it should be utilized effectively. Thus, the thesis explores how sales personnel develop and communicate their personal brand, and additionally how personal branding relates to social selling in a B2B context. Using a qualitative approach, the researchers conducted semi-structured, in-depth interviews with nine participants to achieve meaningful insights about the topic. The research utilizes a deductive approach and a form of directed analysis where the findings are closely related to the conceptual framework (Figure 1). It was found that authenticity is a major aspect when communicating a personal brand. This is since supporting other salespeople, offering expertise, and creating relationships were essential. Furthermore, findings regarding the development of a personal brand indicated changes in professional and personal life as prominent factors. The discoveries reported that processes such as self-reflection and idea-batching, in which values are at the core of evolving the personal brand, can be beneficial. Moreover, the study identifies how personal branding relates to social selling in a B2B context. The researchers found that personal branding can form the base for successful social selling in terms of the connection between the two concepts. It was indicated that social selling would function as a Pull-strategy when incorporating a strong personal brand. In summary, this thesis offers insightful information on the essential function of personal branding for sales personnel and businesses in the B2B context, elucidating the development and communication of a personal brand and its relationship with social selling.

The increase in digitalisation of society and the growth of the internet has increased the development and activity of the media. People who are active in media create a personal brand with a goal to portray positive connections to themselves in order to attract opportunities. If the person behaves or says something controversial they face a risk of getting canceled. Cancel culture is a term that is researched in this paper and indicates that a person has made a mistake. This leads to the person being hung out in public, meaning a negative image for the personal brand. By getting canceled the person gets fired from their job or removed from a specific environment. The purpose of this study is to analyze how two Swedish celebrities use personal branding as a strategy to reestablish themselves in the media using crisis- and strategic communication within today's cancel culture. Using a qualitative research method with a focus on strategic and crisis communication this study uses a hermeneutic method based on interpretation to analyze the specific strategies that Paolo Roberto and Alexander Bard uses when trying to reestablish themselves.  The study analyzes Alexander Bard and Paolo Robertos communication on social media platforms and oral interviews on the Swedish channel TV4 after being fired for their behavior. The study examines the use of strategies by Roberto and Bard in their communication. The empirical data is based on the interviews with TV4 and posts on social media regarding the incident that got Bard and Roberto canceled. It was found that Roberto and Bard used two different types of communication strategies when trying to reestablish themselves after being canceled and this study examines if their strategies were successful or not. The study answers the question on how personal branding can be used as a method to reestablish a brand after being canceled.

In this thesis I ́m trying to to find out whether we need to make our art into a product and I am using myself and my career as an example of a product. I wanted to use the word “product” in a positive way and inspire people to think about music management and personal branding as something they could use as a tool when working with something creative. I ́m writing about my own journey as a folk musician and solo artist and wish to turn something personal into something common and shared. ! I approached my research question “How much of a product would you have to be in order to be a successful artist at the Nordic folk music scene?” from three angels. Firstly, I ́ve gathered information that I have from my years as a freelance musician. Secondly, I interviewed a few professionals, and finally I read a lot of material and wrote about the basics of music business and working life of a folk musician in the Nordic countries. My theory is that we ́re all selling a product when selling our music and playing for money, that is why we need to know this product, love and respect it and have a need to share it. I believe that finding your artistic me is a spiritual journey and when you start searching for your “core” you ́ll become a better musician since you ́re getting better in recognising and handling your own emotions. I ́m trying to diminish the polarisation between music business and being a genuine artist. I believe that knowing your core gives you power to work better in the field which is continually changing and demands a lot. This spiritual journey into yourself is also an artistic journey and I see personal branding as a fun and inspirational tool for anyone who wants to get to know oneself and build a personal brand which is true, likeable and also selling. / <p>Master konsert: ILMOI; medverkande Anna Fält, Joonas Ojajärvi, Jenni Venäläinen</p>

Syfte – Syftet med denna rapport är att bidra med information om hur sociala medier används inom rekrytering och hur de kan användas för att öka chanserna för arbetssökande att få jobb inom marknadsföringsbranschen. Metod – För att besvara frågeställningarna användes metoderna studie av sociala medie-profiler och kvalitativa intervjuer. Studien genomfördes för att se hur rekryterare inom marknadsföringsbranschen betraktar en arbetsansökandes sociala medier. Detta gjordes genom att visa upp olika personers sociala medie-profiler och betrakta vad rekryterarna valde att undersöka på profilen. Resultat – Rapportens resultat är baserat på de intervjuer och den studie av sociala medie-profiler som utfördes. Resultatet visar på att sociala medier används för att styrka en uppfattning av den sökande. Däremot är välstrukturerade sociala medier inte det viktigaste för en anställning. Personligt brev, CV, kompetens och personliga attribut vägde tyngre. Sociala medier kunde dock få en allt viktigare roll i valet mellan arbetssökande där de förstnämnda faktorerna såg lika ut. Resultatet av intervjun visade att det var Facebook, Instagram och Linkedin som rekryterare helst undersökte när det kom till sociala medier. I studien framgick det att rekryterare som undersökte den sökandes sociala medier oftast blickade igenom den väldigt flyktigt och endast läste och kollade extra på de delar som verkligen fångade deras intresse. Det innehåll som skapade en bra uppfattning av den sökande var en blandning mellan yrkesrelaterade uppdateringar och information kring intressen och privatliv. Det som var det mest positiva med blandningen mellan privat och professionellt material var att rekryteraren fick möjligheten att se dels en passion för yrket och vilka sociala färdigheter och ambitioner den sökande besatt. Implikationer – Resultatets användningsområden är främst kopplade till arbetssökande inom markandsföringsbranschen men kommer även att kunna användas av rekryterare, arbetssökande inom andra branscher och privatpersoner. För rapportens primära målgrupp kommer användningsområdet att vara en ökad förståelse för rekryteringsprocessen i branschen samt en ökad förståelse för hur sociala medier kan användas till den arbetssökandes fördel. Begränsningar – Den största begränsningen i detta arbete har främst varit bristen till kontakt av företag. Hade vi fått möjlighet att få tag på fler företag hade vi kunnat dra fler generella slutsatser än de som gjorts. En annan begränsning som finns i rapporten är den snäva tiden. Hade mer tid funnits hade det varit möjligt att utföra en jämförande studie mellan vad arbetssökande inom marknadsföringsbranschen själva tror att deras sociala medier ska vara utformade på bäst sätt och jämfört det med vad rekryterarna tycker. / Purpose – The purpose of this report is to provide information on how social media is used in recruitment and how they can be used to increase the chances for job seekers to get a job in the advertising industry. Method – In order to answer the questions in our report we used the methods study of social media profiles and qualitative interviews. The study was conducted to see how recruiters in the marketing industry look at an applicant's social media. This was done by showcasing different people's social media profiles and view what recruiters chose to see and read. Findings – The report's results are based on the interviews and the study of social media profiles that were performed. The results show that social media is used to force an idea of the applicant. However, well-structured social media is not the most important for employment. Cover letter, resume, skills and personal attributes outweighed. Social media could, however, play an increasingly important role in the choice between two job applicants with the same experience. The result of the interview showed that it was Facebook, Instagram and LinkedIn that where examined when it came to social media. The study revealed that recruiters who examined the applicant's social media usually checked through very volatile and only read and checked extra on the parts that really caught their interest. The content that created a good view of the applicant was a mix between professional updates and information about the user’s interests and privacy. The most positive thing was a mix between private and professional materials so that the recruiter had the opportunity to see both a passion for the profession and the social skills and ambitions of the applicant possessed. Implications – The results are mainly linked to job seekers in marketing but can also be used by recruiters, job seekers in other industries and individuals. The report's primary target audience can use the result to acquire a greater understanding of the recruitment process in the industry and a greater understanding of how social media can be used for the jobseeker's benefit. Limitations – The main limitation of this work has been the opportunity to contact the company. Had we been able to get hold of more companies, we could have drawn a more general conclusion than the ones made. Another limitation contained in the report is the limited time. If we had had more time, we would have done a comparative study between what job seekers in the marketing industry itself believes that their social media should be designed in the best way and how hiring managers think.

Purpose: The purpose of this study is to seek out the driving forces behind students’ choices of clothing in relation to their personal brand. Methodology: Three interviews with students from different universities test the query formulation. Empirical findings: The driving forces we have found to be the strongest is the desire to create relationships, to strive for success, to be perceived as unique, to feel belonging and to strive for perfection. Limitations: It goes without saying that the number of respondents makes it hard to generalize the results on larger populations. Due to a relative short deadline we had to cut the number of students. Implications: The underlying driving forces are of great importance to consumer choice in relation to the personal brand. The knowledge of why consumers want to achieve the ideals presented in a company's communication may be of greater importance than what we earlier have believed.

The tough and steadily increasing competition within the brokerage industry places greater pressure on self-marketing with the goal of distinguishing oneself from the competitors. This study examines, through a quantitative in combination with a qualitative approach, how real estate agents work with their personal brands as well as how they convey this through Instagram to distinguish themselves among the increasing number of competitors. Through a combination of a quantitative and qualitative study in the form of questionnaires and semi- structured interviews, supplementary answers are given, and the overall understanding is increased within the researched topic. The results from the study provide both a general view of marketing and brand building at Instagram as well as a more in-depth insight into the real estate agents experience and reasoning. The conclusions that could be drawn from the results were that Instagram was mainly used as a complement to more traditional marketing increasing their own visibility and recognition factor. An Instagram account was acting as an extension of the personal brand that can digitally convey an image that creates interest and trust in customers and that Instagram functions as a type of CV where both personal and professional pages are conveyed. Trough Instagram, a real estate agent can share their personality and attributes as well as awards, sales and abilities. / Den hårda och ständigt ökande konkurrensen inom mäklarbranschen sätter större press på marknadsföring av sig själv med syfte att utmärka sig från konkurrenterna. Denna studie undersöker, genom en kvantitativ i kombination med en kvalitativ ansats, hur fastighetsmäklare arbetar med sina personliga varumärken samt hur de förmedlar detta via Instagram för att utmärka sig bland det ökande antalet konkurrenter. Genom en kombination av kvantitativ och kvalitativ forskning i form av enkät och semistrukturerade intervjuer ges kompletterande svar och ökar den övergripande förståelsen inom det beforskade ämnet. Resultaten från studien ger både en allmän syn på marknadsföring och varumärkesbyggnad på Instagram samt en mer djupgående inblick i fastighetsmäklares erfarenheter och resonemang. De slutsatserna som kunde dras utifrån resultaten var att Instagram främst används som ett komplement till mer traditionell marknadsföring öka sin egen synlighet och igenkänningsfaktor. Instagramkontot fungerar som en förlängning av det personliga varumärket som digitalt kan förmedla en bild som skapar intresse och förtroende hos kunder samt att Instagram fungerar som ett typ av CV där både personliga och professionella sidor förmedlas. Via Instagram kan en fastighetsmäklare dela med sig av sin personlighet och egenskaper samt utmärkelser, försäljningar och förmågor.