The purpose of the study was to increase understanding of how the personal brand stands in relation to the corporate brand in the real estate brokerage industry. In addition, the study addresses the management of the balance between personal brand and corporate brand from the corporate perspective. Currently, the services offered by real estate agents are similar (Gilbukh & Goldsmith-Pinkham, 2018). Consequently, differentiation through personal branding becomes more important. As personal branding has a great impact on success, the study attempts to create an understanding of how personal brands stands in relation to the company’s brand and how companies manage the balance between the two. There is no relevant research highlighting this phenomenon in the brokerage sector, which is what the study aims to do. A qualitative method has been applied by collecting data through semi-structured interviews. The sample of respondents in the study was determined by selecting experienced real estate agents as well as human resource managers, as they were the most appropriate for the study (Bryman, 2017). According to the study, personal brands stand strong against corporate brands in the real estate brokerage industry, mainly because the primary customer experience of the service is derived from the estate agent and marketing communication is strongly linked to personal branding. Customer loyalty is also linked to the estate agent, which reinforces the importance of the personal brand. Finally, the report looks at how companies manage the balance between the personal brand and the company’s brand. The study finds that there are opportunities for improvement to reduce staff turnover. Mainly by working to show continued appreciation in different ways and having a conversation with employees at an early stage about expectations on both sides.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-91146 |
| Date | January 2022 |
| Creators | Jaderi, Salar, Saab, Karim |
| Publisher | Karlstads universitet, Handelshögskolan (from 2013) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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