Strategies for Managing Personal Brand Equity

Talaya Waller ()
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Talaya Waller: Waller & Company Personal Branding Consulting

Chapter Chapter 9 in Personal Brand Management, 2020, pp 141-155 from Springer

Abstract: Abstract Once a brand has been established, it must be maintained like a business with the charisma of a person. People reach the pinnacle of their success when they are known outside of the circles in which they operate. Corporations are at the top of their game when they can find ways to continually grow. A personal brand is successful when it is able to achieve both As the future of branding turns from marketing to investing, the worlds of people and businesses will merge like never before. Ultimately, the brand is successful and sustainable when it lives outside of its origin of creation and has the potential to infinitely scale. As evidenced by the recent success of companies like Ruhnn Holdings, those who establish and manage brands will have to treat personal brands as start-ups with big enterprise potential.

Keywords: Rebranding; Repositioning; Authenticity; Ellen DeGeneres; Dwayne Johnson; Michael Jordan; Personal brand equity; Brand audit; Brand tracking; Measurement; Ruhnn holdings; Investment (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-43744-2_9

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DOI: 10.1007/978-3-030-43744-2_9

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