The BrandYou method
: a guide to leverage personal brands

  • Juliana Damasco dos Santos Silva (Student)

Student thesis: Master's Thesis

Abstract

In a competitive society, individuals try to stand out to achieve career success. A topics that gained notority in this context is personal branding, which focuses on developing the personal brand of individuals who aim to establish differentiator points to build competitive advantage. However, there are few methodologies that offer practical processes and efficient personal branding frameworks. In this sense, this dissertation aims to provide and validate a newmethod, which will be entitled as the BrandYou method. This method was built based on the summary of the literature reivew, and it will be further presented in the literature framework.It is a process containing the main aspects and chronological sequence for the development of personal brands. The method was evaluated through an intervention carried out with selected participants for 2 months and the results were analyzed before and after the intervention. Personal brands of individuals were examined in the study by observing the impact that the method had on the internal and external perception of specific attributes, such as authority, recognition, and authenticity. The selection of attributes was based on the findings from the literature review. In conclusion, the results showed that the BrandYou method positively and significantly impacts the perception of some attributes, internally and externally, in the short and medium term. Therefore, this dissertation has theoretical and managerial contributions since it provides new data and discoverings that help in filling the gaps in the literature while it offers an additional tool for personal brands.
Date of Award4 May 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMaria Estarreja (Supervisor)

Keywords

  • Personal branding
  • Self-brand
  • Self-marketing
  • Self-promotion
  • Career management
  • Self-knowledge
  • Coaching
  • Self-development
  • Branding
  • Professional development

Designation

  • Mestrado em Gestão e Administração de Empresas

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