Branding criteria for credence based jobs

This study aims to investigate personal branding criteria in credence based professions, with a particular focus on doctors, university professors and auto mechanics. The research identifies important attributes that contribute to successful personal branding in these professions. Using a mixed methods approach, the study conducted preliminary surveys with 80 respondents to identify key attributes, followed by detailed surveys with 303 respondents to assess the importance of these attributes. The findings show that while doctors favour qualities such as being good at their job, innovative and well-groomed, university professors favour qualities such as being good at their job, innovative and fair. For auto mechanics, qualities such as being good at their job, experienced and meticulous come to the fore. The qualifications obtained for each occupation and the value attributed to these qualifications in the specific occupational group are different. These findings emphasise the importance of certain personal branding attributes in enhancing professional reputation and success in credence based professions.