Brand equity measurements and personal branding: Singer, physician and politician examples

This thesis investigates whether it is possible or not to construct a general model of personal brand equity from the examples given by singers, doctors, and politicians. In Chapter 1, the topic is introduced by making a summary of the purpose, methodology, and findings of this study. Chapter 2 explains the concepts of brand and brand value and goes over brand valuation methods. Chapter 3 is about the concept of personal branding and of personal branding strategies and then reviews the literature on personal branding in the areas of health, music and politics. The results of factor analysis from an obtained data set are presented, and are interpreted the factors that form the brand equity in those three professions in Chapter 4.This thesis concludes that the factors that form the brand equity are common only to a limited extent, and therefore a single general model would not be appropriate to measure the brand equity for all those three professions. The factors that make up the brand equity of singers are the willingness to purchase, differentiation, stability, family brand, being interesting, leadership, high level, involvement, and communal feelings. The factors for doctors are general satisfaction, differentiation, family brand, word of mouth, fame, and split-loyalty. The factors for politicians are general satisfaction, differentiation, innovativeness, family brand, word of mouth, and split-loyalty. Keywords: Brand Equity, Brand Equity Measurements and Personal Branding