Title Strategies for building and managing a personal brand
Translation of Title Asmens prekės ženklo kūrimo ir valdymo strategijos.
Authors Adeoye, Sandra Minojare
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Pages 125
Keywords [eng] Personal branding, strategies, brand development, brand identity, building and managing, authenticity, consistency, visibility, reputation management, differentiation, evolution, communication
Abstract [eng] In today's world, establishing a solid personal brand has become practically essential for those seeking to advance their career, create a professional reputation, and enhance their online presence. Personal branding involves developing a different image and intentionally highlighting one’s personal and professional attributes to create a memorable identity that distinguishes oneself from the crowded media environment. Its key aspects – authenticity, consistency, visibility, reputation management, and strategic communication – foster credibility and relevance over time. This thesis investigates the strategies for building and managing a personal brand. Prior research has examined branding outcomes and isolated tactics, but the process by which strategies operate as integrated practice and across professionals beyond founders and content creators remains underexplored. The model was tested through nine semi-structured interviews analyzed using thematic analysis. The foundational and evolutionary propositions were supported in all cases, while propositions on asset creation and integrated communication were supported, but qualified asset form and channel mix proved context dependent. The proposition on active reputation management was partially contradicted, as a passive-monitoring pattern dominated in six of nine cases, constituting the principal empirical correction. The authenticity–strategy tension was reframed as cross-cutting rather than stage-specific. The findings establish that the proposed model is directionally sound but requires three evidence-based corrections, and that identity-level outcomes — including reverse causation in which personal brand building drives confidence development — are universal across contexts.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2026