The Relevance of the CEO&apos;s Personal Brand in Digital Channels: A Case Study of Brands With Longevity in the Euro-Region (Northern Portugal and Galicia)

Igreja, C.M.; Sousa, B.B.; Rivas, J.M.C.; Igreja, C.M; Sousa, B.B; Rivas, J.M.C

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The Relevance of the CEO's Personal Brand in Digital Channels: A Case Study of Brands With Longevity in the Euro-Region (Northern Portugal and Galicia)

Igreja, C.M.; Sousa, B.B.; Rivas, J.M.C.

Developing Managerial Skills for Global Business Success: 109-120

2024

ISSN/ISBN: 9798369330586

Accession: 096950451

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Summary

A personal brand is the synthesis of all the expectations, images and perceptions created in someone's mind when they see or hear a certain name. A person has a personal brand that performs to an agreed standard according to personal and professional characteristics. It is impossible not to create a personal brand. The creation of a personal brand involves a strategic process divided into three distinct phases: (1) establishing the brand identity, a phase in which the person themselves and their differentiating characteristics are identified (2) developing authentic brand positioning and communicating it to a specific target audience and (3) evaluating the brand image and implementing continuous improvement actions. This study aims to expand knowledge about the personal brand of CEOs in long- lived companies. The aim is to investigate how CEOs working in long-lived brands located in the Euroregion (Northern Portugal and Galicia) are managing their personal brand. Portugal and Galicia), are communicating their personal brand through storytelling on digital channels.