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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)
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Author(s): Carla Martins Igreja (Universidade de Vigo, Portugal), Bruno Barbosa Sousa (Polytechnic Institute of Cávado and Ave, Portugal & Portugal Applied Management Research Unit, Portugal)and José María Chamorro Rivas (Universidade de Vigo, Spain)
Copyright: 2025
Pages: 12
Source title:
Developing Managerial Skills for Global Business Success
Source Author(s)/Editor(s): Jesus Barrena-Martinez (University of Cadiz, Spain), María-José Foncubierta-Rodríguez (University of Cádiz, Spain), José Aurelio Medina-Garrido (University of Cádiz, Spain)and Zbysław Dobrowolski (University of Zielona Góra, Poland)
DOI: 10.4018/979-8-3693-3057-9.ch007
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Abstract
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.
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