Effect Of Personal Branding On Contemporary TV Presenters

Introduction

1.1 Background to the Study

Personal branding has become an essential part of entrepreneurship. It is indeed a global phenomenon that has become increasingly important to all professionals (Schawbel, 2015). Ghodeswar (2008) describes a brand as a distinguishing name or symbol, such as a logo, trademark, or package design intended to identify goods or service and to differentiate them from the competitor. Today the meaning of brand goes beyond just being an identifier to a promise of value as noted by (Dolak, 2008). Kaputa (2003) goes to refer to branding as the image created in the minds of people when you think of a name, a product or a person.

Today the meaning of brand goes beyond just being an identifier, as Dolak (2008) announce that it is more like an identifiable entity that makes specific promises of value. A simple way of putting it is that a brand is nothing more or less than the promise of value offered to you. These promises can be implied or explicitly stated but nonetheless value of some type is still promised (ibid). Brands and branding as we refer to in today’s society have a much larger meaning, and not just in the area of the consumer business and industry or as a way of identifying a product or a company (ibid).

Kaputa, (2005) refer to branding as the “image” created in the minds of people when you think of a name, a product or a person. It is your feelings and perceptions about the brand’s attributes, how it performs and what it is worth. (ibid) A brand also represents all the tangible and intangible qualities and aspects of a product or service. This often includes the feelings of an individual and perceptions about the quality, image, lifestyle and status of the product or person. (Montoya & Vandehey, 2002)

Even if we manage to make an elaborate evaluation between features like, prices, options or perceptions, people tend occasionally to base their final decision on emotions towards the product or service rather than these features. These symbolic images that are perceived by the consumers are therefore more important than the products actual physical attribute and characteristics. (Graeff, 1996).

Ghodeswar, (2008) states that good-branding strategies stands for inspiring and awake powerful feelings within individuals that guarantees that their brand provides safety.

In today’s society branding has reached a new level and is not just something companies apply in order to cultivate their brands but something you should do for yourself in order to cultivate your brand. This has been labeled personal branding or self-marketing, and has today become essential if not vital, to professional success. (Arruda, 2002)

Even though self-marketing has not been around for longer than a decade it has been practiced by both movie, sports and pop stars as well as leaders in business and politics all over the world (Shepherd, 2005). Celebrities are often considered as “products” by their managers in order to successfully promote their names. Therefore every public appearance and utterance is extremely important as their image all depend on this (Koku, 1995). According to Klein (2001) Nike’s campaign with Michael Jordan was the kick-start of promoting yourself as a brand called the Jordan brand.

Schawbel (2015) posit that it is critical for individuals to cultivate their personal brands to enjoy professional success. He further adds that individuals‟ personal brands will influence how successful they become when selling their professional capabilities therefore becoming an advantage in the recruiting process and enhancing an individual‟s potential of standing out. Whitmore (2015) adds that personal brands affect business reputations as much as they do professional careers since professionals will think of individuals first whenever new business opportunities arise. By having a strong brand therefore an individual can communicate and promote unique values to current or future employers thereby increasing chances of career progression (Horton, 2011).

Lately, personal development has become an industry with increasing focus on applying the same fundamental principles for marketing and branding products and corporations, as for marketing and branding individuals (Shepherd, 2005). Today branding is not just confined to companies, celebrities or athletes, individuals too can and should take advantage of it (Kaputa, 2003). It is however important to note that besides identity which brands help to differentiate among products/persons, ideally the brand you have is the identity or reputation you have chosen yourself. It is the way you want to be perceived, experienced and appreciated by others (Wee et al., 2010). Personal branding therefore is a strategic process that intentionally takes control of how others perceive you and how you manage those perceptions (Montoya et al., 2002). An understanding of these dynamics is therefore important since it will help individuals gain vital relationships and make winning impressions on prospects, customers and potential employers besides having a bearing on consideration for jobs or other opportunities (Elmore, 2010).

1.2 Statement of the Problem

Today‟s marketplace is increasingly becoming competitive and professionals are struggling to stand out from their peers. Professionals who will stand out for what they do are likely to benefit immensely. By creating and preserving personal brands, individuals have the capability to use their unique qualities and skills to essentially market and position themselves thereby giving themselves a valid distinction from competition besides advancing their careers. It is not however established how TV presenters perceive personal branding as a career growth determinant and which personal branding strategies are applied by employees for career success. This study seeks to determine this gap by exploring the effect of personal branding on contemporary Tv presenters.

1.3 Objective of the Study

The main objective of the study is to determine the effect of personal branding on contemporary Tv presenters.

Specific Objective

To determine the importance of personal branding among contemporary Tv presenters.

To determine personal branding tactics used by contemporary Tv presenters for career success.

1.4 Research Question

What is the importance of personal branding among contemporary Tv presenters ?.

What are the personal branding tactics used by contemporary Tv presenters for career success ?.

1.5 Hypotheses to the Study

Ho: Contemporary Tv presenters do not consider personal branding significant.

Hi: Contemporary Tv presenters considers personal branding significant.

1.6 Significance of the Study

Studying the creation and development of personal brands, one can use the information gathered to control their target audience‟s perception of their personal brand. While controlling their own personal brand, individuals have the power to create desirable images and channel them to their publics. A public‟s perception of a personal brand is ultimately how a personal brand is defined and this apprehension of the brand can be used in future career success.

Therefore, establishment of strategies and tactics used to create and maintain personal brands, will benefit professionals that want to maintain a certain image to their target audiences and help them further their career success.

1.7 Scope of the Study

The study confined itself to contemporary Tv presenters using Arise Tv presenters in Lagos state as case study. contemporary Tv presenters was selected due to its uniqueness. Factors to be considered will include self-promotion, ingratiation, exemplification, supplication and intimidation. Generalizability of results should be done with caution since the study will consider employees at Arise TV as the target population.

1.8 Limitation of the Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

1.9 Definition of Terms

Personal Branding:

Personal branding is the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility.

Career Success:

Career success is a concept revolving around how you measure achievement in your professional life.

1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows.

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.

Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.

Chapter three deals on the research design and methodology adopted in the study.

Chapter four concentrate on the data collection and analysis and presentation of finding.

Chapter five gives summary, conclusion, and recommendations made of the study.