Missed opportunities in personal branding: finding solutions through luxury branding

Abstract

This masters dissertation focuses on personal brand management and luxury brand management and attempts to link both concepts through the analysis of luxury brand management. 24 anti-laws of marketing suggested by Kapferer and Bastien (2009) serve as an inspiration for the empirical qualitative research that has been conducted in this masters dissertation. As these anti-laws of marketing are considered to be key success factors in luxury brand management, this research makes an attempt in transferring these anti-laws to personal brand management and see if there are new and relevant insights that come to surface and that can be useful for personal brand management.