Personal Branding Process in the IT Industry

Document Type : Research Paper

Authors

1 Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran

2 Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.

3 Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran Iran

Abstract

In this research, the process of personal branding in the information technology industry was investigated. The research method is applied, with an exploratory-explanatory and qualitative approach. The statistical population includes experts and personal branding experts in the information technology industry that 12 people were selected as a research sample by targeted snowball method. To analyze the data, content analysis based on open coding, axial coding and selective coding based on grounded theory was used. The results showed that individual competencies through individual characteristics and expertise (skills) and marketing capabilities through product, price, distribution channels, promotion, staff and processes lead to the formation of brand originality in the IT industry; Brand Authenticity also leads to brand positioning. Also, infrastructures such as technical, legal, cultural and political infrastructures as background conditions and target market analysis (study of competitors and customers) as interfering factors affect brand positioning and ultimately lead to personal branding in the IT industry. Thus, personal branding is broader than corporate branding, which is influenced by complex factors and conditions and is not merely a professional marketing process.

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References

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