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The Growth of Personal Branding in Ghana

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The Growth of Personal Branding in Ghana University of Ghana http://ugspace.ug.edu.gh THE GROWTH OF PERSONAL BRANDING IN GHANA: MOTIVATIONS AND PRACTICES BY LEILA SERWAAH KHALID (10637542) THIS THESIS IS SUBMITTED TO THE UNIVERSITY OF GHANA, LEGON IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MA COMMUNICATION STUDIES DEGREE. OCTOBER 2018 i University of Ghana http://ugspace.ug.edu.gh DECLARATION I hereby declare that this research project is my original work towards the award of Master of Communication degree and that, it contains no material previously published by another person or material which has been accepted for the award of any other degree by the university except where due acknowledgement has been made in the text. Leila Serwaah Khalid (10637542) ……………………....…………………….. (Student &ID Number) Signature Date Certified by: Dr. Margaret Ivy Amoakohene …………………….....…………………... (Supervisor) Signature Date ii University of Ghana http://ugspace.ug.edu.gh ABSTRACT Personal branding is gradually gaining attention in Ghana as various business executives, job seekers, celebrities and politicians apply the concept to their career and political lives. The knowledge of this concept is, however, heavily informed by self-help materials written and produced by non-academic writers and so-called experts on the topic. Empirical studies in this area of branding are lacking. This study uses interview data from people in the management teams of five famous Ghanaian celebrities, to tease out the motivations for building and managing a personal brand, as well as the strategies and resources that are applied while practicing this relatively novel concept in Ghana. The results suggested that celebrities in Ghana manage personal brands for marketing reasons. They viewed their identity as commodities that could bring them both social and economic returns. The research also identified that the practice of personal branding took a multidisciplinary approach and was not solely based on marketing principles as proposed by some advocates; 1) the processes involved in managing the brand, as applied by these five celebrities, mirrored the corporate branding process used by organisations to manage their reputation, 2) the inputs and resources applied to this concept where informed by Ervin Goffman’s theory of self-presentation. iii University of Ghana http://ugspace.ug.edu.gh ACKNOWLEDGEMENT I wish to acknowledge and appreciate the support of my dearest friend, Mr. Nathaniel Nartey, for his support and guidance throughout the preparation of this work. His daily motivation and reminders towards the completion of this work will never be forgotten. I am immensely grateful to every interviewee who committed their time and energy towards this study. Their insights were profound, and their support was inspiring. I am thankful for the support and guidance of my supervisor, Dr. Margaret Amoakohene. My final appreciation goes to my mother, DSP Khadija Ahmad who committed resources to my post-graduate studies. iv University of Ghana http://ugspace.ug.edu.gh TABLE OF CONTENT DECLARATION ........................................................................................................................... ii ABSTRACT ................................................................................................................................... iii ACKNOWLEDGEMENT ............................................................................................................ iv TABLE OF CONTENT ................................................................................................................. v TABLE OF FIGURES ................................................................................................................ viii CHAPTER ONE ............................................................................................................................ 1 INTRODUCTION.......................................................................................................................... 1 1.1 BACKGROUND ................................................................................................................... 1 1.1.1 Personal Branding in Ghana’s Entertainment Industry ................................................... 5 1.2 PROBLEM STATEMENT .................................................................................................... 7 1.3 OBJECTIVES ........................................................................................................................ 9 1.4 STUDY SIGNIFICANCE ................................................................................................... 10 1.5 RESEARCH QUESTIONS ................................................................................................. 10 CHAPTER TWO ......................................................................................................................... 11 THEORY AND LITERATURE ................................................................................................. 11 2.0 INTRODUCTION ............................................................................................................... 11 2.1 THEORY ............................................................................................................................. 11 2.2 LITERATURE REVIEW .................................................................................................... 14 2.2.1 Brands and brand building ............................................................................................ 14 Fig. 1 PCDL Model (Ghodeswar B. M., 2008, p. 6) .............................................................. 18 2.2.2 Motivations for Managing A Personal Brand ............................................................... 19 2.2.3 Personal Branding ......................................................................................................... 20 Fig. 2 Personal Branding Process (Khedher, 2015, p. 21) ..................................................... 30 2.2.4 Celebrities as Human Brands ........................................................................................ 31 2.2.5 Managing a Celebrity Brand ......................................................................................... 33 2.2.5 Conclusion .................................................................................................................... 41 CHAPTER THREE ..................................................................................................................... 42 METHODOLOGY ...................................................................................................................... 42 3.0 INTRODUCTION ............................................................................................................... 42 3.1 METHODOLOGICAL APPROACH AND METHOD CHOICE ...................................... 42 v University of Ghana http://ugspace.ug.edu.gh 3.1.1 Population and unit of analysis ..................................................................................... 43 3.1.2 Sampling ....................................................................................................................... 44 3.1.3 Data gathering ............................................................................................................... 45 3.1.4 Ethical Considerations .................................................................................................. 45 3.2 ANALYSIS .......................................................................................................................... 45 Fig.3 Data Analysis in Qualitative Research (Creswell, 2009, p. 185) ................................. 46 CHAPTER FOUR ........................................................................................................................ 47 RESULTS ..................................................................................................................................... 47 4.0 INTRODUCTION ............................................................................................................... 47 4.1 MOTIVATION FOR MANAGING A PERSONAL BRAND ............................................ 47 4.2 PRACTICES IN CELEBRITY BRAND MANAGEMENT ............................................... 49 4.2.1 Authentically Constituting a Marketable Brand ........................................................... 50 4.2.2 Content development and dissemination ...................................................................... 53 4.2.3 Use of social media ....................................................................................................... 56 4.2.4 Use of an integrated communication approach ............................................................. 58 4.3 TEAMS AND RESOURCES .............................................................................................. 62 Fig. 4 Celebrity brand teams and roles .................................................................................. 66 4.4 LOW USE OF RESEARCH INSIGHTS ............................................................................. 67 CHAPTER FIVE ......................................................................................................................... 68 DISCUSSION ............................................................................................................................... 68 5.0 INTRODUCTION ............................................................................................................... 68 5.1
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