• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing:  ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2019 Vol.10(2): 43-47 ISSN: 2010-023X
DOI: 10.18178/ijtef.2019.10.2.635

Corporate Brand Personality and Personal Branding Procedures in Non - Profit Organization

Chuenjit Changchenkit
Abstract—Personal Branding plays an important role in Corporate Branding. The organization in this research is a non - profit governmental based organization, providing database to other government agencies and public. Qualitative method was employed in this research by focus group and in - depth interview with personnel in the organization. The objectives were to construct the personal branding procedures from prior survey result of corporate brand personality and corporate personality traits and suggest tools for the organization’s implementation. The result showed that personal branding procedures were set into four steps. First, personnel self assessment form design to let people evaluate their own strengths and weaknesses. Second, value-added projects creation to show agile and collaborative working style. Third, personality grooming to bring people image from personality traits of sincerity, excitement, and ruggedness. Finally, projects evaluation by Net Promoter Score method to measure the projects referral by stakeholders. It was recommended that internal marketing strategy should be implemented to promote people’s inner trust and pride in themselves and organization.

Index Terms—Corporate brand personality, corporate personality raits, personal branding, non-profit organization.

Manuscript received November 2, 2018; revised March 3, 2019. Chuenjit Changchenkit is with the Kasetsart University, Bangkok, Thailand (e-mail: fbuscjc@ku.ac.th).


Cite: Chuenjit Changchenkit, "Corporate Brand Personality and Personal Branding Procedures in Non - Profit Organization," International Journal of Trade, Economics and Finance vol.10, no.2, pp. 43-47, 2019.

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