The uniqueness of the individual’s identity, including the identity of individuals who act as though they are brands, naturally lead to the idea that the value of each individual is really high. Moreover, it is necessary to underline that, unlike the value of commercial brands of various corporations, the value of an individual can hardly be assessed. At least it is practically impossible to figure out the real value of an individual’s brand in purely commercial terms. One of the factors that make the assessment of an individual’s brand value quite problematic is high level of subjectivity that interferes in the calculations.
In fact, often individual qualities, characteristics, abilities cannot be defined in conventional terms. For instance, it is really problematic to assess the value of an individual knowledge and its potential. As a result, it is necessary to underline that marketing value can hardly be applied to an individual’s brand as it is traditionally applied to commercial brands of various corporations. Nonetheless, though it sounds a bit paradoxical, an individual brand still possess some commercial value, especially in the cases when the individual uses his/her brand in commercial purposes.
Furthermore, speaking about the value of an individual who acts as though he/she is a brand, it is necessary to take into consideration other external factors in addition to marketing ones. To put it more precisely, it is necessary to remember that a person lives in the society and interacts with other individual, which may also act as though they are brands. Consequently, each individual should take into consideration the desires and actions of other individuals. In such a situation, it is even possible to speak about the competition between individual brands similar to the competition between corporation brands. (more…)