Understanding student perceptions of their personal branding in higher education

Research on personal branding has recently gained momentum as various factors have gained importance in building personal branding. Higher education provides an environment where students build knowledge and skills to elevate their marketability. This study examines the student perceptions of the importance of various aspects that help them build their personal brand and to what degree they perceive ready and/or made ready by their higher education institution. Data were collected at two universities in the Central and Mid-Atlantic regions of the U.S. The findings confirm the existence of differences in the perceptions of importance and performance in creating student personal brands.