Value of expert branding in improving company capability

Abstract

The purpose of the development project was to investigate how the reputation of an expert influences a company's performance and to identify the strategic requirements for the development of expert reputation development. The objective of the development project was to provide information on the impact of an expert brand on the company's success and to clarify the strategic requirements for expert branding. The study was commissioned by Avosorsa Oy, a software company specialised in Google advertising and marketing services. The theoretical part of the study examines brand and branding was based on literature and electronic sources. The theory was used to build an understanding of a brand, branding and the development of an expert’s reputation. A qualitative study was selected as a research method and the data was gathered by interviewing selected experts. The results of the study indicate that the reputation of an expert has a significant impact on the success of a company under certain conditions. Success requires the training of an expert's professional skills training from a company perspective, and the most significant measures from a specialist's point of view were interactive capability and relevant content production.