Personal Branding and The Law: A Case Study of Anies Baswedan in The 2024 Presidential Election
Abstract
Personal Branding is something that is important to shape a person's characteristics to the public. Along with the development of the branding context, branding has now penetrated into many lines, including in the personal development of a public official. This research reviews the personal branding strategy of a public official represented by Anies Baswedan. Anies Baswedan is a leader who is loved for his thoughts in addressing regional progress. One of the objectives of this research is to embody the leader's point of view in defining his identity. This is necessary because self-existence is a fundamental thing that must exist in a person, including public officials. This research uses a descriptive qualitative method supported by eight main concepts of Peter Montoya's personal branding. The results showed that Anies Baswedan's personal branding fulfils all eight main concepts.
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