For the sixth time, Forbes Women magazine together with the Media Monitoring Institute has prepared a ranking of the most valuable women's personal brands in Poland. The most popular names from the world of sport, show business and business were at the forefront. At the very top it reigns Iga Świątekwhose media value was valued at PLN 2.1 billion. The second place was taken Anna Lewandowska with the amount of PLN 288.5 million. The next places belonged to representatives of the sports industry, and right behind them on the eighth position was found Julia Wieniawawhose brand was valued at PLN 248.6 million. The top ten closes Magda Gessler with PLN 238 million. We asked an image expert and M Marta Parek, How should the amounts be interpreted – whether they relate to real earnings, and maybe an estimated media and marketing value of a personal brand. The expert explained everything to us.
The expert explains what the “Forbes Women” ranking is all about. We already know where these millions of amounts come from
Looking at the gigantic amounts given at known names, one can conclude that stars can boast such amounts on their bank accounts. It turns out that this is a completely wrong interpretation, which Marta Rodzik explained to us. “The amounts presented in the statement do not relate to real earnings or the assets of these people. These are the estimated media and marketing values of their personal brands – i.e. branding and PR approach, not purely financial. In practice, this means a valuation of a person's market potential of a given person, i.e. how recognizable it is, how reliability it has, how it affects the purchasing decisions of recipients and how much it can “bring” a brand or company that will bond with her “ the expert told us.
By the way it came to light, how the value of the personal brand is measured. It turns out that for this purpose specialists connect several tools: media monitoring and social listening. What matters the most? “Ave advertising equivalent – that is, the value of media references, if you had to pay for them. Range and involvement in social media – including interaction coefficients, Growth Follower, Viral. Image indicators (…) Co -cooperation and advertising contracts implemented – e.g. brands, campaign type, industries. Analysis of media (e.g. advertising equivalent – Ave), coverage, community involvement, image force, presence in campaigns and market data. The value of the personal brand is primarily authenticity, trust, ability to influence, commercial value and recognition “ – Marta Rodzik explained to us.
Valued personal brands of stars are based on this. Do the prevailing trends well?
An image expert and PR does not hide, however, that there are and there will be differences between industries. Personal brands in sport, show business or business are evaluated and valued in various ways. Marta Rodzik pointed out that in the case of Igi Świątek her brand is based on authenticity, results and global coverage. In the case of Julia Wieniawa or Magda Gessler counts creativity, media, presence on many channels and the ability to manage narrative. In turn, when it comes to Anna Lewandowska, a mix of recognition, expertise and commercial successes is important.
Marta Parek has no doubt that The “Forbes Women” ranking reflects the trends and influence of famous women on the market and public opinion. “Iga Świątek as a leader is a good choice: global position, stable image, values that are socially important today. Anna Lewandowska is building a long -term brand based on health, motivation and products. Julia Wieniawa represents a young generation of personal brands, based on lifestyle, creativity and flexibility of channels” – emphasized the expert and added Also that the presence of Magda Gessler in the ranking is proof that “a strong brand can function in decades if it is well managed and consistent in the message.”