The Development of Personal Brand in Promoting Business Resiliency in a Selected Sporting Goods Retail Company in Yunnan Province, China

This paper examines the role of personal brand development in enhancing business resiliency in a sporting goods retail company in Yunnan, China. It argues that personal branding, involving strategic self-promotion and image management, can significantly improve individual visibility, credibility, and customer trust. The study explores how the company leverages personal brands of employees to strengthen customer connections, foster loyalty, and create a resilient business model. By integrating personal branding into business strategies, the company aims to anticipate, prepare for, respond to, and recover from disruptions.