FACTOR	ITEM	CONCEPT
1. Reputation elements	1. Image	Reputation factors for the personal branding of journalists in Thailand
	2. Social context
	3. Reponsibility
	4. Building reputation
	5. Communicating reputation
	6. Support from the organization
2. Personal branding elements	1. Knowledge and experience
	2. Trust
	3. Responsibility
	4. Building a personal brand
	5. Communicating personal brand
	6. Scope of reputation
3. Process of building reputation and personal branding	1. Knowing yourself
	2. Knowing others
	3. Creation
	4. Communication
	5. Evaluation
	6. Brand retaining maintains the brand