Table 3.
Number of publications focusing on three different classes of human brands in eleven different categories.
| Categories | Sub-categories | Classes of human brands | ||
|---|---|---|---|---|
| Icon | Celebrity | Personal brand |
||
| Sports | Athletes | 0 | 4 | 30 |
| Athletic trainers | 0 | 0 | 2 | |
| Athletes from specific disciplines | 2 | 7 | 6 | |
| Academics | General | 0 | 0 | 9 |
| Professors | 0 | 0 | 4 | |
| Students | 0 | 0 | 22 | |
| Politicians | General | 0 | 2 | 8 |
| Prime ministers | 0 | 4 | 0 | |
| Presidents | 0 | 4 | 0 | |
| Election candidates | 0 | 1 | 4 | |
| Ordinary politicians | 0 | 0 | 1 | |
| Visual artists | General | 0 | 0 | 7 |
| Painters | 0 | 4 | 0 | |
| Sculptors | 0 | 1 | 0 | |
| Video/film producers | 0 | 1 | 0 | |
| Performing artists | Actors | 0 | 6 | 1 |
| Musicians | 2 | 4 | 6 | |
| Comedians | 0 | 1 | 0 | |
| Models | 0 | 4 | 2 | |
| TV Anchor | 0 | 2 | 1 | |
| Aristocracy | Royals | 1 | 0 | 1 |
| Producers of hedonic products | Chefs | 0 | 3 | 0 |
| Professional services | General | 0 | 0 | 6 |
| Medical staff | 0 | 0 | 10 | |
| Consultants | 0 | 0 | 1 | |
| IT professionals | 0 | 0 | 1 | |
| Engineers | 0 | 0 | 2 | |
| Salespeople | 0 | 0 | 2 | |
| Teachers | 0 | 0 | 1 | |
| Librarians | 0 | 0 | 6 | |
| Self-employed | General | 0 | 0 | 1 |
| Creative industry | 0 | 0 | 3 | |
| Spiritual | 0 | 0 | 1 | |
| Business managers | CEOs | 0 | 0 | 15 |
| Executives | 0 | 0 | 2 | |
| Leaders | 0 | 0 | 3 | |
| Entrepreneurs | 0 | 2 | 5 | |
| Owner-manager | 0 | 0 | 1 | |
| Content creators | Journalists | 0 | 0 | 22 |
| Authors | 0 | 1 | 3 | |
| Influencers | 0 | 1 | 1 | |
| Bloggers | 0 | 0 | 16 | |
| YouTubers | 0 | 1 | 5 | |
| Vloggers | 0 | 2 | 2 | |