A self-adhering badge assembly comprises a pair of separable substantially flat badge panels adapted to be placed in face-to-face clamping assembly alignment with a selected area of an article of clothing clamped between the panels and thereby supporting the badge assembly in place on the article of clothing. Each of the panels has a similar substantially flat core comprising magnetic material, such as magnetic tape providing N and S poles at opposite sides of the panel, with the poles of one of the panels in complementary orientation relative to the poles of the other of the panels. The core of each of the panels may be enclosed in a respective laminated plastic film jacket. The outer face of the outer panel has indicia display means. The core of each panel may comprise a laminate of the magnetic material and a rigid ferromagnetic core plate.