Personal brand design and management: socio-technological aspect
The article discusses the theoretical aspects of the formation and development of a personal brand. Branding is an effective social and marketing technology that allows fixing in people’s minds the image of a particular person embodied in the symbolic attributes of his personality: appearance, character, professional success, style, etc. It is noted that a personal brand allows not only to maximize the opportunities for career building, the formation of fame and popularity, but also monetization through participation in marketing campaigns.