PERSONAL BRAND AS AN INTEGRAL COMPONENT OF MODERN PR TECHNOLOGIES
DOI:
https://doi.org/10.30890/2567-5273.2025-39-03-066Keywords:
personal brand, PR technologies, communication strategies, branding, social communications, marketingAbstract
This study is devoted to a comprehensive analysis of the phenomenon of personal branding as an integral component of modern PR technologies. It has been proven that modern companies are increasingly using the personal brands of their leaders and experts tReferences
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Keller K. L. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New York : Pearson, 2013. 832 p.
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References.
Montoya P., Vandehey T. The Brand Called You: Create a Personal Brand That Wins Attention and Grows Your Business. New York : McGraw-Hill, 2009. 280 p.
Schaefer M. W. Known: The Handbook for Building and Unleashing Your Personal Brand in the Digital Age. New York : Amacom, 2017. 254 p.
Arruda W., Dixson K. Career Distinction: Stand Out by Building Your Brand. New Jersey : Wiley, 2019. 224 p.
Deckers E., Lacy K. Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself. Indianapolis : Que Publishing, 2017. 400 p.
Peters T. The Brand Called You. Fast Company. 1997. № 10. P. 83-90.
Bozkurt A. Digital identity formation: socially being real and present on digital networks. Educational Media International, 2016. 53(3): P. 153-167.
Aaker D. A. Building Strong Brands in a Modern Marketing World. Journal of Marketing Management. 2020. Vol. 36, № 1-2. P. 17-31.
Keller K. L. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New York : Pearson, 2020. 832 p.
Kastels M. Informatsiina epokha: ekonomika, suspilstvo i kultura / per. z anhl. O. I. Shkaratana. Kyiv : HO «Vash format», 2015. 552 s.
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