Pregledni rad

Personal branding - an integrative literature review

Ivana Belić ; Sveučilištu Alma Mater Europea, Maribor

Sažetak

Personal branding is a modern term, however the practice of branding an individual is as old as society itself. This article details the way the term is being used in research, work and business areas. The first thought that comes into mind is the world of rich and famous, even though it can be used in many different areas – such as sport, tourism or politics. Personal branding has become a vital part of both an individual and the society, especially in culture and economy. That is why the breadth of use of the term and the importance of a clear definition are highlighted. By providing a clear definition, a review of the recent five-year literature from 2019 shows the necessity of a multidisciplinary approach to the concept and implementation of personal branding. Clear channels (media) of establishing and communicating a personal brand are also shown.

Ključne riječi

identity, image, personal branding, individual branding on social media

Hrčak ID:

311945

URI

https://hrcak.srce.hr/311945

Datum izdavanja:

21.12.2023.

Podaci na drugim jezicima: hrvatski

Posjeta: 284 *