Критерии для построения личного бренда: роль образовательного фактора

Abstract

Despite the fact that many researchers study the concept of a personal brand, there is very little empirical literature on the study of parameters of a personal brand. Moreover, there are also few national educational practices on this issue. The authors put forward the idea that the elements of an authentic brand are the same for everyone, but individual personal brand is unique. In addition, the authors state that the national education system pays insufficient attention to this issue in the era of digitalization.