Historia i definicja terminu personal branding. Zarys problematyki

Abstract

The main object of interest for the article is the professional term personal branding, which can be explicated by invoking such specialised terms as: personal brand. Designing one’s own personal brand is a lengthy process, which requires first of all that one formulates one’s ambitions and forms a vision of them and secondly, that one sets out the basic assumptions of the personal brand, such as mission and values (SWOT). The further stages involve defining objectives (SMARTER); 4. defining competence necessary for achieving success (USP; pol. UCO); 5. designing a strategy and action plan in the form of a mantra brand and a personal logo.