PERSONAL BRAND: ESSENCE, FUNCTIONS AND CONDITIONS OF DEVELOPMENT IN THE ASPECT OF MARKETING PSYCHOLOGY

Abstract

The article examines the theoretical aspects of the formation of a personal brand from the standpoint of marketing psychology, describes modern approaches to the interpretation of the concepts of brand and personal brand. The main functions of a personal brand are analyzed, its social and psychological essence is determined. Emphasis is placed on the practical significance of the formation of a specialist's personal brand, the components, properties and conditions of its development are considered. The functions of forming a personal brand are described in accordance with the structural and meaningful transformations currently taking place in the information sphere, as well as factors affecting the effectiveness of communication using a personal brand. As a result of the study, such marketing functions of the personal brand were distinguished as functions of expert, social and personal roles. As a result of the analysis of scientific developments on the classification of types of personal brand, it was found that there is no single universally recognized classification, therefore several types of it were proposed, which have significant differences and their own development scenarios (consultative, provocative, mixed and migrating type of personal brand). The main psycho-social dimensions of the model of building a personal brand are considered: functional (the ability to benefit society), social (the ability to professionally conduct a dialogue with the audience), mental (the ability to stimulate the audience to action by one's own example), spiritual (the ability to take responsibility for local or global processes occurring in society). The conditions for the development of one's own brand are separately highlighted and the importance of maintaining psychological safety in the process of building one's own brand is emphasized.