Theoretical and methodological aspects of personal brand formation in the digital environment

The article considers the theoretical and methodological aspects of the formation of a personal brand, describes modern approaches to the interpretation of the concepts of brand and personality brand. The main structural elements of a personal brand are analysed, its socio-psychological essence is determined. The emphasis is made on the practical significance of the formation of a personal brand, the components, properties and areas of application of a personal brand are considered.

The models of personality brand formation in both offline and online environment are described in accordance with the structural and substantive transformations currently taking place in the information sphere and the factors that influence the effectiveness of communication through a personal brand. These are, first of all, such factors as the widespread of artificial intelligence technologies into everyday life, tools for logical data integration, a significant increase in the number of Internet users. All of the above factors largely determine the nature and degree of social influence of influencers on the behavior of individuals in society.

In addition, much attention is paid to the analysis of existing models of personal brand formation, which form the theoretical and methodological basis of a personal brand. If we consider a brand as a tool that stimulates the consumer to a certain action, then in the case of a product brand, such an action will be the fact of buying a product or service directly. If we are talking about a personal brand, then the frequency of consumption of content created by a particular media personality will act as an action. In turn, it is possible to increase the frequency of content consumption by choosing the optimal model of brand communication with consumers. That is why it is especially relevant to study the theoretical and methodological aspects of the formation of a personal brand through online tools in the process of creating a personal brand.

1. Andreeva G.M. (2017), Social psychology: textbook, Aspekt-press, Moscow, Russia. (In Russian).

2. Andreeva M.V. (2003), Psychological foundations of brand education and functioning: Dis. … Cand. Sci. (Psy.): 19.00.05, State University of Management, Moscow, Russia. (In Russian).

3. Bruner J.S. (1977), Psychology of cognition. Beyond the information given, translated from English by K.I. Babitskii, preface and general edition by A.R. Luriya, Progress, Moscow, Russia. (In Russian).

4. Chumikov A.N. and Bocharov M.P. (2003), Public relations: theory and practice, Delo, Moscow, Russia. (In Russian).

5. Clifton R. and Simmons D. (2008), Brands and branding, translated from English, Olimp-Biznes, Moscow, Russia. (In Russian).

6. Gad T. (2005), 4D Branding: cracking the corporate code of the network economy, translated from English by M. Akkaya, Stockholm School of Economics in Saint Petersburg, St. Petersburg, Russia. (In Russian).

7. Gad T. and Rosenkreutz A. (2004), Managing brand me: how to create your personal brand, translated from English, edited by I.V. Andreeva, Neva, St. Petersburg, Russia. (In Russian).

8. Gundarin M. (2006), The book of the head of the PR department: practical recommendations, Piter, St. Petersburg, Russia. (In Russian).

9. Kichaev A. and Kozlova A. (2012), Your personal success coaching. How to manage reputation, Ves`, Moscow, Russia, 512 p. (In Russian).

10. Kotler Ph. (2014), Marketing insights from A to Z: 80 concepts every manager needs to know, Al`pina Publisher, Moscow, Russia. (In Russian).

11. Makovich V. and Petrov L. (2013), Make a name for yourself! Building a personal brand, Piter, St. Petersburg, Russia. (In Russian).

12. Mel`nikova O.T., Folomeeva T.V. and Chmykhalova D. (1999), “Brand as a subject of qualitative socio-psychological research and an object of social perception”, Mir psikhologii, no. 3, pp. 112–120. (In Russian).

13. Ryabykh A. and Zebra N. (2015), Personal brand: creation and promotion, Mann, Ivanov i Ferber, Moscow, Russia. (In Russian).

14. Zhelnov S.V. (2017), “Personal brand: theoretical aspect, technology of formation”, Molodoi uchenyi, no. 33 (167), pp. 10–13. (In Russian).