Sankt-Peterburg, St. Petersburg, Russian Federation
UDC 659.4.011
Introduction. Professional image and personal brand are key components of successful professional communication that form a stable idea of a specialist. In the modern world, image and brand are tools for achieving career goals and effective interaction. The development of imageology as a science is due to the need for targeted image formation in the conditions of market competition. For effective self-presentation and gaining a competitive advantage, a methodical approach to image building and brand building is necessary. The purpose of the article: having studied the processes of image building and brand building of a modern professional, to determine the functions and tools of these processes. Materials and methods. The research materials included databases of the electronic scientific library e-Library, secondary data, statistical data, personal experience and observations. Research methods - analytical review of literary sources, secondary analysis of empirical data, image audit, as well as trend analysis and extrapolation. Results. The functions and tools of personal image building and brand building processes are defined, and the algorithms of these procedures are specified. The analysis of modern trends in the field of personal image building and brand building confirms the increasing importance of personal image and brand in professional communication of the future. Scientific novelty lies in identifying the functions of personal image building and brand building. Practical significance: the functions and tools of personal image building, personal brand design and improving personal efficiency presented in the article provide additional opportunities for the development of a professional and his career.
Image building, brand building, professional image, personal brand, professional communications
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