Personal Branding in the Knowledge Economy: The Inter-relationship between Corporate and Employee Brands...

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Wioleta Kucharska

Personal Branding in the Knowledge Economy

The Inter-relationship between Corporate and Employee Brands

Wioleta Kucharska

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Paperback

Forthcoming
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English

Routledge
27 May 2024

Management & management techniques; Personnel & human resources management; Sales & marketing; Public relations; Organisational theory & behaviour

Series: Routledge Advances in Management and Business Studies

Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.

Personal branding and personal knowledge are critical assets of knowledge workers and key drivers of their development and innovative performance. Both strongly influence the individual success of knowledge workers in the networked and knowledge-driven economy. Personal brands are dynamically shifting from the side-lines to the center of the modern economy and the authenticity of the brands of personal ingredients for their ability to create value. They are one of the three key pillars of value creation in the social media environment, therefore significantly contribute to digital business models.

The book will be of interest to researchers, academics, professionals, and students in the fields of organizational branding, marketing, management, and communications.

By: Wioleta Kucharska
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm,
ISBN: 9781032013381
ISBN 10: 1032013389
Series: Routledge Advances in Management and Business Studies
Pages: 168
Publication Date: 27 May 2024
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Forthcoming

Wioleta Kucharska is an Associate Professsor in the Management Department, Faculty of Management and Economics at the Gdańsk University of Technology (Fahrenheit Union of University), Gdańsk, Poland. Along with her scientific passion and achievements and twelve years of experience in branding, this book actively refers to personal branding practice on a solid theoretical basis.