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.
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