THE CREATION AND MANAGEMENT OF PERSONAL BRAND EQUITY: PERSONAL BRANDING AND ADAPTATION TO THE NEW AND CONTEMPORARY JOB MARKET
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Abstract
In this way, a new marketing discipline arises, called "personal branding", intended to manage this personal brand. According to theory, the principles of traditional trade can be applied to people, who may be considered as products, but at the same time, as entrepreneurs and directors of their own personal action (subject and object).
This article aims to apply some of the main theories of marketing and branding to the management of the personal brand. It is presented as an exercise to review some of the classic elements and principles of entrepreneurial activity, applicable, today, to the procedures carried out by job seekers. Specific applications of this approach are included for the analysis of the contemporary job market.
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