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

Personal Branding in the Knowledge Economy explores the relationship between corporate and employee brands, emphasizing the importance of personal branding and knowledge as assets in the networked economy. It highlights the shifting dynamics of personal brands and their contribution to value creation in the social media environment.

Format: Hardback
Length: 168 pages
Publication date: 30 August 2022
Publisher: Taylor & Francis Ltd

The book aims to contribute to the ongoing academic discourse surrounding the commercialization of individuals' knowledge, creativity, and personal images, in tandem with the growing interest in branding within the context of the networked economy, which is driven by knowledge.

Personal branding and personal knowledge hold immense significance for knowledge workers, serving as vital assets and catalysts for their development and innovative performance. These elements exert a profound influence on the individual success of knowledge workers in the dynamic and knowledge-driven economy. Personal brands are gradually transitioning from the periphery to the forefront of the modern economy, and their authenticity is considered a key factor in their ability to generate value. They are recognized as one of the three fundamental pillars of value creation within the social media environment, making substantial contributions to digital business models.

The book will appeal to a wide range of scholars, academics, professionals, and students specializing in organizational branding, marketing, management, and communications. It offers valuable insights and perspectives on the evolving landscape of personal branding and its implications for individuals, organizations, and the broader business ecosystem.

Weight: 510g
Dimension: 229 x 152 (mm)
ISBN-13: 9781032013367