Personal Branding in the Knowledge Economy The Interrelationship between Corporate and Employee Brands 1st Edition by Wioleta Kucharska ISBN 9781032013381 1032013381

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Product details: 

ISBN 10:   1032013381 

ISBN 13: 9781032013381

Author:  Wioleta Kucharska

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.

Table of contents: 

Part 1. Why do knowledge workers are unique?

Part 2. Why do knowledge workers should care about personal branding?

Part 3. Why do corporations need knowledge workers with strong personal brands?

Part 4. Empirical evidence

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Tags: Wioleta Kucharska, Personal Branding, the Knowledge, The Interrelationship, Corporate and Employee