Abstract:

Along with the technological and social developments that have taken place today, the emergence of brands in all areas of society from products to cities ad universities in recent years has made the concept of branding an important tool both in the academic and business world. Although personal branding has been a common phenomenon for entrepreneurs, politicians, general managers, or businesses for many years, in the last decade, especially with social media taking an active role in people’s daily life, it has become an effective communication tool for creating awareness and familiarity for people of almost in every age, education, gender group in society. In this study, designed as a literatüre review, it is aimed to reveal the changes in the concept of personal branding from part to present, the factors that make up a personal brand, and how to create personal brands in traditional and online channels. Finally, within the framework of personal branding studies existing in the literature in last 10 years, the topics that have not been addressed regarding the concept were determined and research titles were proposed for future studies.

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