Özet:

Personal brand is one of the agenda items of the modern era and, due to its popularity, enters the field of interest of both marketing communications experts and academics. While there are studies on the subject in international and national sphere; whether the personal brand is possible, definition, scope is still a matter of discussion. This work, which moves from the point of view of the concept of personal brand; takes into account the concept of personal brand and its practices. The work designed in a quality is a scan of literature. In the study, the document review technique was used as a method of data collection. In this context, a retrospective identifying literature research on personal brand concepts and practices in the international and national sphere has been carried out and the appropriate sampling method has been used. In the framework of the study, first of all, the concept of brand and brand management was discussed. Then the concept of personal brand was detailed and explained the historic development of the concept of personal brand and the process of personal brand management. The study aims to create a conceptual framework by determining the current status of personal brand concepts and practices and to keep light for future studies.

Anahtar Kelimeler:

Özet:

Personal branding has gained a lot of attention in the modern era and due to its increased popularity is of interest to both marketing communication professionals and academics. There have been studies done on the subject in international and national literature; however, whether personal branding is even possible, its definition and scope are still matters of debate. Based on the inconsistent points of view regarding the concept of personal branding, this study scrutinizes the personal branding concepts and practices. This literature review based study used a qualitative research design and document analysis technique as the data collection method. A retrospective descriptive literature review on personal branding concepts and practices in international and national literature was conducted and an appropriate sampling method was used. First, the concepts of branding and personal brand management were discussed. Then, the concept of personal branding was examined in detail and its historical development and the personal brand management process were considered. The study aims to establish a conceptual framework to pave the way for future studies by determining the current situation of the concepts and practices of personal branding based on the literature.