For active development of business today is no longer sufficient to deal only with advertising or public relations. With the increasing competition and the development of digital technology, consumers are more inclined to trust companies, the management and owners of which have transparent expert positioning, active business position and strong brands. The authors discuss the basic mistakes, typical of beginners in the field of personal branding, the key elements of the personal brand, as well as current trends in this field, which will allow readers to create or enhance your personal brand or the personal brand of its leader.
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