Personal branding as a key to the development of marketing communications and information culture of the company

Abstract

The growth of the branding role in the commercial sector, an active expansion of the areas necessitates the theoretical substantiation of the characteristics of the formation and use of brands in specific fields and stimulates the development of scientific and practical researches about the formation and management of personal brands based on information culture. So the purpose of this study is to develop theoretical foundations and to improve methodological provisions for the formation and use of personal brands based on the information culture mastery, which are considered as a factor in enhancing a person's competitiveness in today's market conditions. Essence of the personal branding is certain, the specific features of the personal brands are exposed by comparison to classic one, that distinguishes them as the special market force, conceptual positions of forming of the personal brand are considered and improved as a commodity, classification of groups of instruments of the personal branding is worked out. Also the concept "information culture" is investigated in the article. Its absolute interrelation and influence on personal brand, organization development, team activity and their effectiveness are proved. The possible ways of personality cultivating in the conditions of innovative development society, the widespread introduction of information and telecommunication technologies are highlighted. Also at the present stage of social development, the importance of studying the foundations of information culture formation is entailed by the search for new mechanisms for improving the professional and personal qualities of an individual – personal brand. The results of scientific and technological progress, the increase in the information volume, the need to master it for effective activity, managerial decision-making cause the need for a person to develop his information culture as a condition and features of a civilized organization of the economy and a person on the basis of production means. Improved methodological approach gives the opportunity to form a personal brand, meaning, to stand out among other people in order to establish professional life and achieve success in it.