ABSTRACT
Personal branding in the new-networked reality became a new in-demand skill for all professionals today. Moreover, in the network economy, every person has a personal brand, and, in particular, the user of the company network, professional network, or social network, and any network – virtual or real, regardless of whether he or she wants it or not, and whether he or she is aware of branding processes. Why? Because objectively, whether we want it or not, people around us brand us “somehow.” To simplify, the personal branding process essence is that we care about our influence on others and their attitudes toward us. Moreover, personal branding can be considered much more profound than how people brand us and how it affects us, namely, if we care about others' opinions only to benefit from them.
