Resumen

MELCHOR RUEDA, Fabiola Patricia; MARQUEZ SANCHEZ, Enriqueta del Carmen  y  ESTRADA PORTALES, Vladimir Deléyade. Personal branding and personal marketing: complementary processes focused on the personal brand. The Anáhuac j. [online]. 2021, vol.21, n.2, pp.104-129.  Epub 14-Mar-2022. ISSN 2683-2690.  https://doi.org/10.36105/theanahuacjour.2021v21n2.04.

The present article addresses the Personal Brand as a concept, attribute and human result, as well as a category to be managed in order to achieve a favorable personal and professional positioning in an increasingly changing, demanding and competitive environment. It also addresses the two essential processes to achieve it: personal branding and personal marketing.

The objective is to analyze the three concepts and their intersecting points, based on the way in which they are defined and perceived through a bibliographic research and an exploratory research, in which the perception and knowledge of the personal brand is deepened, through a survey applied to 112 Mexicans, which allowed us to verify that people do have an idea of what personal branding is, without being able to describe it adequately. Positions are proposed on the importance of this concept and its correct application, for both organizations and society in the current era.

Based on the reviewed content, the personal brand, personal branding and personal marketing are defined and analyzed, common postures are identified and valued, seeking the analytical integration of the three concepts.

Palabras llave : personal brand; personal branding; personal marketing; organizations; positioning; leadership; experts; M39; M59.

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