<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902021000200104</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2021v21n2.04</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Personal branding y personal marketing: procesos complementarios centrados en la marca personal]]></article-title>
<article-title xml:lang="en"><![CDATA[Personal branding and personal marketing: complementary processes focused on the personal brand]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Melchor Rueda]]></surname>
<given-names><![CDATA[Fabiola Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Márquez Sánchez]]></surname>
<given-names><![CDATA[Enriqueta del Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Estrada Portales]]></surname>
<given-names><![CDATA[Vladimir Deléyade]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Lean Business Group  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Anáhuac  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Dominicana O&amp;M  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Dominican Republic</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>21</volume>
<numero>2</numero>
<fpage>104</fpage>
<lpage>129</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902021000200104&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902021000200104&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902021000200104&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente artículo aborda la marca personal como concepto, atributo y resultado humano, como categoría a gestionar para lograr un posicionamiento personal y profesional favorable en un entorno cada vez más cambiante, exigente y competitivo, así como los dos procesos esenciales para ello: el personal branding y el personal marketing. El objetivo es analizar los tres conceptos y sus puntos de contacto, a partir de la forma en que se definen y perciben, mediante una investigación bibliográfica y un estudio exploratorio, en los que se profundiza en la percepción y el conocimiento que se tiene de la marca personal, a través de una encuesta a 112 mexicanos, con la que se comprueba cómo las personas tienen una idea de lo que es la marca personal, sin poder describirla adecuadamente. Se proponen posiciones sobre la importancia de este concepto y su aplicación correcta, para las organizaciones y la sociedad en la época actual. Con base en los contenidos revisados, se define y analiza la marca personal, el personal branding y el marketing personal, se identifican y valoran las posturas comunes, y se procura la integración analítica de los tres conceptos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marca personal]]></kwd>
<kwd lng="es"><![CDATA[personal branding]]></kwd>
<kwd lng="es"><![CDATA[personal marketing]]></kwd>
<kwd lng="es"><![CDATA[organizaciones]]></kwd>
<kwd lng="es"><![CDATA[posicionamiento]]></kwd>
<kwd lng="es"><![CDATA[liderazgo]]></kwd>
<kwd lng="es"><![CDATA[expertos]]></kwd>
<kwd lng="es"><![CDATA[M39]]></kwd>
<kwd lng="es"><![CDATA[M59]]></kwd>
<kwd lng="en"><![CDATA[personal brand]]></kwd>
<kwd lng="en"><![CDATA[personal branding]]></kwd>
<kwd lng="en"><![CDATA[personal marketing]]></kwd>
<kwd lng="en"><![CDATA[organizations]]></kwd>
<kwd lng="en"><![CDATA[positioning]]></kwd>
<kwd lng="en"><![CDATA[leadership]]></kwd>
<kwd lng="en"><![CDATA[experts]]></kwd>
<kwd lng="en"><![CDATA[M39]]></kwd>
<kwd lng="en"><![CDATA[M59]]></kwd>
</kwd-group>
</article-meta>
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