PERSONAL BRANDING

REFLEXÕES E POSSIBILIDADES A PARTIR DE UMA REVISÃO BIBLIOGRÁFICA

Abstract

The widespread access to and development of technologies in both physical and, notably, digital environments, combined with increased global competitiveness, have spurred significant growth in a field known as personal branding. In this field, individuals apply and adapt concepts traditionally associated with organizations to their personal and professional image. However, scientific research on this topic remains scarce. This study aimed to understand and identify the main theoretical and methodological aspects related to personal branding, based on a literature review of the subject. The research adopts a qualitative approach and is descriptive in nature. The main findings point to a variety of methodologies and approaches used, despite maintaining common aspects of planning, highlighting the need for further studies in this area.