PERSONAL BRAND AS A STRATEGIC RESOURCE OF A LEADER IN THE CONDITIONS OF THE DIGITAL ECONOMY

The article examines the phenomenon of a leader’s personal brand as a strategic resource in the digital economy. It considers the theoretical foundations of the concept of a personal brand, the mechanisms of its formation in the digital environment, as well as the key risks and challenges associated with digital reputation management. It analyzes the current prospects for the development of personal branding, taking into account the influence of digital technologies, globalization of communications and growing demands for social responsibility of leaders. It is concluded that a personal brand is becoming an important tool for improving the effectiveness of managerial leadership and the competitiveness of organizations in a rapidly changing digital space. The article will be useful for specialists in the field of strategic management, corporate communications and digital marketing.