MECHANISMS FOR THE FORMATION AND PROMOTION OF A MANAGER’S PERSONAL BRAND IN THE BUSINESS ENVIRONMENT

In the context of increasing competition, digitalization of business and personalization of management practices, the personal brand of the manager is of particular importance as a strategic resource for increasing the efficiency of management activities and strengthening corporate reputation. The article reveals the essence of a personal brand as a multi-level and manageable construct, examines the theoretical foundations of its formation, and highlights the key factors influencing the perception of the brand in the business environment. A step-by-step model for the formation of a personal brand of a manager is presented, including elements of self-positioning, visual identity and digital presence. Particular attention is paid to the mechanisms for promoting a personal brand, such as content marketing, public activity, networking and integration with the corporate brand. A conclusion is made about the need for a systematic approach to managing a personal brand as a condition for the sustainability and influence of a manager in the modern business environment.