PERSONAL BRAND VALUE CATEGORIES. COMMERCIALIZATION OR DEHUMANIZATION?

The article presents the research results on personal brand value categories. No systematized compilation of personal brand values has yet been identified that considers both marketing and humanistic perspective. Therefore, the questions are: what categories of personal brand values can be distinguished, and what connections exist between them? Personal brand (PB) is one of the knowledge commercialization tools. The instrumentality associated with it can lead not only to economic value production but also to dehumanization. A systematic literature review relating to PB values was carried out. The research conducted organizes the current knowledge of PB value categories. It also provides a basis for developing a proposal for a minimum set of value categories that should accompany analyses of concepts and practices related to PB building. Therefore, the results of the presented research complement the way of understanding the personal brand concept with a humanistic context, which should inextricably accompany it.