Abstract
This chapter consists of a rough history of personal branding as well as how it is now conceived. It describes the goals, strategies and challenges related to personal branding in the contemporary, globalized world.
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Notes
- 1.
In this work, personal branding, creating and shaping a personal brand are regarded as synonymous.
- 2.
Building a strong business reputation and good relations with clients is an important factor in the growth of company value. For more, see Rudawska (2008).
- 3.
Translator’s note: a compound name consisting of two words—herbata (Polish for tea, also playing on the herbal association via Latin) and pol, short for polska or Polish, thus herbata+polska = Polish tea, also herbal/medicinal products.
- 4.
Translator’s note: each of these first names are diminutive or familiar forms, Kuba of Jakub, and Kazik of Kazimierz.
- 5.
Translator’s note: the Grycan sisters have a kind of celebrity status, and are the daughters of an important ice-cream producer in Poland.
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Grzesiak, M. (2018). Personal Branding: Its Essence, Goals and Classification. In: Personal Brand Creation in the Digital Age. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-69697-3_2
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