Personal Branding in the Knowledge Economy - The Inter-Relationship Between Corporate and Employee Brands

Personal Branding in the Knowledge Economy: The Inter-relationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals' knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.

List of contents

Part 1. Why do knowledge workers are unique?   Part 2. Why do knowledge workers should care about personal branding?   Part 3. Why do corporations need knowledge workers with strong personal brands?   Part 4. Empirical evidence

About the author

Wioleta Kucharska is an Associate Professsor in the Management Department, Faculty of Management and Economics at the Gdäsk University of Technology (Fahrenheit Union of University), Gdäsk, Poland. Along with her scientific passion and achievements and twelve years of experience in branding, this book actively refers to personal branding practice on a solid theoretical basis.

Summary

Personal Branding in the Knowledge Economy: The Inter-relationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge.

Product details

• Authors: Wioleta Kucharska
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Paperback / Softback
• Released: 27.05.2024
• EAN: 9781032013381
• ISBN: 978-1-0-3201338-1
• No. of pages: 168
• Series: Routledge Advances in Management and Business Studies
• Subjects: Social sciences, law, business > Business > Management; Public Relations, BUSINESS & ECONOMICS / Public Relations, BUSINESS & ECONOMICS / Organizational Behavior, BUSINESS & ECONOMICS / Business Communication / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Management, Knowledge Management, BUSINESS & ECONOMICS / Sales & Selling / General, BUSINESS & ECONOMICS / Knowledge Capital, Business communication & presentation, Organizational theory & behaviour, Management & management techniques, Sales & marketing, Personnel & human resources management, Sales and marketing, Business communication and presentation, Personnel and human resources management, Organizational theory and behaviour, Management and management techniques