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Personal branding e marketing pessoal: a gestão da marca pessoal no desenvolvimento profissional

Author

Listed:
  • Edi Branco da Silva
  • Jóile Bagetti
  • Fabiana Zanardi
  • Airton Adelar Mueller

Abstract

O artigo discorre sobre a importância da gestão de imagem e marca pessoal. Parte-se da implicação de que as pessoas podem ser definidas como marcas. O Marketing Pessoal e o Personal Branding têm em comum as influências no reconhecimento pessoal, social e profissional. No entanto, os conceitos distinguem-se na forma de execução do método. Pretende-se, assim, um contributo no contexto de carreira considerando as competências, atitudes e valores dos indivíduos. O estudo tem caráter descritivo e de levantamento, com base em dados produzidos através do método de Survey e entrevista em profundidade com 60 colaboradores do setor comercial de uma organização. Os resultados foram analisados a partir da Mariz de Concordância x Importância de Slack (1993) à luz do contexto teórico.

Suggested Citation

  • Edi Branco da Silva & Jóile Bagetti & Fabiana Zanardi & Airton Adelar Mueller, 2020. "Personal branding e marketing pessoal: a gestão da marca pessoal no desenvolvimento profissional," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 264, february.
    • Handle: RePEc:erv:observ:y:2020:i:264:30
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