THE STUDY OF THE CONCEPT OF A PERSONAL BRAND AS AN ACTUAL FORM OF PROMOTION IN THE CONTEXT OF THE DEVELOPMENT OF THE DIGITAL ENVIRONMENT
The article considers the prerequisites for the growth of the popularity of personal branding in the context of the development of the digital environment and the new concept of marketing - human-to-human. A study of the concept of a personal brand was conducted: difficulties of interpretation of the definition were revealed, existing approaches to the concept were generalized and classified depending on the key message (opinion, result or process), the key characteristics of a personal brand were identified.