Keyword: «self-branding»

The relevance of the research is due to the fact that today university teachers face a number of updated requirements, such as mastering the representative technologies skills in order to create and develop their personal brands. While considering the personal brand of teachers as an image developed on their professional activities, personal qualities, values and skills, as well as a combination of professional image and personal characteristics that make them unique and recognizable in the educational environment, then social networks are an effective tool for self-branding. The purpose of this research is to develop a methodology in order to build an interactive personal brand of a university teacher. The survey was conducted at Samara State University of Economics. The research resulted in technology for building an interactive personal brand of a university teacher. It includes 10 stages: defining the idea of a personal brand and targeting a specific audience; developing the concept of a teacher’s personal brand; creation of the unique image in the professional field; development of requirements for the corporate identity of the teacher’s personal brand; creation of corporate identity and attributes; identification of online platforms for promotion; analysis of the content perception by consumers; analysis of competitors; identification and analysis of educational forms and methods of work that are used by domestic and foreign specialists; checking the performance of the indicators that teachers wanted to achieve by developing and promoting their personal brands. The theoretical significance of the work lies in deepening knowledge on the problem of forming a personal brand of a teacher, taking into account the modern interactive educational environment. The practical significance of the study is due to the fact that the authors have identified and described the technology to build the interactive personal brand of a university teacher which consists of 10 stages. The reliability and validity of the results were ensured by a comprehensive analysis of national and foreign scientific research on the problem mentioned, taking into consideration the fundamental methodological principles and the use of methods appropriate to the study. The scientific novelty of the research lies in the fact that the methodology developed by the authors makes it possible to form and improve the self-branding of university teachers for the purpose of their adequate, positive and effective assessment by the employers, students and colleagues.