Znaczenie marki osobistej menedżera dla tworzenia wartości rynkowej współczesnego przedsiębiorstwa
The importance of a manager’s personal brand for creating a modern company’s market value

Summary/Abstract: Currently, there are dynamic changes in the business and marketing space, including progressive digitization (Rajchel, 2019) and globalization (Kowalczyk, 2006), as well as intensification of activities aimed at self-promotion and career management based on a personal brand (Kowalczyk, 2020). In companies, it is more and more often noticed that the personal brand of a manager is not only a determinant of his individual professional success, but can contribute to the growth of the company’s market value. The aim of the article is to define the concept of “personal brand”, as well as to define the importance of a manager’s personal brand for creating the market value of a modern company. The work is theoretical and empirical. To achieve the set goals, a review of the latest literature and individual in-depth interviews (IDI) were carried out on a group of people holding managerial positions in consulting companies located in the Masovian Voivodeship (N = 11). An additional criterion for inclusion in the sample was activity with the use of social media and work experience in a managerial position (at least 1 year). The survey was conducted in the period from January to March 2022 with the use of ICT tools. The subject of the study was the personal brand of managers – its importance for the market value of a modern enterprise. The review of the latest literature allowed to conclude that a personal brand is defined as: an image in the eyes of other people, a set of individual characteristics, a promise of value and the result of a process. The surveyed managers most often understood a personal brand as an image in the eyes of other people, and their relationship with the company’s market value was not clearly defined by them. The author identified a research gap pointing to an insufficient number of publications describing the importance of a personal brand of managers for building the market value of modern enterprises. Moreover, the concept of a personal brand, especially in Polish scientific literature, is insufficiently recognized for specific professional groups (e.g. specialists or representatives of public authorities), while personal brands are more and more often a determinant of their professional career. The article also contains practical im lications for managers interested in creating attractive personal brands.

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