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Personal branding is the practice of people marketing themselves and their careers as brands. While previous self-help management techniques were about self-''improvement'', the personal-branding concept suggests instead that success comes from self-''packaging''.〔 The term is thought to have been first used and discussed in a 1997 article by Tom Peters. Personal branding is essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group or organization.〔Creating Your Personal Brand - Los Ellis 2009〕 Personal branding often involves the application of one's name to various products. For example, the celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g. Trump Steaks). == History == Personal branding, self-positioning and all individual branding by whatever name, was first introduced in 1937 in the book ''Think and Grow Rich'' by Napoleon Hill. This relates specifically to Chapter 6, Organized Planning, Planning the Sale of Services, where Hill states, “It should be encouraging to know that practically all the great fortunes began in the form of compensation for personal services, or from the sale of IDEAS.” The idea surfaced later in the 1981 book ''Positioning: The Battle for Your Mind'', by Al Ries and Jack Trout. More specifically in "Chapter 23. Positioning Yourself and Your Career - You can benefit by using positioning strategy to advance your own career. Key principle: Don’t try to do everything yourself. Find a horse to ride". It was later popularized by Tom Peters. Branding has reached a new level of imperative because of the rise of the Internet. The growth of the virtual world created the necessity of managing online identities. Despite being expressly virtual, social media and online identity has the ability to affect the real world. Because Individuals want to portray themselves a certain way to their social circle, they may work to maintain a certain image on their social media sites. As a result, social media enables the creation of an online identity that may not be completely true to the real self. (See: online identity) Today, added emphasis is placed on personal branding, especially in the online world. Employers are now increasingly using social media tools in order to vet applicants before offering them interviews. Such techniques range from searching the applicants Facebook or Twitter feed to conducting large background checks using search engines and other tools. Amongst job-seekers, this is leading to a shift away from the practice of submitting a resume as part of their job application process to providing potential employers with access to a number of personal brand assets. Such assets are likely to include a resume, links to a carefully managed LinkedIn profile and a personal blog, evidence of articles which disseminate original ideas on industry blogs and evidence of having an online following. Such efforts give job-seekers better odds of being noticed by potential employers. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Personal branding」の詳細全文を読む スポンサード リンク
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