Branding personal: Teoría y práctica de la identidad profesional

Autores/as

Cesar Andraus
Universidad San Gregorio de Portoviejo image/svg+xml
Rauny Javier Limonta Más
Universidad San Gregorio de Portoviejo image/svg+xml

Palabras clave:

Branding personal, marca personal, identidad profesional, propuesta de valor, reputación profesional, comunicación, autenticidad

Sinopsis

Branding personal: teoría y práctica de la identidad profesional aborda la construcción y gestión de la marca personal desde una perspectiva interdisciplinaria que integra aportes del marketing, la comunicación, la psicología, la sociología y los estudios sobre identidad y desarrollo profesional. La obra diferencia conceptualmente la marca personal del proceso de branding personal y analiza cómo la identidad, el autoconcepto, la comunicación, la narrativa, la autenticidad, la diferenciación, la propuesta de valor, la credibilidad y la reputación intervienen en la manera en que una trayectoria profesional es expresada, interpretada y reconocida socialmente. A partir de la revisión de los principales enfoques y modelos existentes, los autores proponen un modelo integrador compuesto por seis dimensiones interdependientes: identidad, valor, expresión, percepción, reputación y retroalimentación, situadas dentro de un contexto profesional y social. El libro combina fundamentos teóricos con el análisis de trayectorias reales y adopta además una perspectiva crítica sobre la autopromoción, la visibilidad, las desigualdades, el trabajo emocional y la mercantilización de la identidad, planteando una gestión de la marca personal ética, coherente y sostenible.

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Publicado

diciembre 11, 2025

Detalles sobre esta monografía

ISBN-13 (15)

978-9942-795-47-2

Cómo citar

Andraus, C., & Limonta Más, R. J. (Eds.). (2025). Branding personal: Teoría y práctica de la identidad profesional. Editorial San Gregorio. https://doi.org/10.5281/zenodo.23086085