About the importance of a personal brand for a “media person”

The place of a personal brand in the context of the general mediatization of public spheres is considered, as well as the strengthening of the media role in a person’s life, his professional recognition. The media person formation, together with the consolidation of competition in professional spheres, marked a new round of research and practical interest in the problems of building a media image, forming a personal brand, and reputation management. The perspective of studying the nature of the influence and interrelation of the personal brand of the first person (corporate leader) and the corporate brand, the interrelation of the reputations of the personal and collective brand (reputation transfer) is outlined.