ЦІННІСНА СКЛАДОВА ПЕРСОНАЛЬНОГО БРЕНДИНГУ ОБДАРОВАНОЇ ОСОБИСТОСТІ У ВИМІРАХ КУЛЬТУРНИХ ПРАКТИК ГЛОБАЛІЗОВАНОГО СВІТУ

Abstract

The article describes the mechanisms of the personal branding of a gifted person in the dimensions of cultural practices of the globalized world. The author identifies the cultural component of the brand, which allows building relationships with the consumer on trust, confidence in the existence of a direct link of the brand values with its own value system. New branding approaches have been identified in which electronic culture is actively used. Thanks to the use of 3D technologies, participants in cultural practices can make the most accurate understanding of the cultural values and personal brand of the gifted person. It is stated that in the conditions of commercialization of branding, the participation of persons in cultural practices requires from them the development of the personal activity, the ability to take care of their being, the ability to identify and emphasize their individuality.