The personal brand of an executive as a company communication channel

Approaches to the definition of personal brand in different areas are examined. Brand components and personal brand values defined by interrelated parameters are described. The relationship and distinctions of reputation, image and personal brand of the executive are analyzed. The parameters influencing the success of the personal brand of an executive are presented. The special attention is given to the necessity of promotion of the personal brand of the executive, as it allows to stand out among other competitors, to increase the number of clients, contributes to recruiting of highly skilled employees in the staff and helps to engage partners and investors. Also, the study identifies the areas in which today the personal brand is the most in demand.