PERSONAL BRANDING AND ITS ROLE IN ENHANCING COMPETITIVENESS IN REGIONAL CREATIVE INDUSTRIES: AN EMPIRICAL STUDY
A.V. Pogorevich1, A.S. Novikov2
1Siberian Federal University, Humanitarian Institute, Krasnoyarsk, Russia
2LLC “Technologies of Social Research”, Krasnoyarsk, Russia
Keywords: creative economy, creative industries, regions, state support, competitiveness, personal brand, social media
Abstract
The article considers the factors of competitiveness of creative industries in Russian regions with a focus on the role of personal branding as a tool for promotion and self-fulfillment of the creative class. The subject of the study embraces the practices of creating and promoting personal brands in the conditions of digital environment and high information saturation. The aim of research is to identify the key strategies ofpersonal brand formation in the creative sector and evaluate their effectiveness to improve the competitiveness of professionals and regions as a whole. The hypothesis is analyzed that successful development of the creative economy requires not only state support, but also natural market mechanisms, including competition, networking and personal brands. The research was conducted by a survey of384 representatives of creative industries in Krasnoyarsk Krai (February-April 2024), the sample was formed by river-sample technology. The respondents represented such spheres as art industry, design, music, theater, cinema, education, media and others, according to the UNESCO classification and the Concept of Creative Industries Development in Russia. The results showed that 42.6% of the participants are purposefully working on their personal brand, and another 36.4% plan to do so. Respondents consider positioning and awareness to be the main attributes of a personal brand. The most popular promotion tool was social networks (27.8%), as they correspond to the logic of the attention economy. More than a third of respondents noted a tangible effect of branding: invitations to projects, new clients, recommendations as a professional and networking. The obtained results can be used to improve the state policy of supporting creative industries, develop the methodological basis for personal branding research and improve the efficiency of professional activity in the creative sphere. The article demonstrates that personal brand is an important resource of competitiveness in the creative economy and requires further study and system support.
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