Self- concept and personal Brand development. Comparative analysis in international student

Abstract

Individual personal brands have experienced a growing importance due to the massive use of new technologies. Everyone can benefit from the use of social networks to make a personal brand spread establishing a difference with the rest of the individuals. The interest to develop a personal brand is growing partly because of the high competitive employment market. Students in their last university years are especially interested in developing a personal brand. This study shows results obtained in a sample of students from Belgium and Spain. The objectives are to analyze self-concept as a valid tool to develop a personal brand and to establish possible differences in the self-concept levels of both nationalities. This article shows the results obtained in a study about personal brand and self-concept carried out in Belgium and Spain in May 2013.