Abstract:

This article is focused on the theoretical considerations concerning the place of personal brands in the process of value creation in a network economy. Based on the literature review, the author points to the growing, dynamic and awareness of the importance of personal brands, and draws attention to the fact that the key resources of the modern economy, such as knowledge (especially tacit), skills (professional & social), relations, are inherent to humans.  So, individuals aware of their assets consciously shape their personal brands and participate in the process of value creation by entering into alliances concerning cooperation and integration of their key resources with entities and other prosumers.  These alliances ensure the maximisation of mutual benefits. As a result, we can observe how personal brands of human assets are dynamically moving from their place at the sidelines to the centre of the modern economy.