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Dr Joanna Kinastowska
ORCID: 0000-0002-4338-0467
She is a graduate of Trade and Marketing at the Faculty of Management at the University of Economics in Poznań. PhD prepared at the Department of Marketing Strategies at the University of Economics in Poznań, defended her doctoral thesis at the Faculty of Social Sciences at the Institute of Political Science at the University of Wrocław. She is also a graduate of Pedagogical Studies and Business Coaching Studies. She is a lecturer and, in 2019 was a Vice-Rector of the Social and Medical
DOI: 10.33226/1231-7853.2020.8.3
JEL: M14, M33

In the 1980s, the business world acknowledged the need to build the image of both the organization itself and its key employees. Human capital was treated as the company's value. By creating business relations, the employees affect the credibility, trust, and loyalty of the client, which, like in politics, decide upon the organization's success. In the 21st century, dynamic and profound socio-economic changes contributed to the need to conduct election campaigns in a more permanent, professional, personalized, and decentralized manner, and are forced to look for methods of effective communication with voters. It seems that personal brand management strategy may guarantee higher effectiveness, consistency, and harmony of activities as well as a permanent competitive advantage in political communication. Building a personal brand strategy in politics is drawing from the achievements of various disciplines in the field of social sciences. It is an opportunity to build a reputation of politicians, influencing at the same time on voters' awareness, and a more valuable political debate. This article aims to justify the need for proper personal brand management as a relatively new communication strategy in political marketing. The analysis was based on the author's knowledge and experience from advisory work with Polish politicians and available literature, using the comparative method, case analysis, and logical inference.

Keywords: political communication; political marketing; political brand; branding; political image; pillars of political brand

She is a graduate of Trade and Marketing at the Faculty of Management at the University of Economics in Poznań. PhD prepared at the Department of Marketing Strategies at the University of Economics in Poznań, defended her doctoral thesis at the Faculty of Social Sciences at the Institute of Political Science at the University of Wrocław. She is also a graduate of Pedagogical Studies and Business Coaching Studies. She is a lecturer and, in 2019 was a Vice-Rector of the Social and Medical University in Warsaw. She is experience working as a coach, a consultant and an advisor for local politicians and NGOs. She was also a Councilor of one of the District in Warsaw in term of 2014–2018, social activist and local animator. Research interests focus mainly on marketing, brand creation, communication in politics and building the image of candidates in election campaigns.