is the process whereby people and their careers are marked as brands. It has been noted that while previous self-help management techniques were about self-improvement
, the personal branding concept suggests instead that success comes from self-packaging
. The term is thought to have been first used and discussed in an 1997
article by Tom Peters
Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g., Trump Steaks).