Personal branding: from commercial to the cultural phenomenon

In article the phenomenon of personal branding as modern instrument of impact on public consciousness is considered. Being an element of the commodity-money relations, the personal brand can potentially include deep components which are based on the spiritual base and are capable to influence public consciousness by formation of symbolical meanings. As a result there is relevant a question of responsibility in the sphere of personal branding because of broadcast of the ideas by the leading person which have to rely on cultural values, outlook and ideology of concrete society. On the example of the identity of Yury Gagarin correlation of an image of the person with the Soviet mentality - a spiritual component of a personal brand is considered. Features of adaptation of the foreign term in the Russian market are defined. The perspective of the modern commercially focused approach to studying of a phenomenon of a personal brand is designated.