Applied aspects of formation and development of a teacher as a personal brand under modern socio-cultural conditions

the issue of the teacher’s personal brand has recently become much more relevant as the modern society places new demands on a teacher personality. The article deals with challenges related to the problem of forming and maintaining the image of a modern teacher through personal branding. The key factors that actualize the need to build up the personal brand of a teacher are highlighted. The main stages of the teacher’s personal brand formation under modern sociocultural conditions are defined and contensively filled, namely: analytical, design, marketing, reflective. A model for constructing a pedagogical specialist personal brand is proposed based on the results of a study aimed at identifying the attitude of practicing teachers to personal brand issues, identifying techniques and strategies for the brand creating and promoting that are used in the pedagogical community as well as the degree of awareness in performing this activity. The study identifies the main social networks preferred by educators, summarizes the key types of published material, determines the average amount of time spent on maintaining a professional blog and participating in the activities of professional online communities, defines the typical tools used to promote a personal brand, shows the reasons for active online activities, and also sums up certain tools and parameters for assessing the personal blogging results.