Influence of the owner’s personal brand on the economic performance of the company: theoretical approaches

The article is devoted to the study of the influence of the owner's personal brand on the economic performance of the company. Key elements of personal brand, such as reputation, professional qualities, public image and values, which form trust in the owner and, consequently, in his business, are considered. Based on the analysis of theoretical approaches including human capital theory, intangible asset theory, signaling theory, institutional theory, social exchange theory and behavioral economics, the mechanism of personal brand influence on such indicators as revenue, cost reduction, market value and competitiveness is revealed. The paper proposes a conceptual model to explain the relationship between owner's personal brand and sustainable company development. The study emphasizes the role of personal brand as a strategic resource that can strengthen the company's position in the market, attract investments and improve the efficiency of business processes. The results may be useful for business owners and managers when forming corporate strategies.