Personal brand development in the EdTech market

Abstract

The EdTech market (on-line education market) is characterized by high growth rates, intensive competition and rapidly growing number of private players. The personal brand of a teacher is crucial when consumers choose a product and make a decision about buying in the on-line education market. The development of personal brand involves making optimal decisions to promote skills and experience that differentiate a person from other professionals. This requires the development of appropriate tools.

Based on an empirical study, the authors identified and evaluated the key criteria for choosing an educational product, topics of interest to consumers, the sources of information used, the characteristics of a personal brand, and the spontaneity of the purchase. Personal brand communication tools have been developed.