Professional mentality of the specialist: dominance of branding indicators and formative potential of higher education

Abstract

The problem of qualitative professional training of the future specialist in the process of acquiring by him (her) basic higher education in the conditions of modern higher education is raised. The researchers’ attention is focused on the influence of professional mentality, as a qualitative personality and professional trait of students, on his (her) ability to successful self-presentation and creation of a personal brand. The outlined field of scientific search in the context of todays educational realities becomes relevant due to the advanced function of the reputation of the professional’s personality. This is a relatively new perspective on the understanding of the age-old problem of quality, in particular, of educational services and in terms of understanding the personal brand of a specialist from the standpoint of social capital.

It is ascertained the non-identity of such close concepts as image, reputation, brand. The resources of the educational process of the modern higher school in the formation of creative personality, in particular, of the teacher, which is considered as an essential prerequisite of branding indicators acquisition by the future specialist, are detailed. It is focused on resources in this area of contextual approach and interactive pedagogical technologies. It is argued that the criterion of success of the individual in the process should be considered as leading both in terms of stimulation of career advancement and in the image plane.