Prof. Dr. Metin Işık imetin@sakarya.edu.tr Asst. Prof. Dr. Cengiz Erdal cengizerdal@sakarya.edu.tr Damla Karşu, Research Assistant dkarsu@sakarya.edu.tr Sakarya University, Faculty of Communications From Corporate Brand To Personal Brand, Online Reputation Management Brand, a bunch of promises that differentiate any kind of product or services, is the answer of the consumer’s question why they should choose that product or services. Depending on the development of technology, products and services are increasingly resemble each other. In such a severe competition, these product or services can be differentiated from competitors with powerful corporate brand. In this regard, corporate marketing, different from traditional marketing with being corporate brand oriented, is gaining importance. Therefore, reputation management as one of the elements of the corporate marketing mix, which aims to defend, support or measure the corporate reputation in offline or online world, has been one of the issues of interest to the business community as well as the academic community. However competition is not only for product, services or corporate brands but also for people, due to the growth of the number of people who have similar life experience or trained in almost same way. At this point, just as the product, services or corporates create their own brands, individuals need to be a brand in individual basis in terms of taking distance from competitors. That competition between individuals makes necessary a marketing concept which puts individual’s name and personal brand at the center like corporate marketing. Personal brands as a competitive advantage for individuals make it necessary to manage and defend reputaion in online and offline world. From the relationship between corporate brand and corporate reputation, this study focuses on the question of how individuals should manage their own reputation for the sake of their personal brands. Key words: reputation, online reputation management, personal brand