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The objective of this article is to study the possibilities of creating a personal brand of a higher education teacher, its peculiarities and values in the conditions of the region. A description of the national character, mentality of the Sakha people is given for a better understanding the peculiarities of the university teacher’s brand creating in the region. The results of a sociological survey in three institutions of the republic have shown that today the understanding of the importance of developing a personal brand in the higher schools of the republic is superficial. The factors that contribute to the creation of a personal brand in the scientific and educational environment have been investigated. Recommendations for the step-by-step forming a personal brand are offered.

Personal brand of university teachers in the Arctic regions in the context of digitalization of education