<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072020000200191</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v1i39.1258</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La ética como elemento diferenciador en la marca personal]]></article-title>
<article-title xml:lang="en"><![CDATA[Ethics as a diferenciador element in the personal branding]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cedeño Bravo]]></surname>
<given-names><![CDATA[Mario Junior]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Intriago Zambrano]]></surname>
<given-names><![CDATA[Ernesto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zambrano Vélez]]></surname>
<given-names><![CDATA[Carmen Katerine]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,mjcedeno@sangregorio.edu.ec  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,intriago.ernesto@gmail.com  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,czambrano@sangregorio.edu.ec  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<numero>39</numero>
<fpage>191</fpage>
<lpage>202</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072020000200191&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072020000200191&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072020000200191&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: A raíz de una abundancia de marcas que copan los mercados y el comportamiento ético de las empresas, en el presente trabajo se reflexiona sobre la marca personal. Así como en un producto existen signos gráficos distintivos, traducido en seres humanos dichos signos son intangibles e igualmente distintivos. Mediante la revisión bibliográfica y el análisis de la información que aborda la ética y la moral como virtudes y valor agregado en la construcción del individuo, el presente trabajo tiene como objetivo identificar los valores y atributos que comprenden una marca en general y el personal branding en particular, elementos útiles para captar oportunidades generadoras de diferencias que se sitúan por encima de la competencia dentro de una empresa.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: As a result of an abundance of brands that dominate the markets and the ethical behavior of companies, this paper reflects on the personal brand. Just as in a product there are distinctive graphic signs, translated in human beings, these signs are intangible and equally distinctive. Through the bibliographic review and analysis of the information that addresses ethics and morals as virtues and added value in the construction of the individual, the present work aims to identify the values and attributes that comprise a brand in general and personal branding in In particular, useful elements to capture opportunities that generate differences that are above the competition within a company.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Competencia laboral]]></kwd>
<kwd lng="es"><![CDATA[la ética en la marca personal]]></kwd>
<kwd lng="es"><![CDATA[valores de la marca personal]]></kwd>
<kwd lng="en"><![CDATA[Labor competence]]></kwd>
<kwd lng="en"><![CDATA[ethics in personal branding]]></kwd>
<kwd lng="en"><![CDATA[personal branding values]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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