This article focused its interest on identifying the main positions that emerge from the literature on the value of self-knowledge, converted into entrepreneurship or personal Branding. This cognitive capacity implies developing skills to create value and originality to people's identity and, from there, position themselves in the world, adapting to the seismic changes that shake the foundations of the global economy. The theoretical analysis was organized from the epistemic triad of the T-PACK model, being the guiding axis to review the categorical relationship between the disciplinary component, in this case personal Branding, and its integration within the cybersocial spaces where it operates; as well as in the pedagogical and didactic field that is required for its understanding. The results reveal the challenges involved in continuing to develop this type of capacity in Higher Education, which requires scenarios to become literate in this type of process.
