Abstract
The article presents the results of associative dimension of individual and group imagery and symbolic concepts regarding personnel management held in 2015
 within a comprehensive sociological research of professionalization branding and brand management. The survey polled 1,083 respondents, students of four
 universities tracking programs that involved the discipline “Personnel Management”. The survey participants had to choose specific visual mediators, which they
 most clearly associated with personnel management. The analysis of the survey results has allowed us to note peculiar imagery and symbolic concepts based on the
 respondents’ gender, age and occupation. The article specifically reflects the interpretation of the respondents’ associations using the psychogeometry instruments.
 Special attention is paid to classification of the survey participants’ imagery and symbolic concepts on groups of indicators characterizing the personnel
 management.
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