PERSONAL BRANDING: THE THEATER OF THE UNCONSCIOUS AND THE SELF REPRESENTATION
This paper demonstrates the importance of psychology and sociology in managing personal brands and tries to fill some gaps regarding Personal Branding introduction in the university environment. From a dialectical perspective, the authors demonstrate that companies aim to consolidate their corporate...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Centro Universitário Christus (Unichristus) |
| Repositorio: | Revista Gestão em Análise (Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.emnuvens.com.br:article/5173 |
| Acceso en línea: | https://periodicos.unichristus.edu.br/gestao/article/view/5173 |
| Access Level: | acceso abierto |
| Palabra clave: | marca pessoal identidade gerenciamento imagem Personal Branding personal brand identity environmental management system image personal branding |
| Sumario: | This paper demonstrates the importance of psychology and sociology in managing personal brands and tries to fill some gaps regarding Personal Branding introduction in the university environment. From a dialectical perspective, the authors demonstrate that companies aim to consolidate their corporate image; in the same way, people want to highlight their unique identity and reinforce their competitive advantages. The results of this bibliographic research indicate that Personal Branding has been occupying an important space as a science capable of interpreting personal singularities and converting them into marketing assets. Among the tools capable of optimizing work in Personal Branding, studies emanating from Analytical Psychology and Social Psychology stand out, having Jung and Goffman as theoretical exponents of great relevance in this area. Therefore, the scientific framework of these authors will be appreciated throughout this paper, highlighting the role of the unconscious and symbolic interactionism in the construction of authentic personalities and consolidated brands. |
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