PERSONAL BRANDING

THE THEATER OF THE UNCONSCIOUS AND THE SELF REPRESENTATION

Authors

  • Airton Carlos Patzlaff Universidade Tecnológica Federal do Paraná
  • Priscila Maria Gregolin Patzlaff Universidade Tecnológica Federal do Paraná

DOI:

https://doi.org/10.12662/2359-618xregea.v13i3.p75-87.2024

Keywords:

personal brand, identity, environmental management system, image, personal branding

Abstract

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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Author Biographies

Airton Carlos Patzlaff, Universidade Tecnológica Federal do Paraná

Neuropsicanalista e Personal Brander. Mestre em Desenvolvimento pela Universidade Tecnológica Federal do Paraná. Especialista em Personal Branding pela Universidade Norte do Paraná e em Gestão de Recursos Humanos pela UTFPR. Pós-graduado (lato sensu) em Neuropsicologia pela Universidade Anhanguera com extensão em Neuromarketing pela Copenhagen Business School. Certificado em Estudos do Inconsciente pela University of Edinburgh e Master Psychoanalytical Theory pela Alison-Capernaum Limited. Bacharel em Administração pela Universidade Tecnológica Federal do Paraná.

Priscila Maria Gregolin Patzlaff, Universidade Tecnológica Federal do Paraná

Gestora de Imagem e Marca Pessoal. Especialista em Personal Branding pela Universidade Norte do Paraná e em Gestão de Recursos Humanos pela Universidade Tecnológica Federal do Paraná. Pós-graduada (lato sensu) em Moda pela Universidade Anhanguera e Bacharel em Administração pela Universidade Tecnológica Federal do Paraná.

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Published

2024-06-18

How to Cite

PATZLAFF, Airton Carlos; PATZLAFF, Priscila Maria Gregolin. PERSONAL BRANDING: THE THEATER OF THE UNCONSCIOUS AND THE SELF REPRESENTATION. Journal Of Management Analysis, Fortaleza, v. 13, n. 3, p. 75–87, 2024. DOI: 10.12662/2359-618xregea.v13i3.p75-87.2024. Disponível em: https://periodicos.unichristus.edu.br/gestao/article/view/5173. Acesso em: 16 dec. 2024.

Issue

Vol. 13 No. 3 (2024)

Section

ARTICLES

License

Copyright (c) 2024 Journal Of Management Analysis

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