Professor
Year: 2026
Type: article
Abstract: Personal branding has become a multidisciplinary field that connects marketing, communication studies, sociology, psychology, and career management. It is often reduced to visibility, self-promotion, or digital presence, although a personal brand emerges through a longer process of aligning identity, behaviour, communication, and public interpretations. This paper conceptualises personal packaging as a distinct strategic component of personal brand building. Based on conceptual analysis and a narrative review of the literature on personal branding, impression management, and nonverbal communication, personal packaging is defined as an intentionally aligned system of visual, behavioural, verbal, vocal, material, and digital cues through which individuals make their identity, values, and professional value recognisable to specific publics. The paper distinguishes among personal identity, personal image, personal reputation, and personal brand, and examines body language, clothing, colour, voice, and digital presentation. It proposes a model in which personal packaging mediates between internal identity and public interpretation. Personal packaging can strengthen recognition and credibility only when it is aligned with actual competence, behaviour, context, and ethical principles.
Author: Tomić, Zoran
Institution: University of Mostar
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7213749019
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