Self as Brand and Brand as Self: A 2x2 Dimension Conceptual Model of Self-Branding in the Digital Economy

Abstract Research about self-branding is mainly drawn from two areas: marketing research and cultural studies. Although they use the same terms—self-branding or personal branding—they sometimes refer to different phenomena, which can lead to confusion. Marketing studies usually regard self-branding as a strategy that individuals adopt to promote their professional careers, while cultural studies consider self-branding as immaterial labor that is associated with consumerism and implies hierarchy and inequality. Therefore, this essay aims to explicate the concept of self-branding in the digital economy by defining it as a strategy that individuals use to present self-images either through commodifying self-identities or embodying a cultural symbol to attract attention to gain social or economic benefits. This study proposes a 2x2 dimension conceptual model indicating that self-branding can function either as advertising or as a product itself and be realized through either “self as brand” or “brand as self.”