Personal вrand сommunication in sociological тheories
https://doi.org/10.21453/2311-3065-2025-13-4-86-96
Abstract
This article presents a comprehensive analysis of the theoretical foundations of personal branding through the lens of classical sociological theories. The author focuses on the mechanisms of personal brand formation and development in the context of social interactions. The research’s methodological framework incorporates the theories of I. Goffman, G. Tarde, G. Simmel, G. Blumer, and other classic sociologists, as well as modern concepts of social.
Author identify the theoretical foundations of personal brand formation and define the mechanisms of its functioning in modern society. The article examines the following key aspects: a dramaturgical approach to personal brand formation, mechanisms of imitation and dissemination of personal brand influence, the brand communications system in modern society, and the practical aspects of building a personal brand.
The scientific novelty of the study lies in its systematization of classical sociological theories, communication, and marketing theories within the context of a modern understanding of personal branding.
About the Authors
D. P. Gavra
St. Petersburg state university
Russian Federation
Russian Federation
Gavra Dmitry Petrovich, Doctor of social sciences, professor, head of the department of public relations in business
199004, Saint Petersburg, 1st line of Vasilievsky Island, 26
A. E. Tsypkin
St. Petersburg state university
Russian Federation
Russian Federation
Alexander E. Tsypkin, PhD student
199004, Saint Petersburg, 1st line of Vasilievsky Island, 26
References
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Review
For citations:
Gavra D.P., Tsypkin A.E. Personal вrand сommunication in sociological тheories. Communicology. 2025;13(4):86-96. (In Russ.) https://doi.org/10.21453/2311-3065-2025-13-4-86-96
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