Much
like self-branding, the concept of wellness has emerged in discussions
reflecting current self-care culture. This paper examines wellness as a
potential means of self-branding. The following research questions are
addressed:  1) Through which activities
and practices do consumers pursue and consume wellness, and why? 2) How can
these practices be used as a means of branding oneself? To address these
questions, a series of focus group interviews were conducted in California and
Finland – 6 in each.  Transcripts of the
sessions were analyzed employing a qualitative content analysis approach.  Several themes emerged from the
analysis.  Participants noted that being
fit was associated not only with one’s physical condition, but also with
emotional and mental health. 
Additionally, a shift toward immaterial means of taking care of oneself
was noted.  Wellness has become a
powerful means of transforming oneself, and it would bode well for corporations
to understand the emergence of this new mindset in the self-care culture.