EN
Identity and human personality in the time of postmodern have a new meaning. It is a new con-sumer product. This thesis shows an essential view of identity as a brand, its multidimensionali-ty and isolate patterns that created personal consumer culture. Polish philosopher and sociolo-gist Zygmunt Bauman shows four main patterns: cars - walkers, wanderers, tourists and players. Other important patterns personal twenty-first century are homo consumerus and homo maller.