Development of a Personal Brand Model

Personal branding is an emerging phenomenon in the field of marketing which has enjoyed considerable growth in the last decade. Self-branding promotion in social media is of a current concern. The present work is dedicated to the analysis of 12 self-brand profiles on Instagram in 3 various spheres of life (sport, food, tourism). Moreover the model of building up personal brand will be presented in this paper. This model reflects all the peculiarities of self-brand positioning as well as the special features of Instagram and Facebook advertising settings. These tools help personal brands in building marketing strategy taking into consideration the business-goal, special aspects of targeting and visual consistency of a personal brand Instagram profile. For analyzing the cases and drawing up the model of self-brand promotion on Instagram, the quantitative method of research, case study, was used. The outcome of this paper is the adjustment of a «Bull’s Eye» brand-positioning classic model to the personal brand positioning as well as creation and testing the model of personal brand promotion.