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Personal Brand Building and Promotional Concept Development for a Photographer on Instagram

Student: Nesterova Iuliia

Supervisor: Elena Korchagina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

The thesis examines the personal brand building and its promotional approaches on social network Instagram for a photographer. The phenomena of independent photographers became a trend on the market of mass visual services. Moreover, the digitalization of life requires the digital approach in terms of marketing too. However, there are few studies about the personal brand and promotional concept building for a photographer on Instagram especially on Russian market. Therefore, the purposes of the study are to assess the existing practices of personal brand building and build the personal brand of a photographer; to elaborate a conception of promotion on social network Instagram for photographers on the example of the @juliettin account. They are built being based on the survey, structured interviews and the experiment with testing Instagram promotion practices on the @juliettin account. The conception can be useful for photographers, who want to develop their personal brand, strengthen their digital presence and have Instagram as a main channel of communication with clientele.

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