The role of personal branding in business success

Abstract

This thesis explores the role of personal branding in business success, with a particular focus on the digital environment and social media. Combining a theoretical framework with empirical qualitative research conducted through semi-structured interviews with eleven successful professionals, the study analyzes the key characteristics of individuals engaged in personal branding, the challenges they face, and the pressures and expectations that branding can create in a professional context. The findings confirm that effective personal brand management can significantly enhance professional development, market visibility, and business opportunities. Based on the insights gained, practical recommendations are provided for strengthening personal brands in today’s digital landscape.