The Concept of Personal Brand Peculiarities of Using a Personal Brand by Domestic Stars

The article is devoted to the consideration of personal branding. The purpose of the article is to define the term «personal brand» on the basis of foreign and domestic research, to explore its importance for cultural science, to analyze the differences between the use of personal branding by domestic and foreign artists. The problem statement consists in the study of new theoretical and practical methods of using a personal brand in the field of cultural industry. The scientific novelty lies in the consideration of contemporary technologies of realization of the personal brand of the artists in the Ukrainian show business. The concept of personal branding is explored; practical methods of creating a personal brand are mentioned. The research methodology consisted in the theoretical and empirical research methods, based on which the importance of creating a personal brand was proved. The main task is to define the theoretical notions of personal branding; to identify functions and tasks of personal branding, its key elements and methods of realization, as well as new methods of improving the performer’s personal brand. Conclusions. It was proved that producers in Ukraine pay insufficient attention to creating the artist’s personal brand. Domestic performers are copying Western artists, which hinders the development of their own culture.