Brand is used in business, especially in marketing, its management becomes necessary for any business. Personal branding is a new trend in the field of brands and brand management, the goal of which is to promote a person, as one of the key activities that leads to success, it is increasingly pronounced and popular in society. His purpose is to present himself in the best possible light with his talents and personality, we can say an attempt to stand out from the crowd with his uniqueness. Self-promotion is present in all people because it tries to show and offer the best, unique thing that a person carries in himself. For some, it is of greater importance considering the various positions and statuses they have in society and are constantly under the watchful eye of the public. A personal brand is a necessity for business success and progress. The topic of this paper is personal branding as a process that includes personality, skills and unique characteristics and is a strong and clearly designed idea. The theoretical part of the work includes the concepts of brand, the importance of branding, the concepts of personal branding and its construction, as well as a review of political branding and celebrity culture as one of the better indicators of personal branding. In the empirical research part of the work, Donald Trump, his life path, entrepreneurial successes, social engagement and political career and the creation of his own brand are introduced.