Brand management is a field of social sciences and a profession whose role is to plan, organize, market and maintain the brand of a specific product or service as long and successfully as possible on the market. With the emergence of new media and the development of modern technology, numerous challenges of modern society appear that constantly affect the mentioned area. For this reason, the improvement of the existing form of branding with public relations and management functions is suggested. The aim of the paper is to investigate and present the role of personal branding, its tools and the role of self-promotion in order to achieve competitive advantage and success in the market from the position of a celebrity. In parallel, the paper deals with the theoretical basis of brand management, public relations and the interdependent influence of public relations and promotion on the creation of a person's identity and image with reference to the selected example of the singer and entertainer Maja Šuput. The research part of the work refers to analyzing the brand, the persona of Maja Šuput on the public scene of the Republic of Croatia, studying the public's perception of her brand. The research was divided and conducted in two parts, using the telephone survey method, research was conducted on a representative sample of the general population of 600 respondents, and a case study was made on the subject of the singer's personal brand. The presented results confirm the confirmation of adaptation to contemporary trends, new jobs and functions of personal branding for the purpose of strengthening the brand, its vitality and achieving success on the market. The work contributes to the understanding of personal brand on the example of singer Maja Šuput, while showing the influence of PR and marketing tools as well as the managerial skills she uses to achieve professional success.