This thesis explores the phenomenon of personal branding through the case study of Kim Kardashian, a notable celebrity who has successfully transformed her media presence into a powerful personal brand. The research focuses on how Kardashian managed to develop and sustain her brand despite numerous controversies and challenges throughout her career. The introduction provides an overview of how Kim Kardashian rose to fame and built a multi-million-dollar empire. It highlights the importance of personal branding in the digital age, emphasizing the role of social media in shaping public perception and direct communication with the audience. The theoretical framework delves into public relations, branding, and the celebrity industry. It defines key concepts such as brand, image, personal PR and celebrity. The framework sets the stage for understanding the strategies employed by celebrities to maintain and enhance their public image The methodology section outlines the case study approach and content analysis used to examine Kardashian's brand development. It discusses the research objectives and the steps taken to gather and analyze data. The focus is on understanding the impact of scandals and how they were managed to protect and even enhance Kardashian's brand. The research findings present a descriptive, interpretative, and evaluative analysis of Kardashian's branding strategies By studying the case of Kim Kardashian, this thesis provides valuable insights into the dynamics of personal branding, the role of social media, and the strategies for managing crisis in the modern era.