The topic of this thesis is personal branding on the example of singer Rihanna case study. The brand stands for trust, quality and promise to consumers. In today's competitive environment, the process of branding has become necessary to build business success. In addition to product and service brands, personal branding is gaining more and more popularity in the business environment. Personal branding emerged as a result of globalization and digitalization worldwide. The ability of a certain person to tell his story to a wider audience through his specific activity in one of the industries, thereby gaining interest and trust, constitutes a personal brand. The practical part of the thesis presents a case study of personal branding using the example of the famous artist Rihanna. Rihanna has used the power of her personal brand for philanthropic purposes; by advocating for the needy and for different social communities that contribute to the whole world. Furthermore, she directerd the strength of her personal brand into building her own line of cosmetic products. The thesis presents the most significant determinants of the success of Rihanna's personal brand, and as one of the success factors in building a personal brand and own product line, social networks have proven to be the most effective modern promotional channel.