communicologyКоммуникологияCommunicology2311-30652311-3332МАК10.21453/2311-3065-2026-14-1-124-136communicology-637Research ArticleСОЦИОЛОГИЯ УПРАВЛЕНИЯSOCIOLOGY OF MANAGEMENTСовременные методы аудита персонального бренда в цифровой средеModern methods of personal brand audit in a digital environmenthttps://orcid.org/0000-0002-6536-9277ГавраД. П.GavraD. P.

Гавра Дмитрий Петрович, д. соц. н., проф., зав. кафедрой связей с общественностью в бизнесе  

199004, г. Санкт-Петербург, 1-ая линия Васильевского острова, 26

Gavra Dmitry Petrovich, Doctor of social sciences, professor, head of the department of public relations in business

199004, Russia, Saint Petersburg, 1st line of Vasilievsky Island, 26

dgavra@mail.ruЦыпкинА. Е.TsypkinA. E.

Цыпкин Александр Евгеньевич, аспирант 

199004, г. Санкт-Петербург, 1-ая линия Васильевского острова, 26

Alexander E. Tsypkin, PhD student 

199004, Russia, Saint Petersburg, 1st line of Vasilievsky Island, 26

a.e.tsypkin@gmail.comСанкт-Петербургский государственный университетРоссияSt. Petersburg state universityRussian Federation202624032026141124136Copyright © Гавра Д.П., Цыпкин А.Е., 20262026Гавра Д.П., Цыпкин А.Е.Gavra D.P., Tsypkin A.E.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.communicology.ru/jour/article/view/637

В статье рассматриваются современные научные и практические подходы к аудиту личного бренда в цифровом контексте. На основе анализа литературы по маркетинговым коммуникациям, управлению брендом и репутацией и исследованиям в области цифровых медиа в статье предлагается концептуальная основа для понимания аудита личного бренда как систематического диагностического процесса. Предлагается авторское понимание аудита личного бренда, определен набор структурных компонентов персональных брендов, подлежащих аудиту, дана характеристика современным методологиям измерения. Авторы предлагают подходы к аудиту следующих составляющих личного бренда: транслируемой архитектуры личной идентичности, консистентности /согласованности бренда, топографии цифрового следа носителя бренда, архитектуры взаимодействия с аудиторией восприятия со стороны стейкхолдеров и представления в поисковых системах.

The article discusses modern scientific and practical approaches to personal brand audit in a digital context. Based on an analysis of the literature on marketing communications, brand and reputation management, and digital media research, the article offers a conceptual framework for understanding personal brand auditing as a systematic diagnostic process. The author’s understanding of personal brand audit is proposed, a set of structural components of personal brands subject to audit is defined, and modern measurement methodologies are characterized. The authors propose approaches to auditing the following components of a personal brand: the communicated architecture of personal identity, brand consistency, the topography of the digital footprint of the brand carrier, the architecture of interaction with the audience, perception by stakeholders, and representation in search engines.

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The authors declare that there are no conflicts of interest present.