Modern methods of personal brand audit in a digital environment
https://doi.org/10.21453/2311-3065-2026-14-1-124-136
Abstract
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.
About the Authors
D. P. Gavra
St. Petersburg state university
Russian Federation
Russian Federation
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
A. E. Tsypkin
St. Petersburg state university
Russian Federation
Russian Federation
Alexander E. Tsypkin, PhD student
199004, Russia, Saint Petersburg, 1st line of Vasilievsky Island, 26
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Review
For citations:
Gavra D.P., Tsypkin A.E. Modern methods of personal brand audit in a digital environment. Communicology. 2026;14(1):124-136. (In Russ.) https://doi.org/10.21453/2311-3065-2026-14-1-124-136
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