Osobní branding fotografa

The thesis focuses on the personal brand of the photographer. The aim of the thesis is to create a business plan with emphasis on the creation of a personal brand and its management proposal for a specific photographer entering the market of portrait, couple and family photography. The theoretical background provides a starting point for building a business plan based on the lean canvas model and also for managing the personal brand in terms of its value proposition and designing its identity according to Kapferer's prism. Aspects of the personal brand are addressed in the personal branding canvas. The next section analyzes methods for how a personal brand can differentiate itself and become more visible through visual identity and the use of online tools. Through the use of qualitative research in the form of in-depth interviews, the next section provides a look at personal branding and promotion of experienced photographers and their experiences. A quantitative survey of potential customers identifies their preferences and expectations when choosing a photographer. The information gathered and insights gained become the basis for designing a business plan, personal brand and its identity, as well as brand building through online promotion tools.