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The article reveals the issue of the concept of personal branding in the context of information culture, social nets and social media. The relevance of the article is reasoned by the growing interest towardspersonal branding and people’s tendency to turn to commodity their personality, knowledge and experience in digital world. The general definitions of the process of commodification and personal branding aregiven. The due consideration is given to the manifestation of personal branding on the platform of Instagram. The author emphasizes the role of personal branding under the modern market conditions,created with the help of smart and digital technologies in the context of globalized world.