This study explores the role of digital public relations in shaping and maintaining the brand identity of Taylor Swift among Indonesian fans. By applying Kotler's 5A Framework—Aware, Appeal, Ask, Act, and Advocate—the research analyzes how Swift's digital strategies contribute to long-term audience engagement and emotional loyalty. Using a qualitative descriptive approach, the study gathered data through interviews with Indonesian fans and branding experts, supported by online observations and secondary sources. The findings highlight that Taylor Swift’s success in preserving her brand identity lies not only in her strategic use of digital platforms but also in the authenticity, consistency, and emotional resonance embedded in her communication. Indonesian fans perceive her as a relatable and inspiring figure, demonstrating that public figures can foster parasocial relationships and brand advocacy through intentional digital public relations. This research provides insights into how global celebrities maintain cultural relevance and personal branding in a diverse market like Indonesia.

Keywords: Taylor Swift, Digital Public Relations, Brand Identity, 5A Framework, Indonesian Fans, Swifties