Nowadays a brand has become an entity not only found in a certain product/service owned by its company, but can also be attached to particular individual human beings. This trend is what is known as personal brand; and the process of building and/or maintaining it is called personal branding. The present study aims at exploring how celebrities build and maintain their personal brands in Indonesian entertainment industry. The present case study involved two data collection techniques, including interview as the primary and document study as the secondary way. Two celebrities in Indonesia was chosen as key informants, i.e., Donna Agnesia and Dimas Beck. The interview guide covering open-ended questions was employed as the research instrument. The interactive analytical model developed by Miles and Huberman (1984) was utilized as data analysis technique. The results reveal that the two participants have a fairly high awareness of personal branding, as indicated by their interview answers which contain thoughts, views, and ideas that are in line with the principles of building and maintaining personal brands which have been put forward by the experts. They are concerned with the good qualities that must be possessed in oneself, as well as the longevity of celebrities’ career in the entertainment industry. The findings provide an overview and additional insight to professionals and practitioners―including celebrities, influencers, and artists in general―so that they can empirically apply the proper ways of building and maintaining their personal brands throughout their careers in the entertainment industry.