The Role and Meaning of Personal PR in Branding: The Example of Russian Financial Services Market

Student: Zagurskaya Nadezhda

Faculty: School of Integrated Communications

Educational Programme: Specialist

Year of Graduation: 2014

<div>After global markets were filled with quality goods of the same type , to the fore the so-called non-obvious factors or intangible assets manufacturers and sellers of goods . These assets include brand - more emotional value of the goods, allowing manufacturers to produce their products detuning on the market , as well as the company's reputation and image .</div><div> </div><div>This paper explores the impact of the personal image of the head or representative of the company that offers financial services in the Russian market for the brand . It allows you to identify the most relevant market for the test methods and PR- activity, allowing to build the image of a competent public entity in the process of branding.</div>

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