Relationship of Brand’s Individual Characteristics and Manager’s Personal Brand as a Factor of Marketing Mix Development in Beauty Industry

Student: Magsumova Aleksandra

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2017

This paper contains the research, which is conducted the study of degree of correlation between individual brand characteristics and individual managers’ characteristics on an example of sphere of salon beauty services. According to the results of the research, there was developed the marketing mix for one of the companies whose goal is to achieve the identity of individual characteristics between the brand and the manager, and also to broadcast the necessary values to consumers. Identity of these characteristics and demonstration of uniformity will create a strong and competitive brand, as well as create clearer understanding of the brand among consumers. The design of the research can also be used to study the degree of correlation between the brand personality and the manager's brand in other areas of activity.

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