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The Personal Brand of Donald Trump and its Influence on USA National Brand Perception

Student: Elizaveta Bunina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2018

This master's thesis is devoted to the study of the application of marketing approaches in the definition of and the connection between territorial brand and a personal brand of its leader. This relationship is examined within the example of the brand of the United States and the personal brand of Donald Trump. The paper discusses approaches that define the concept of territorial branding, where Simon Anhold's approach and his index of national brands stands out of others. There is a brief description of the basic ideas of personal brand approaches, which is provided within the brief description of the theory of archetypes. Also there is a highlight of the main historical stages of American brand origin and development provided in the work. The association extent in which the President's personal brand refers to the territorial one is analyzed by a quantitative study. The results of this study determined the channel for carrying out the content analysis, which allowed revealing the main characteristics of the positioning of Trump's personal brand through the online space. Based on the results of the theoretical study, quantitative survey and content analysis, a list of recommendations on the application of Western experience in introducing marketing technologies of building a personal brand of a politician or a public business person was compiled. These recommendations will contribute to a faster achievement of the desired results, they will also help to provide more predictable indicators of brand perception, which will help to monitor the effectiveness of the applied methods of the campaign in terms of setting and achieving a campaign`s goal.

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