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Personal Marketing Based on the Theory of Archetypes on the Example of the Brand Brunello Cucinelli

Student: Victoria Generalova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

The main goal of the purposed study is examination of the essential aspects of personal marketing based on the theory of archetypes within the fashion industry on the example of personal brand of Brunelli Cucinelli, who is the CEO of eponymous fashion brand Brunello Cucinelli. The study presents the analysis of theoretical aspects of personal marketing and the process of personal branding. It also points out main tendencies of fashion industry, and the specifics of personal branding on the fashion market. Moreover, the study presents the examination of existing archetypes, based on works of Carol Pearson and the analysis of main competitors of Brunello Cucinelli fashion brand considering applicable archetypical concepts. The examination of Brunello Cucinello fashion brand and personal brand of the companys' CEO was made with qualitative data, that was received by conducting personal interviews with employees, direct partners and brand consumers, as well as on the basis of the data collected by participant observation method. Thus, on the basis of collected data the correlation between the process of personal branding and general branding in the company was revealed. Also, recommendations for optimization of personal branding process were purposed in order to develop the fashion brand Brunello Cucinelli.

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