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Specific Features of Personal Brand Promotion in Fitness Market

Student: Elena Popova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

Nowadays, demand for a professional’s on labor market is no longer determined only by the set of his competencies. The key task today is to be able to identify the target audience and correctly convey to potential clients or employers information about their merits and talents. Therefore it is necessary to create a personal brand. This paper is aimed to conduct the evolution of personal branding concept, and also identified the features of foreign and national approaches to the definition of this concept. Moreover, the most well-known tools to determine the brand identity and to convey it to the target audience were considered. The stages of personal brand development and its role in the career of a specialist were studied in detail using the example of one of the most competitive industries - the fitness industry. Based on the described theoretical models for determining characteristics of an effective personal brand, an empirical study of the of the promotion and success factors of fitness professionals personal brands was conducted.

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