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Conformity Assessment of a Personal Brand of a Top-Manager to a Company Brand

Student: Valeriia Apostolova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

The personal brand of the CEO, as an intangible asset, should be used by the company in management, to maintain the level of employee motivation, and should be promoted by the organization to create a unique competitive advantage. Due to the strong influence of the CEO on the company, choosing a strategy for building a personal brand manager is crucial to the success of the business. Despite the fact that many researchers adhere to a similar position, most of the researches study the stages of creating and promoting personal brands of the CEO, but almost no one tried to evaluate personal brands of managers. Companies whose leaders are known to the target audience interact with it, know how to properly convey the company's brand values, and are more credible than competitors. The perceived conformity of the personal brand of the manager to the company's brand is of great importance in the plane of interaction with the target audience. The personal brand of the manager must correspond to the brand of the company in order not to contradict the authenticity of both brands and correctly translate the identity of the company. This paper proposes an approach to assessing the compliance of a personal brand with the head of a company’s brand, on the basis of which it is possible to assess the perceived degree of compliance in the context of seven planes: standards, leadership style, leadership style, personality, values, character, teamwork. The results of this study can be used by companies to assess the compliance of a personal brand manager with a company brand and to further develop recommendations for improving the communication strategy of a personal brand manager.

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