Personal Brand of a Head of an Organization as a Reputational Asset

The Final qualification work is devoted to the topic of the impact of the personal brand of the head or founder of the company on the reputation of the company. The problem of this study is the lack of a single view on the impact of the representation of the personal identity of the leader in social networks on the reputation of the company. Not only on the perception of the personality of the leader and their personal brand, but also on the reputation of the company that they leads. In turn, the aim of the work is to study the perception of the reputation of the company as an information directly about the head or founder of the company in social networks by stakeholders. Based on the results, we formulated recommendations on how to promote the personal brand of the head or founder of the company. We examined the impact of an emotional connection with the head or founder of the company created by representing personal identity in social networks on the reputation of the company. We also checked the impact of the negative tone of content in social networks of the head or founder of the company at the time of representing personal identity on the reputation of the company. The structure of the work is completely determined by its aims and objectives. The work consists of an introduction, three chapters («The impact of the personal brand of the head or founder on the reputation of the company», «Research methodology» and «Empirical data analysis»), including theoretical and empirical results, conclusion, bibliography and appendixes.