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Evaluation of the Impact a Personal Brand CEO on the Company Activities

Student: Egor Kileev

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2020

Studies show that the CEO has an impact on the work of the company and the company should use the personalized CEO brand as an intangible asset. Of great importance in the success of the business is the strategy of building and promoting the personal brand of the CEO, as this affects the work of the enterprise. Today, there is a lot of research in the field of building a personal brand, as well as promotion, both for ordinary people and for leaders. However, almost none of the researchers assessed the impact of the personalized CEO brand on the work of the company. To date, there is only one study in which an attempt was made to evaluate the leader’s personal brand - “Scale for measuring the leader’s personal brand” by Chen and Chang, [2018]. It is worth noting that this study only assesses the brand of the leader, but it does not allow to assess what impact the personal brand has on the work of the company. The main objective of the study is to evaluate the personal brand of the CEO and to identify what impact this brand has on the work of the enterprise.  Research Objectives: 1. To study theoretical approaches and main areas of research 2. Explore approaches to personal brand assessment 3. Select and refine the conceptual research model 4. Conduct research and analyze the data collected 5. Based on the results of the study, assess the degree of influence of the personal brand of the leader on the company’s work and develop recommendations. The object of this study is the personal brand of CEO, respectively - the personal brand of Evgene Kaspersky. The subject is an assessment of the impact of the personal brand of CEO on the work of the company, that is, an assessment of the impact of the personal brand of Evgeny Kaspersky on the work of the company Kaspersky Lab JSC. Theoretical and practical significance. Since the impact of the CEO’s personal brand was not previously evaluated, the results of this study and the improved model can be useful and used in various companies to improve the CEO’s personal brand. The uniqueness of this study also lies in the fact that earlier such an assessment of the impact was not carried out on the Russian market and the proposed models were not used. Algorithms are proposed and developed that can be applied to other objects for research. The structure of the work. The first chapter is devoted to the study of the theoretical base and conceptual framework of personal branding, as well as the work in which the personal branding of CEO was studied. The same chapter outlines the approaches by which it is possible to evaluate personal branding. The research model is developed. The second chapter is devoted to the description of the object of study, as well as the refinement of the tools for conducting a survey and assessing the impact of a personal brand. The third, final chapter, contains the results of the study, analysis of the results of the data and recommendations are developed. As the results of the study showed on the example of the personal brand of Evgene Kaspersky, different characteristics can have different effects on the work of the company. During the analysis, it was possible to identify weaknesses in the personal brand of Eugene Kaspersky and develop recommendations for correcting them.

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