title: ÐÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ ÐºÐ¾ÑÑ-ÑÑÐ»ÑÐ³
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Promotion of a personal brand in the coaching services market
Creators: name: ÐÐ°ÑÐ°ÐµÐ²Ð°, ÐÐºÑÐ°Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð»Ð¸ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÐºÐ¾ÑÑÐ¸Ð½Ð³
Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ðµ Ð¸Ð½ÑÐµÑÐ²ÑÑ
ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ðµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ðµ
personal brand
promotion
coaching
in-depth interview
special event

description: ÐÐ°Ð½Ð½Ð°Ñ Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÑÐ°. Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾ÐµÐºÑÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ ÐºÐ¾ÑÑ-ÑÑÐ»ÑÐ³. ÐÐµÑÐ¾Ð´Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¹ Ð±Ð°Ð·Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÐ»ÑÐ¶Ð¸Ð» ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½Ð¾-ÑÐ¾Ð¿Ð¾ÑÑÐ°Ð²Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð° Ð² ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ðµ Ð¸Ð½ÑÐµÑÐ²ÑÑ, ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð½ÑÐµ Ð² ÑÐ°Ð±Ð»Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ¼Ðµ. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°, Ð° Ð¸Ð¼ÐµÐ½Ð½Ð¾: Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ñ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ð¹ ÑÐµÑÐ¼Ð¸Ð½Ð¾Ð² Â«Ð±ÑÐµÐ½Ð´Â» Ð¸ Â«Ð»Ð¸ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´Â», Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÑÐ½ÐºÐ° ÐºÐ¾ÑÑ-ÑÑÐ»ÑÐ³. ÐÑÑÐ²Ð»ÐµÐ½Ð¸Ñ Ð½Ð°Ð¸Ð±Ð¾Ð»ÐµÐµ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐ¸ÑÐµÐ»ÑÐ½ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²Ð¾Ð²Ð°Ð»Ð¾ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÐ¼Ð¸ ÐºÐ¾ÑÑ-ÑÑÐ»ÑÐ³. ÐÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ ÑÐ°ÑÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð²ÑÐµÑÑÐ¾ÑÐ¾Ð½Ð½ÐµÐ¼Ñ Ð°Ð½Ð°Ð»Ð¸Ð·Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ ÐºÐ¾ÑÑÐ° Ð¸ ÐµÐ³Ð¾ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð². ÐÑÑÐ¾Ð´Ñ Ð¸Ð· Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, ÐºÐ¾Ð½ÑÐµÐ½Ñ-Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¸ Ñ ÑÑÐµÑÐ¾Ð¼ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÑÐ° Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÐµÐºÑ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐºÐ¾ÑÑÐ°, Ð²ÐºÐ»ÑÑÐ°ÑÑÐ¸Ð¹ Ð² ÑÐµÐ±Ñ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ðµ, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð½Ð° ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¾Ð±ÑÐ°Ð·Ð° ÑÐºÑÐ¿ÐµÑÑÐ° Ð² ÑÐ¾Ð·Ð½Ð°Ð½Ð¸Ð¸ Ð¿Ð¾ÑÐµÐ½ÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÐµÐ¹. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑ Ð±ÑÐ» Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¸ ÑÑÐ²ÐµÑÐ¶Ð´ÐµÐ½ ÐºÐ¾ÑÑÐµÐ¼ Ð´Ð»Ñ ÐµÐ³Ð¾ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð² ÐºÐ¾Ð½ÑÐµ Ð»ÐµÑÐ° 2023 Ð³Ð¾Ð´Ð°.
description: This final qualifying work is dedicated to the promotion of the coachs personal brand. The purpose of the work is to develop a plan for the promotion of a personal brand in the coaching services market. The methodological basis of the study was comparative analysis, and in-depth interview, competitive analysis, SWOT analysis, presented in tabular form, were used as marketing research methods. The work explores the theoretical foundations of personal brand promotion, namely: analysis of existing definitions of the terms Â«brandÂ» and Â«personal brandÂ», definition of personal brand promotion tools, analysis of the specifics of the coaching services market. The identification of the most preferred communication tools was facilitated by conducting in-depth interviews with consumers of coaching services. The practical part of the work is devoted to a comprehensive analysis of the activities and communications of the coach and his competitors. Based on the results of competitive analysis, content analysis and taking into account the specifics of the promotion of the coachs personal brand, a project was developed to promote the coachs personal brand, including a special event aimed at forming the image of an expert in the minds of potential consumers. The developed project was presented and approved by the coach for its implementation at the end of summer 2023.