title: Ð¤Ð¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð² ÑÑÐµÑÐµ 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: Formation and promotion of a personal brand in the service sector
Creators: name: ÐÑÑÐµÑÐºÐ°Ñ, ÐÐ¸ÐºÑÐ¾ÑÐ¸Ñ
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: ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð»Ð¸ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
ÑÑÐµÑÐ° ÑÑÐ»ÑÐ³
Ð¿ÑÐ¸Ñ Ð¾Ð»Ð¾Ð³Ð¸Ð¸
ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ðµ Ð²Ð¸Ð´ÐµÐ¾-ÐºÐ¾Ð½ÑÐµÐ½ÑÐ°
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
ÑÐ¿Ð¾ÑÐ¾Ð± Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ðµ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸
Ð¿Ð¾ÑÐµÐ½ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÐºÐ»Ð¸ÐµÐ½ÑÑ
ÑÐµÐ»ÐµÐ²Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
formation
promotion
personal brand
service sector
psychology
video content creation
social networks
promotion method
loyalty enhancement
potential customers
target audience

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð²Ð¾Ð¿ÑÐ¾Ñ Ð¾ Ð²Ð°Ð¶Ð½Ð¾ÑÑÐ¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐµÑÑÑ Ð´Ð»Ñ Ð¿ÑÐ¸ÑÐ¾Ð»Ð¾Ð³Ð° Ð¸ Ð°ÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÐ¸ Ð±ÑÐµÐ½Ð´-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÑÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ PR-ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ, ÑÐ°Ð±Ð¾ÑÐ° Ñ Ð»Ð¸ÑÐ½ÑÐ¼ Ð±ÑÐµÐ½Ð´Ð¾Ð¼, Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ°Ð½Ð°Ð»Ð¾Ð² Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸ÐµÐ¹, Ð° ÑÐ°ÐºÐ¶Ðµ Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¿ÑÐ¸ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸, ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ Ð¿ÑÐ¸ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³ ÑÑÐµÐ´Ð¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¸ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð²Ð¸Ð´ÐµÐ¾-ÐºÐ¾Ð½ÑÐµÐ½ÑÐ° Ð½Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð² ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½ÑÑ ÑÐµÐ°Ð»Ð¸ÑÑ. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾ÐµÐºÑ Ð¿ÑÐ¸ÑÐ¾Ð»Ð¾Ð³Ð° ÐÐ¸ÐºÑÐ¾ÑÐ¸Ð¸ ÐÑÑÐµÑÐºÐ¾Ð¹, Ð³Ð´Ðµ ÑÐµÑÐµÐ· ÑÐ¾ÑÐµÑÐ°Ð½Ð¸Ðµ Ð·Ð½Ð°Ð½Ð¸Ð¹ Ð² ÑÑÐµÑÐµ Ð¿ÑÐ¸ÑÐ¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¼Ð°ÑÑ Ð¸ Ð¿ÑÐ¸ÐºÐ»Ð°Ð´Ð½ÑÑ Ð·Ð½Ð°Ð½Ð¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð¼Ð¾Ð¶Ð½Ð¾ ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐ¸Ð»ÑÐ½Ð¾Ðµ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð½Ð° ÑÑÐ½ÐºÐµ Ð² ÑÑÐµÑÐµ ÑÑÐ»ÑÐ³. Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ» ÑÐ´ÐµÐ»Ð°Ð½ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐ¾Ð·Ð´Ð°Ð½Ð½ÑÑ Ð·Ð° Ð¿Ð¾ÑÐ»ÐµÐ´Ð½Ð¸Ð¹ ÑÑÐµÐ±Ð½ÑÐ¹ Ð³Ð¾Ð´ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¿ÑÐ¾ÐµÐºÑÐ° Ð² ÑÐµÐ»Ð¾Ð¼. ÐÐ¾Ð¼Ð¸Ð¼Ð¾ ÑÑÐ¾Ð³Ð¾ Ð±ÑÐ»Ð° Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð° Ð¸ Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¸ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð° Ð²ÑÑ Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð°Ñ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÐºÐ°. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¿Ð°ÑÐ°Ð¼ÐµÑÑÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ.
description: This paper examines the importance of forming a clear positioning in social networks for a psychologist and the relevance of brand marketing. The paper examines the tools of PR support, working with a personal brand, analyzing channels of interaction with the audience, as well as conducting psychological activities and forming a unique personal brand in the market of psychological services among competitors and the influence of video content on the promotion of a personal brand in modern realities. As an object of research, the project of psychologist Victoria Piasetskaya is considered, where through a combination of knowledge in the field of mass psychology and applied marketing knowledge, it is possible to form a strong positioning in the market in the service sector. In the practical part, an analysis was made of the communication tools created over the last academic year and the communication strategies of the project as a whole. In addition, their effectiveness was justified and all the necessary statistics were presented. As a result, the parameters of the effectiveness of the marketing work carried out were considered.