title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ñ ÑÐ´Ð¾Ð¶Ð½Ð¸ÐºÐ°
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: Development of the concept and promotion strategy of the artist's personal brand
Creators: name: Ð¡Ð¾ÐºÐ¾Ð»Ð¾Ð²Ð°, ÐÐ½Ð°ÑÑÐ°Ñ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: 2021
Subjects: Ð»Ð¸ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð±ÑÐµÐ½Ð´-ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
personal brand
brand strategy
branding strategy
promotion strategy
promotion
marketing analysis

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description: The theme of the final qualifying work: "Development of the concept and promotion strategy of the artist's personal brand." This work is devoted to identifying and developing the most optimal strategic solutions for the formation of a personal brand and its successful promotion on the market of works of art, goods and services of artists. In the course of execution, the following tasks were solved: - analysis of the current position of a personal brand in the market for works of art, services and goods of artists: study of the influence of factors of the microenvironment and macroenvironment on the brand; - study of the competitors of the personal brand operating in the market under consideration; - conducting a marketing research of consumer behavior in the market under consideration; - development of a brand strategy for a personal brand; - development of a strategy for promoting a personal brand. The work was carried out in order to develop a concept and strategy for promoting the artist's personal brand for the subsequent introduction of a business project to the market. As part of the work, a general description of the business project was presented, current market conditions were considered using PEST analysis, analysis of Porter's five competitive forces and SWOT analysis. A comparative analysis of competitors and a study of consumer behavior in the market for works of art, goods and services of artists were carried out using empathy maps and verification in-depth interviews. As a result of the work, marketing solutions were developed as part of the brand strategy and promotion strategy. The branding strategy includes the development of positioning, identity elements, a basic assortment and a basic list of services. The promotion strategy includes the choice of channels and promotion tools, recommendations for their implementation and use, budget calculation and recommendations for assessing the effectiveness of the proposed solutions.