title: Ð¡Ð¾Ð·Ð´Ð°Ð½Ð¸Ðµ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«ÐÐ­Ð Â«Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Â»)
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: Creation and promotion of the personal brand of the head of a state company (on the example of JSC Â«SEZ Â«Saint PetersburgÂ»)
Creators: name: ÐÐ»Ð¾ÑÐ°Ð½ÑÐºÐ¸Ð¹, ÐÐ°ÐºÑÐ¸Ð¼
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ÐµÐ½Ð´Ð¸Ð½Ð³
Ð¸Ð¼Ð¸Ð´Ð¶
ÑÐµÐ¿ÑÑÐ°ÑÐ¸Ñ
Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð°Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ
b2g
personal brand
branding
image
reputation
state company

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ðµ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÐÐ­Ð Â«Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Â». Ð ÐµÑÐ°ÐµÐ¼ÑÐµ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð·Ð°Ð´Ð°ÑÐ¸: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð¸ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°. 2. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¼ÐµÑÐ°Ð½Ð¸Ð·Ð¼Ð¾Ð² Ð¸ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿Ð¾ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð¸ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ ÐºÐ»ÑÑÐµÐ²ÑÑ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°. 3. ÐÐ½Ð°Ð»Ð¸Ð· Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¼Ð¾Ð¶ÐµÑ ÑÐµÑÐ¸ÑÑ ÑÐµÑÐµÐ· ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ. 5. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 6. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÑÑÑÑ Ð¼ÐµÑÐ¾Ð´Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¸Ð»ÑÐ½Ð¾Ð³Ð¾ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð² B2G ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸ÑÑ. ÐÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð¶ÐµÐ½Ð¸Ñ Ð¿Ð¾ÑÑÐ°Ð²Ð»ÐµÐ½Ð½Ð¾Ð¹ ÑÐµÐ»Ð¸ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ PEST-Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ ÐºÑÐ¸ÑÐ¸ÑÐµÑÐºÐ°Ñ Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐµÑÑÐ²ÑÑÑÐµÐ³Ð¾ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ.Â  Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ ÐºÑÐ¸ÑÐµÑÐ¸Ð¸ ÑÑÐ¿ÐµÑÐ½Ð¾ÑÑÐ¸ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð² B2G-ÑÑÐµÐ´Ðµ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÐµÐ³Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ. ÐÐ°Ð½Ð½Ð°Ñ Ð¾Ð±Ð»Ð°ÑÑÑ Ð²ÑÐµ ÐµÑÐµ ÑÑÐµÐ±ÑÐµÑ Ð´ÐµÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ, ÑÐ°Ðº ÐºÐ°Ðº ÑÐ¾Ð»Ñ ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ ÐµÐ³Ð¾ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ð¸ Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹ Ñ Ð¾ÑÐ³Ð°Ð½Ð°Ð¼Ð¸ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²ÐµÐ½Ð½Ð¾Ð¹ Ð²Ð»Ð°ÑÑÐ¸ Ð¸Ð·ÑÑÐµÐ½Ñ ÑÐ»Ð°Ð±Ð¾.
description: The purpose of the study is to determine the main directions and tools for the development of the personal brand of the head of a state-owned company. The tasks solved during the study: 1. The study of the concept of a personal brand and the main strategies for creating a personal brand. 2. Study of mechanisms and features for the formation of a personal brand and identification of key tools for promoting a personal brand. 3. Analysis of the companys problems that can be solved through the development of the personal brand of the head. 5. Analysis of the specifics of the formation of the personal brand of the head of a state company. 6. Development of recommendations for the formation and development of the personal brand of the head of a state company. The subject of the research is the methods of forming a strong personal brand in B2G communications. To achieve this goal, a PEST analysis, and a critical assessment of the existing personal brand of the manager were carried out. As a result of this work, the criteria for the success of a personal brand in the B2G environment were determined and recommendations for its development were developed. This area still requires detailed study since the role of the head of a state-owned company and his personal brand in the formation of relations with public authorities has been poorly studied.