title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ¾Ð²Ð¼ÐµÑÑÐ½Ð¾Ð³Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¸ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÐ¾Ð¼Ð°ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸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° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a strategy for joint use of personal and corporate brand on the dental services market
Creators: name: Ð¢Ð°Ð»Ð¸ÑÐ¼Ð°Ð½, ÐÐ¸ÑÐ°Ð¸Ð»
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: 2025
Subjects: Ð³Ð¸Ð±ÑÐ¸Ð´Ð½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð»Ð¸ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½ÑÐ¹ Ð±ÑÐµÐ½Ð´
ÑÑÐ¾Ð¼Ð°ÑÐ¾Ð»Ð¾Ð³Ð¸Ñ
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð¼
hybrid brand
personal brand
corporate brand
dentistry
brand management strategy

description: Ð¦ÐµÐ»ÑÑ ÑÑÐ¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð²Ð¼ÐµÑÑÐ½Ð¾Ð¼Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¸ ÐºÐ¾ÑÐ¿Ð¾ÑÐ°ÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð¾Ð², Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð½ÑÑ Ð½Ð° Ð°Ð½Ð°Ð»Ð¸Ð·Ðµ Ð¿ÑÐ°ÐºÑÐ¸ÐºÐ¸ ÑÐ°ÑÑÐ½ÑÑ ÑÑÐ¾Ð¼Ð°ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ñ ÐºÐ»Ð¸Ð½Ð¸Ðº Ð¸ ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½ÑÐ°Ð»ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð²ÐµÑÐºÐµ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ FiveStarDent Ð° ÑÐ°ÐºÐ¶Ðµ Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ¸Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ñ. ÐÐ°Ð´Ð°ÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: - ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ ÑÐ¾Ð»Ð¸ Ð±ÑÐµÐ½Ð´Ð° Ð² ÐºÐ°ÑÑÐµ Ð¿ÑÑÐ¸ Ð¿Ð°ÑÐ¸ÐµÐ½ÑÐ°. - ÐÐ¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«Ð³Ð¸Ð±ÑÐ¸Ð´Ð½ÑÐ¹ Ð±ÑÐµÐ½Ð´Â» - ÐÑÐµÐ½ÐºÐ° Ð²Ð»Ð¸ÑÐ½Ð¸Ñ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐ°Ð½ÑÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ ÑÑÐ½ÐºÐ° Ð½Ð° Ð°Ð»Ð³Ð¾ÑÐ¸ÑÐ¼ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ñ Ð¿Ð°ÑÐ¸ÐµÐ½ÑÐ¾Ð¼. - ÐÐ¿Ð¸ÑÐ°Ð½Ð¸Ðµ Ð²Ð¸Ð´Ð¾Ð² ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð³Ð¸Ð±ÑÐ¸Ð´Ð½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð½Ð° ÑÐ°ÑÑÐ½Ð¾Ð¼ ÑÑÐ½ÐºÐµ ÑÑÐ¾Ð¼Ð°ÑÐ¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³Ð° Ð¸ ÐÐ¾ÑÐºÐ²Ñ. - ÐÐ½Ð°Ð»Ð¸Ð· ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ð¾Ð¹ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð±ÑÐµÐ½Ð´Ð° FiveStarDent Ñ 2021 Ð¿Ð¾ 2024 Ð³Ð¾Ð´ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð½Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾ 2028 Ð³Ð¾Ð´. - Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ¸Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð´Ð»Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ð¾Ð¹ Ð±ÑÐµÐ½Ð´Ð¾Ð². ÐÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¾Ð±ÑÑÐ»Ð¾Ð²Ð»ÐµÐ½Ð° ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐ°Ð½ÑÑÐ¾ÑÐ¼Ð°ÑÐ¸ÐµÐ¹ ÑÑÐ½ÐºÐ° ÑÐ°ÑÑÐ½ÑÑ ÑÑÐ¾Ð¼Ð°ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³, Ð² ÑÐ°Ð¼ÐºÐ°Ñ ÐºÐ¾ÑÐ¾ÑÐ¾Ð¹ Ð¸Ð·Ð¼ÐµÐ½Ð¸Ð»Ð¸ÑÑ Ð¿ÑÐ¾ÑÐµÑÑÑ Ð¿ÑÐ¸Ð½ÑÑÐ¸Ñ ÑÐµÑÐµÐ½Ð¸Ñ Ð¿Ð°ÑÐ¸ÐµÐ½ÑÐ¾Ð¼ ÐºÐ°Ðº Ð¾ Ð½Ð°ÑÐ°Ð»Ðµ Ð»ÐµÑÐµÐ½Ð¸Ñ Ð¸ Ð¾ Ð¿ÑÐ¾ÑÐ¾Ð¶Ð´ÐµÐ½Ð¸Ð¸ Ð»ÐµÑÐµÐ½Ð¸Ñ Ð² ÑÐ¾Ð¹ Ð¸Ð»Ð¸ Ð¸Ð½Ð¾Ð¹ ÑÑÐ¾Ð¼Ð°ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¹ ÐºÐ»Ð¸Ð½Ð¸ÐºÐµ. ÐÑÑÐ¾ÑÐ½Ð¸ÐºÐ°Ð¼Ð¸ Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð²ÑÑÑÑÐ¿Ð¸Ð»Ð¸ Ð´Ð°Ð½Ð½ÑÐµ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð¾ÑÑÐµÑÐ½Ð¾ÑÑÐ¸ ÑÐ°ÑÑÐ½Ð¾Ð¹ ÑÑÐ¾Ð¼Ð°ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¹ ÐºÐ»Ð¸Ð½Ð¸ÐºÐ¸ FiveStarDent. Ð¡ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Â«Ð³Ð¸Ð±ÑÐ¸Ð´Ð½ÑÐ¹ Ð±ÑÐµÐ½Ð´Â», ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑÐ¸ÑÑÐµÐ¼Ð¾Ð¹ Ð±ÑÐµÐ½Ð´Ð° Ð´Ð»Ñ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ FiveStarDent, Ð¼ÐµÑÐ¾Ð´Ð¸ÑÐµÑÐºÐ¸Ðµ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½Ð¸Ñ Ð¿Ð¾Ð´Ð¾Ð±Ð½Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸.
description: The topic of the final qualification work: Â«Development of a strategy for the joint use of a personal and corporate brand in the dental services marketÂ». The purpose of this study is to develop a strategy for the joint use of personal and corporate brands, based on an analysis of the practice of private dental clinics and an experimental test using the example of FiveStarDent, as well as creation of methodological recommendations for making a similar strategy. Research objectives: - Defining the role of the brand in the patient journey map. - Defining Â«hybrid brandÂ» - Assessing the impact of digital market transformation on the patients decision-making algorithm. - Description of the types of strategies for promoting a hybrid brand in the private dental market of St. Petersburg and Moscow. - Analysis of the FiveStarDent brand system management strategy from 2021 to 2024 and development of a new strategy for 2028. - Development of methodological recommendations for the formation of a brand system management strategy. The relevance of the study is due to the digital transformation of the private dental services market, within which the patients decision-making processes have changed both regarding starting treatment and about undergoing treatment in a particular dental clinic. The sources of information were the internal reporting data of the private dental clinic FiveStarDent. A definition for Â«hybrid brandÂ» has been created, a brand system management strategy for the FiveStarDent enterprise, and methodological recommendations for building such a strategy have been formed.