Personal Brand Promotion Model

Abstract

The purpose of the article is to build a model of the formation of one's own brand, which is based on a wide range of principles of system analysis, and allows to predict the effectiveness of the decisions made. The article proves that for the effective formation and promotion of a personal brand, one should understand the purpose and functions of its formation, take into account all the conditions that can affect it, and master the tools and methods of brand management. The work proposes the formation of an algorithm for creating one's own brand under the influence of all possible factors and conditions. It is noted that the conditions for the formation of a personal brand are formed based on five levels of perception of the personality by the surrounding people: emotional, personal, behavioral, level of uniqueness and personal identification. It has been studied that the main goal of forming a personal brand can be called the creation and strengthening of an image, as well as increasing recognition to raise popularity among the audience. In order to achieve all the goals and tasks set, the tools of forming a personal brand are grouped in the work. In addition, the article discusses special paid and free services, as well as auxiliary tools for successful brand promotion in social networks. It was determined that the success of forming a personal brand depends on the effectiveness of the chosen methods of brand management and the developed algorithm for forming a personal brand. In general, it is proposed to distinguish three stages in the brand formation algorithm: choosing a niche and target audience, analyzing competitors and creating a brand promotion strategy. The article states that the task of evaluating or forecasting brand efficiency can be accomplished using four approaches, the most qualitative of which is the use of econometric modeling. A linear regression model was chosen for adequate processing of the entire set of indicators involved at this stage of the research, and the R-Studio software was used for its construction, which is a universal means of automating many marketing tasks. At the last stage of the work, target indicators were predicted depending on influencing factors. The performed econometric analysis proved the feasibility of using the developed model for more effective management of a personal Instagram page. The developed model made it possible to predict the most successful day and time of publication of the corresponding type of content.

Keywords

• brand
• personal brand
• brand management
• modeling
• forecasting
• promotion