The rapid development of retail and e-commerce is forcing marketing and logistics to be competitive and adapt to the demands of end-customers. At the same time, accurately determining the demand for goods allows to better understand customers and plan deliveries. The purpose of this article is to study the change in patterns of probability of choosing the option to purchase goods among end-consumers with and without the presence of e-commerce. The study consisted of research buyers, determining the probability of purchasing goods from “consumer basket” in the traditional way and over the Internet, which is considered for the example of one of the Kharkiv districts. The results develop e-commerce potential in Ukraine and are intended to determine the motives of consumers when choosing a shopping option.

In the current market conditions, there is intense competition among companies operating in the same industry. One of the newest and most effective ways to promote companies in the market is to develop a personal brand of the leader. The personal brand of the head of the company leaves an imprint on the company. The personal brand of the head is correlated with the name of the company; there are many examples of this: Steve Jobs, Bill Gates, Elon Musk, Oleg Tinkov, Andrey Kurpatov and many others. A well-created personal brand is considered an excellent tool in promoting a product, attracting a target audience and resources for the company, and also for increasing the company’s competitiveness. A personal brand allows one to demonstrate not only individual advantages of the person as a company leader, but also the strengths of the company. With the help of a personal brand, the company can be distinguished from competitors; besides, the brand can help to increase the cost of goods and services, as well as the company as a whole. Personal brand is one of the most influential aspects on the «life» of a company in the modern world; sometimes it allows solving company problems and plays a decisive role in the development of a company. Currently, the topic of “personal brand” remains largely unexplored. Many researchers have attempted to create a methodology for forming a personal brand, for example, there are many different strategies for forming it. In connection with the above, it is relevant to systematize information on this topic. The article analyzes the definitions “brand” and “personal brand”, studies the influence of the personal brand of the head on the company’s activities. The concepts of building and approaches to the development of a personal brand, as well as strategies for its promotion are considered.