Comparative analysis of personality classification methods for application in project development and brand management

The article describes the methods of personality classification by renowned psychologists. The possibility of combining profiling techniques is revealed in order to produce a consolidated target audience profiling technique. Сonsideration was given to the possibility of applying the given experience in project development and brand management. The following concepts are considered: psychological type, archetype, branding. The possibilities of using the accumulated knowledge in branding are considered.