In the past, beauty industry is classified as traditional industry but it nowadays emphasizes on professional medical cosmetic. Celebrity is the key for the success of medical cosmetic beauty industry because they can drive the output value of enterprises and access to consumer acceptance. This is the critical factor of profit in beauty industry. The Brand Identity Implementation System (Aaker, 1996) is the framework to study the development process of the personal brand. Though documentation analysis and case study, the study inducted the process and mode of successful personal brand, discussed the importance of personal brand to the beauty industry and studied how to successfully build personal brand. The study used multiple sources to collect and analyze data to study the chosen case during its life cycle. The study results that the founders¡¦ background of personal brand would be the variance to establish consumer trust, develop brand identity and declare brand value. Second, the good use of media or advertisement will be the good linkage of founder¡¦s specialty or intention and product effectiveness. In addition, personal brand should be aware of the amount of disposable income and the change of consumption pattern to develop various marketing strategies.

Tourism industry is one of the most prominent industries at the moment. Globalization has been playing a big role by mainly diminishing traveling barriers between countries. This trend had brought also an increase in competition between countries to identify themselves and to define how they want to be perceived by the tourists. In this case, developing a clear destination brand identity is crucial for success. Brand identity and brand image are two concepts that are related to each other but their meanings are different. There are several studies from the demand side concerning with destination brand image. Conversely, there is a lack of studies conducted in destination brand identity by considering the supplier side. Thus,the main purpose of this study is to investigate the brand identity creation from the supplier side. A conceptual model of “Strategic Brand Analysis in Destination Identity Context” was developed from the reviewed literature. This model guided the empirical investigation of regulators, academicians, civil society and business enterprises in Albanian identity context. In order to collect diverse perspectives, ten qualitative interviews from different fields were conducted. By conduction of interviews and qualitative content analysis with the support of “QSR NVivo 7” software, the strategic brand analysis of destination identity in Albanian context was examined. Additionally, presented theories about brand identity and collected empirical data were analyzed together. Based on this analysis, revised model was recommended for the “Strategic Brand Analysis in Destination Identity Context”. The results suggested that a comprehensive analysis including “Stakeholders Analysis” and “TourismCompetition Analysis” is required as the initial phase of destination identity formation. Each part of analysis has combining aspects, which need to be considered. This study contributes to the literature on brand identity and personality. In addition, the study also has implications for policy-makers of tourism destinations and managers of tourism companies. While the theoretical findings can be regarded as an exploration in the literature,this study fulfilled first research concerning destination brand identity of Albania in tourism.