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Leadership and Brand Alignment

Hesseborn, Louise LU ; Harrysson, Hampus and Weber, Isabell LU (2019) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20192
Department of Business Administration
Abstract (Swedish)
The purpose of this journal is to describe and analyse both the corporate leader's and the brand’s visibility in order to understand the different types of alignment between corporate leaders and brands. The research has a qualitative and inductive approach and is conducted through a multiple-case study where four leaders and their respective brands were described and analysed. The four cases in this research are Elon Musk & Tesla, Kurt Hellström & Ericsson, Bert Karlsson & Jokarjo and Åke Bengtsson & Haldex. To illustrate the findings of the different alignments between leaders and brands, a matrix has been developed. The main finding of this journal is the different alignments between leaders and brands, which can be seen as a result of... (More)
The purpose of this journal is to describe and analyse both the corporate leader's and the brand’s visibility in order to understand the different types of alignment between corporate leaders and brands. The research has a qualitative and inductive approach and is conducted through a multiple-case study where four leaders and their respective brands were described and analysed. The four cases in this research are Elon Musk & Tesla, Kurt Hellström & Ericsson, Bert Karlsson & Jokarjo and Åke Bengtsson & Haldex. To illustrate the findings of the different alignments between leaders and brands, a matrix has been developed. The main finding of this journal is the different alignments between leaders and brands, which can be seen as a result of the degree of leadership- and brand visibility. The matrix presented can function both as a managerial tool in order to categorise the alignment between a leader and a brand, but also as a theoretical tool in order to address the research gap concerning visibility among these two research areas. (Less)
Please use this url to cite or link to this publication:
author
Hesseborn, Louise LU ; Harrysson, Hampus and Weber, Isabell LU
supervisor
organization
course
BUSN21 20192
year
type
H1 - Master's Degree (One Year)
subject
keywords
Visibility, Brand Identity, Leadership Theory, Brand Orientation, Brand-Oriented Leadership
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8998003
date added to LUP
2020-01-14 11:42:10
date last changed
2020-01-14 11:44:45
@misc{8998003,
  abstract     = {The purpose of this journal is to describe and analyse both the corporate leader's and the brand’s visibility in order to understand the different types of alignment between corporate leaders and brands. The research has a qualitative and inductive approach and is conducted through a multiple-case study where four leaders and their respective brands were described and analysed. The four cases in this research are Elon Musk & Tesla, Kurt Hellström & Ericsson, Bert Karlsson & Jokarjo and Åke Bengtsson & Haldex. To illustrate the findings of the different alignments between leaders and brands, a matrix has been developed. The main finding of this journal is the different alignments between leaders and brands, which can be seen as a result of the degree of leadership- and brand visibility. The matrix presented can function both as a managerial tool in order to categorise the alignment between a leader and a brand, but also as a theoretical tool in order to address the research gap concerning visibility among these two research areas.},
  author       = {Hesseborn, Louise and Harrysson, Hampus and Weber, Isabell},
  keyword      = {Visibility,Brand Identity,Leadership Theory,Brand Orientation,Brand-Oriented Leadership},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Leadership and Brand Alignment},
  year         = {2019},
}