Political Leaders As Archetypal Brands
(2022) In Strategic Brand Management - Masters Paper Series 8 BUSN21 20222Department of Business Administration
- Abstract
- Purpose: The purpose of this paper is to explore political leaders as archetypal brands. Moreover, this study aims to add knowledge to the concept of archetypes in political brand communication.
Methodology: This study combines qualitative and quantitative research. Therefore, three cases of different political leaders (Donald Trump, Angela Merkel & Volodymyr Zelensky) are being examined. Secondary data was collected, by doing a literature review to explore the archetype for each political leader. Primary data was created by conducting a questionnaire where the perception of the sample about different archetypes relating to the presented cases was asked.
Findings: The paper found out that the model of Mark and Pearson (2015) about... (More) - Purpose: The purpose of this paper is to explore political leaders as archetypal brands. Moreover, this study aims to add knowledge to the concept of archetypes in political brand communication.
Methodology: This study combines qualitative and quantitative research. Therefore, three cases of different political leaders (Donald Trump, Angela Merkel & Volodymyr Zelensky) are being examined. Secondary data was collected, by doing a literature review to explore the archetype for each political leader. Primary data was created by conducting a questionnaire where the perception of the sample about different archetypes relating to the presented cases was asked.
Findings: The paper found out that the model of Mark and Pearson (2015) about archetypes in branding can be applied to political leaders. Furthermore, we found out that the brand core framework of Urde (2016) is compatible with Mark and Pearson's (2015) framework of archetypes. Next to that, we determined suitable archetypes for each of our introduced cases, according to our used methodology. This showed that different political leaders can have the same archetypes, but for different reasons.
Original/value: The paper is the first of its kind to combine a concept of archetypes with an established theoretical framework in rhetoric. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9102270
- author
- Abrahamsson, Helena LU ; Üner, Can LU and Keppler, Sarah LU
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20222
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Keywords: Brand personality, Archetypes, Rhetoric, Political Brand Communication, Brand Core Framework
- publication/series
- Strategic Brand Management - Masters Paper Series 8
- language
- English
- id
- 9102270
- date added to LUP
- 2022-11-08 11:20:17
- date last changed
- 2022-11-08 11:20:17
@misc{9102270, abstract = {{Purpose: The purpose of this paper is to explore political leaders as archetypal brands. Moreover, this study aims to add knowledge to the concept of archetypes in political brand communication. Methodology: This study combines qualitative and quantitative research. Therefore, three cases of different political leaders (Donald Trump, Angela Merkel & Volodymyr Zelensky) are being examined. Secondary data was collected, by doing a literature review to explore the archetype for each political leader. Primary data was created by conducting a questionnaire where the perception of the sample about different archetypes relating to the presented cases was asked. Findings: The paper found out that the model of Mark and Pearson (2015) about archetypes in branding can be applied to political leaders. Furthermore, we found out that the brand core framework of Urde (2016) is compatible with Mark and Pearson's (2015) framework of archetypes. Next to that, we determined suitable archetypes for each of our introduced cases, according to our used methodology. This showed that different political leaders can have the same archetypes, but for different reasons. Original/value: The paper is the first of its kind to combine a concept of archetypes with an established theoretical framework in rhetoric.}}, author = {{Abrahamsson, Helena and Üner, Can and Keppler, Sarah}}, language = {{eng}}, note = {{Student Paper}}, series = {{Strategic Brand Management - Masters Paper Series 8}}, title = {{Political Leaders As Archetypal Brands}}, year = {{2022}}, }