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Political Leaders As Archetypal Brands

Abrahamsson, Helena LU ; Üner, Can LU and Keppler, Sarah LU (2022) In Strategic Brand Management - Masters Paper Series 8 BUSN21 20222
Department 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:
author
Abrahamsson, Helena LU ; Üner, Can LU and Keppler, Sarah LU
supervisor
organization
course
BUSN21 20222
year
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}},
}