| dc.description.abstract |
Through a case study approach, this paper explores the existence of leadership personality
traits in what has come to be known as brand personalities. If leaders are acknowledged
for possessing admirable characteristics that generate loyalty and a following, then
brand personalities likely possess leadership traits, as creating a loyal following
is a common goal within the practice of marketing. Concepts of brand personality,
corporate brand personality, and leadership personality are examined and later compared
through the use of five major personality dimensions to uncover any connections between
the entities. The case studies illustrate that an actual person, in conjunction with
a brand identity, can effectively personify a brand. Promoting company founders,
executives, employees, or celebrity endorsers as brand ambassadors can achieve this
personification. I analyze the personalities associated with financially successful
and well-established brands to determine the most powerful personality traits of the
brand and whether or not they pertain what have been considered well-established leadership
traits.
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