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Civic leadership of brands

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Civic leadership of brands

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QUOTE “In order to evaluate a specific action from multiple perspectives, it is crucial to be able to distance oneself from ones owns perspective. Ho¬wever, in order to do so it is important to first fully understand it. Similarly, the own perspective is often influenced by the immediate surrounding, which also needs to be actively considered when trying to change per-spective. Lastly, new perspectives are plenty and can take uncountable forms. Therefore, actively challenging oneself to seek them out may be the biggest task.” RESEARCH QUESTION What are the social and economic implications of civic leadership? SUB-QUESTIONS How is civic leadership defined? What are the drivers of civic leadership for brands? What are different types of civic leadership? How is civic leadership of brands within contemporary society perceived? ABSTRACT As the role of brands within society is shifting, this paper examined the social and economic implications of civic leadership by brands. Civic leadership is defined as cross sectoral action, which is not mainly aimed at profit and detached from authority. A theoretical framework to divide the communication of civic leadership into different segments was established and put into practical context through case studies. The main finding was, that civic leadership actions and their perception are greatly dependent on sociocultural context. Factors influencing the perception identified in this paper are the prior attitude towards the brand, the authenticity of the civic leadership action, a coherent message creation and a connection of the cause to the brand. Furthermore, a distinction of three different types of civic leadership, depending on the nature of the action was developed. As well as internal and external drivers behind the action identified. Therefore this paper serves to define the concept of civic leadership of brands and their effects the brand‘s position within society. PLAYGROUND The ‘playground’ is based on the research. It offers a helping hand to anyone who wants to build the skills necessary to be able to evaluate an action (of civic leadership) from multiple perspectives.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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