Karina Ochis

Individuals all over the world assuming an array of leadership roles from corporate managers to entrepreneurs are assaulted with recommendations for building powerful personal brands. Whilst the importance of owning a coherent personal brand is undisputed, most leaders find themselves unable to properly navigate the fickle context of personal branding and fail to ever leverage their personal

Political branding has gradually gained attention in political science, highlighting the growing consensus that parties and politicians can be conceptualized as brands. Margaret Scammell, senior lecturer in the School of Politics and Communication Studies at the University of Liverpool underlined that “the beauty of a brand as a concept is that it is broad and