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Preparing for Leadership by Deborah Dennis Meola, Donna J. Dennis

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3

What Is Your Leadership Brand?

Success is not final, failure not final: It is the courage to continue that counts.

—Winston Churchill

What's your favorite soda brand? Coke or Pepsi? Do you get disappointed when a restaurant only serves one or the other? Are you loyal to one or the other, or do you switch back and forth? Most people have brands that they consistently purchase because they are brand loyal. Once a customer is loyal to a brand, changing that brand loyalty is extremely difficult. Brands convey product identity and distinctiveness; people associate the brand with value or lack of value. Some people think of leadership image the same way they think of product brands in marketing. Brand managers work hard to get the right brand ...

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