Title
Branding the image of a fox : the psychological profile of EU president Herman Van Rompuy Branding the image of a fox : the psychological profile of EU president Herman Van Rompuy
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
New York, N.Y. ,
Subject
Mass communications
Source (journal)
Journal of political marketing. - New York, N.Y.
Volume/pages
(2015) , p. 1-44
ISSN
1537-7857
1537-7865
Carrier
E
Target language
Dutch (dut)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This article presents the branding case of EU president Herman Van Rompuy. The branding of the political image is at the heart of being in control. Political candidates, even those with a damaged reputation, are therefore challenged to produce an image that projects nothing but the positive side of their characters, or the traits that fit the position they desire. Which are the personality traits required, in the given context, from a chief executive of the European Union? And which are the traits projected by Van Rompuy? This article introduces the psychological profiling technique by Immelman (2004) as a political marketing technique. Thanks to this personality assessment that refers to the public image, it becomes possible to brand the profile of the current EU president, and to compare the personal profile with the desired one.
Full text (open access)
https://repository.uantwerpen.be/docman/irua/a494d4/88b71830.pdf
Handle