BRAND PUTIN: AN ANALYSIS OF VLADIMIR PUTIN’S PROJECTED IMAGES
BRAND PUTIN: AN ANALYSIS OF VLADIMIR PUTIN’S PROJECTED IMAGES

Summary/Abstract: With popular discourse increasingly referring to Vladimir Putin’s ‘brand’, this article seeks to apply the conceptual framework of branding to Putin in order to provide a richer interpretation of the composition and significance of Putin’s projected images. By applying the concept of ‘brand personality’ to the existing literature and original source material, this article seeks to provide more comprehensive answers to the ‘what, who, how, and why’. What are the images that Putin is trying to project? Who is he projecting these images to? How are these images projected? And why these images in particular? In doing so, it seeks to move beyond the West’s one-dimensional understanding of Putin as simply a ‘strongman’ to reveal a range of representations that are far more complex and choreographed than often appreciated.

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