1,344
12
Essay, 3 pages (650 words)

What is leadership brand and why is it important? flashcard

In marketing, developing product brand means that the product can be differentiated from other products of the same type. To improve product brand, researchers increase product efficacy while marketers work on advertising. When product efficacy and advertising are both successful, product brand is attained and the product typically achieves a price premium of about 30 percent. Leadership branding refers to the same kind of process.

To improve leadership brand, leaders must increase their efficacy of attaining results while senior leaders “ advertise” these results to business publications and Wall Street analysts in an effort to manage their reputation. Leadership in a company is branded when the unique attributes and specific business results are integrated for all leaders within a firm. Over a period of years, an organization may create leaders who are branded, or distinct from leaders in other firms. Leaders who develop only common attributes of leadership do not establish leadership brand.

What’s missing is the notion that these attributes need to be ones that clearly link to business results. Because business results are firm-specific, leadership brand is always unique to a specific firm. When the attributes the leaders demonstrate are linked to desired results, distinctive branding follows. Leadership brand advances beyond generic competencies or attributes. Microsoft leaders have been much in the press lately as they face government sanctions for monopolistic behavior. Microsoft leaders are known for their attributes of high intelligence, their desire to dominate competitors, and their high technical competence.

Microsoft business results revolve around moving to the Internet and maintaining software ubiquity. So the integration of Microsoft leadership attributes and business results might create a leadership brand statement such as: “ Microsoft leaders embody high intelligence, a desire to win in every industry, as well as superior technical competence so that we can successfully transition to become a dominant Internet player while maintaining our presence in every software market. ” Why Is Leadership Brand So Important? Branded leadership creates a distinct leadership culture that permeates the entire organization.

If this distinct culture is aligned with the business strategy and tightly linked to the desired business results the organization is trying to achieve, it can be a source of competitive advantage. A leadership brand creates value by differentiating a firm’s quality of management. Investors are more confident in (and more willing to pay a premium price for) companies that have a track record for delivering results and that also have “ branded” leaders who instill confidence in their ability to deliver again in the future.

Leadership brand occurs when leaders at every level are clear about which results are most important, develop a general consistency about how they will achieve these results, and build attributes that align with the achievement of these results. Simply stated, it occurs when personal attribute building integrates with achieving business results, as captured in a simple but robust definition: Effective Leadership = Attributes x Results (Ulrich, et al. , 1999).

Most fundamentally, competencies provide organizations with a way to define in behavioral terms what their leaders need to do to produce the results the organization desires and do so in a way that is consistent with and builds its culture. They should provide the “ North Star” by which leaders at all levels navigate in order to create synergy and produce more significant and consistent results. Competencies alone may provide leaders with direction, but it is only when they are combined with desired results that they are able to produce “ leadership brand.

” For example, a generic competency might be: “ visionary thinking. ” Integrated with a specific result, the competency might become: “ Creates and communicates a compelling vision for the business so that investors, employees, and customers understand and are committed to the direction that the organization is headed (as evidenced by investors buying more stock, employees working harder or not jumping at other job offers, and customers’ loyalty to the company’s products/services). ” Direction is strongest and most clear within organizations when competencies explain not only what or how to do something, but why.

Thank's for Your Vote!
What is leadership brand and why is it important? flashcard. Page 1
What is leadership brand and why is it important? flashcard. Page 2
What is leadership brand and why is it important? flashcard. Page 3
What is leadership brand and why is it important? flashcard. Page 4

This work, titled "What is leadership brand and why is it important? flashcard" was written and willingly shared by a fellow student. This sample can be utilized as a research and reference resource to aid in the writing of your own work. Any use of the work that does not include an appropriate citation is banned.

If you are the owner of this work and don’t want it to be published on AssignBuster, request its removal.

Request Removal
Cite this Essay

References

AssignBuster. (2022) 'What is leadership brand and why is it important? flashcard'. 13 January.

Reference

AssignBuster. (2022, January 13). What is leadership brand and why is it important? flashcard. Retrieved from https://assignbuster.com/what-is-leadership-brand-and-why-is-it-important-flashcard/

References

AssignBuster. 2022. "What is leadership brand and why is it important? flashcard." January 13, 2022. https://assignbuster.com/what-is-leadership-brand-and-why-is-it-important-flashcard/.

1. AssignBuster. "What is leadership brand and why is it important? flashcard." January 13, 2022. https://assignbuster.com/what-is-leadership-brand-and-why-is-it-important-flashcard/.


Bibliography


AssignBuster. "What is leadership brand and why is it important? flashcard." January 13, 2022. https://assignbuster.com/what-is-leadership-brand-and-why-is-it-important-flashcard/.

Work Cited

"What is leadership brand and why is it important? flashcard." AssignBuster, 13 Jan. 2022, assignbuster.com/what-is-leadership-brand-and-why-is-it-important-flashcard/.

Get in Touch

Please, let us know if you have any ideas on improving What is leadership brand and why is it important? flashcard, or our service. We will be happy to hear what you think: [email protected]