MA Marketing communications Dissertation on Human Branding

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Masters of Arts in Marketing Communications
Middlesex University Business School
Academic Year 2015-2016
Manjeet Varerkar
M00090764
A new human branding model: A critical look at the Dalai Lama and
Donald Trump
Supervisor: Sukhbinder Barn
October 2016
This dissertation is a partial fulfilment of the degree of Masters of Arts in Marketing
Communications

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Abstract
The topic of humanbrandinghas beenone of significantinterest tomarketersespecially inthe fieldof
politics,sportsandcelebritiesamongothersaswell asfromthe aspect of personal branding.However,
humanbrandingas a separate marketingdiscipline has limitedresearch conducted andfew tools
available foranalysis:Thispaperhopestoaddto the conceptual model frameworkinthe areaof human
branding.The paperattemptsto utilize the currentliterature andunderstandingof humanbrandsto
buildonand propose anewinsightful model toencapsulateanddeconstruct humanbrands.The model
was constructedusingavariationof Kapferer’sbrandidentityprismandCarl Jung’sArchetypestheory
as appliedtobrands.Powerful andinternationallyrelevanthumanbrands:DonaldTrumpandthe Dalai
Lama were selectedtotestthe ‘VarerkarHuman BrandingModel’anditssuitability,effectivenessand
clarityinunderstandingdifferentapproachestomarketing.The analysisexploresvariousbrand
dimensionsbycontentanalysisof reputable secondarydatasourcesdemonstrating the powerof
marketingcommunicationstoshape publicopinionandperceptions. The modelprovestobe auseful
conceptual frameworkformarketingpractitionersandpersonal brandsintheirtransitionphase. Lastly,
the ethical implicationsof marketingaswell asnew waysinwhichthe thesiscouldbe further developed
are alsodiscussed.

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Acknowledgements
My thanksare due to my supervisor,SukhbinderBarnwhoinitiallysuggestedtome duringmyproposal
stage to create a newhumanbrandingmodel. Iwouldalsolike tothank Tugce Sahin forher
encouragementandadvice regardingthe project.Myfiancée,SanaBadhwarwhomotivatedme andmy
parentsDeepakandVrindaVarerkarafterwhomthe Model has beennamed.

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Page no.
List of Models& Frameworks (i)
1. Introduction 6
2. Literature Review 8
- Brands 8
- HumanBrands 10
- DonaldTrump 13
- Dalai Lama 14
- Theoretical Framework 15
3. ResearchMethodology 20
4. Findings&Analysis 22
-DonaldTrump 22
- Dalai Lama 30
- Final Analysis 40
5. ConclusionandRecommendations 41
Bibliography 43

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List of Modelsand Frameworks
1. Kapferer’sBrandIdentityPrism 17
2. Carl Jung’Archetype Model 19
3. Varerkar’sHumanBrandingModel 21
4. Varerkar’sHumanBrandingModel – DonaldTrump 29
5. Varerkar’sHumanBrandingModel – Dalai Lama 39

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1. Introduction
Topic – A newhumanbrandingmodel:A critical lookatthe Dalai Lama andDonaldTrump
Research question/objective/hypothesis:
I considerhumanbranding,especiallywhenconcerninggloballeaderstobe anextremelyimportant
area of study as it isoftenthroughindividualleadershipthatourmodernworldhasbeenshaped.There
has beenlimitedresearchconductedonthistopicusuallyinthe realmof politics,celebritiesand
personal branding.Consideringthatthe Dalai Lama andDonaldTrump are bothdynamic,evolving
humanbrands withcontrastingworldviewsandconsumersall overthe world,theyare ideal candidates
for analysistoimplementandtestanewhumanbrandingmodel.
Hypothesis:
A newmodel tounderstandandanalyze humanbrandscanbe proposedandappliedtothe Dalai Lama
and DonaldTrump
Aims:
1. To utilize the currentliteratureandunderstandingof humanbrandstopropose a new insightful
model forhumanbrandswhichcan be useful tomarketers.
2. To criticallyanalyze marketingcontentaboutthe humanbrandsfromthemselves,aswell as
legitimate academicandsecondarysources.
3. To identifypatternsandtoolswhichhumanbrandsuse tocreate,sustainandpropagate their
brand froma macro perspective helpingthe readerdeconstructthe differentelementsclearly.
4. To highlightthe powerandimpactof humanbrandingonglobal affairsandraise awarenessof
ethical concernsandpublicmanipulation.
5. To highlightboththe positiveandnegativeusesof marketingcommunicationsanditsimpacton
society.
The importance of publicopinionindrivingchange hasbeenfeltthroughoutthe ageswhere everymajor
revolution,instance of significantsocial change andfreedommovementhasbeenaffectedbythe
combinedperceptionof alarge group of people.The notionof ‘leadership’inthesesituationshasbeen
of vital importance inorganizing,implementingandboostingthe morale of the groupin questionwhois
to instigate thischange (Mastrangeloetal.,2004). “The job of leadershipistoexercisemasteryoverthe
processof social thinkinginordertoengage workers,togenerate innovative ideasandtobringabout
change where needed”(Ryde,2008 p. 22). Whenwe thinkof greatleaders,we oftenforgetthe dynamic
elementswhichconjure thisstrongperceptionandgive life towhatcan thenbe perceivedasapowerful
humanbrand.It is fromthisroot desire tounderstandwhatmakesleadersholdsuchpowerful influence
whichhas stimulatedmyinterestinthisproject.
Human brands, definedas“anywell-knownpersonawhoisthe subjectof marketingcommunications
efforts”(Thompson,2006 p.104) have playeda significantrole inourglobal culture andlives notsolely
restrictedtoleadershiprolesbutalso asprominentandinspiringpersonalities indiversefields suchas
music,art, sports,science andphilosophyamongothersradiatingtheirinfluence acrossall walksof life.
It couldbe arguedthat evenbefore modernmasscommunicationsmethodswere developed,human

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brandinghasbeentakingplace since ancienttimessuch asthe great Pharosof Egypt whoconsolidated
theirpowerful brandperceptionbybuildingmonumentslikethe Pyramidsintheirownhonorand
glorifyingtheirdeedsinbattle whichstill holdpowerovercontemporaryconsumersof Egyptianhistory
(Newman&Sheth,1985).
Firstly,the literature reviewwill systematically explainthe foundationsof brandingandthe various
elementsanddiscussionsrelatedtothe conceptfroma commercial perspectivetoillustratethe
similaritiesanddifferencesinthe processforcompaniesandpeople. Secondly,anin-depthdiscussion
of brandingwill be followedbyacomparisonbetweenthe conventional understandingof commercial
brandsand humanbrands whoby theirownpowermanage toexertan influence overpeople andthei r
behavior.Studiesfocusedonpolitical branding,celebritybranding,personal brandingandthe complex
psychological andphysical relationshipsthatdefine the interactionsbetweenhumanbrandsand
consumers will be explored.Thirdly,importantcommunicationapproacheswhichrelate directlytothe
Dalai Lama and DonaldTrump suchas altruisticmarketing,CEObranding,propagandatechniques,the
influenceof social mediaandgeneral informationrelatingtothemwill be discussed.
In orderto create a newconceptual frameworkforthisstudy, the Kapferer’sbrandidentityprismwillbe
explainedindetail withthe modifiedapproachfrom commercial brandstohumanbrands.Secondly,
Carl Jung’stheoryof archetypesandtheirshadowswill be adaptedtohumanbrandsanddiscussed
whichtogetherwiththe Kapferermodifiedmodel will formthe basisof the new model proposedforthis
study:‘Varerkar’sHumanBrand Model’. Variousframeworksandtheorieswill be usedtocarry outa
critical analysishelpingtodevelopthe findings of the factorswhichdrive,create andsustainhuman
brandsultimately implementingandtestingthe new model.
Witha focuson the variedaspectsof humanbranding,twoprominentcontemporaryfigures,the Dalai
Lama and DonaldTrump will be analyzedafterajustificationof the twochoicesinanattemptto
showcase the difference inapproachtocommunication, behavior,targetaudience andideologyandthe
impactit has onthe overall humanbrandperception.
Each aspect that affectstheirbrandwill thenbe discussedindetailwithabreakdownof theirdistinct
approachescontextualizedbydifferenttime periodsinwhichtheywere carriedoutandthe impactit
had on theirbrand.The discussionwillalsocoverdifferentarticlesandtheirviewsonthe respective
humanbrands andan analysisof secondaryandqualitative datafromreputable sourcestoclearly
identifytheirbrandcharacteristics.
Thissubjectisone whichhas limitedliteratureandresearchconductedyetissignificanttonearlyall
people inthe worldbecause the powertoshape geopoliticsandeconomiesare oftenconcentratedin
the handsof these few,iconicorinfluentialpersonalitieswhohave beenelevated topowerbythe use
of successful marketingcommunicationsinmanycases.

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2. Literature Review
Brands
Thomson(2006) has beenanauthorityandpioneerinthe studyof people as brandsat a periodwhen
limitedresearchwasdone inthe fieldandcreatedanopportunityforacademicsandmarketersto
investigatefurther.He aimedtofindthe reasonsforattachmenttopowerful personalitieswhowill
henceforthbe termedas ‘humanbrands’whichhe definedas“anywell-knownpersonawhoisthe
subjectof marketingcommunicationsefforts” (Thompson,2006 p.104). In orderto understandthe
mechanicsandimplicationsof humanbranding,itisfirstnecessarytohave aclearand thorough
understandingof whatabrand isand how it relatestoconsumers.
Brandinghas evolvedfromitsconceptionof beingawayto mark livestockasasymbol of ownershipto
the explodingphenomenonof the modernbrandidentitywhere corporationssellingproductsand
servicesidentifythemselvesbyasymbolicrepresentationof abrand(King,1991).
In the fastpassedglobalizedbusinessworld,ithasbeenarguedthatadvertisersandmarketershave
oftensimplifiedthe brandingprocesstomerelyalogo,corporate identity,advertisingormarketing
material torepresentthiscomplexconceptbutratheritseemstobe an amalgamationof these factors
and otherssignifyingsomethingmuchgreater:apromise (Graham, 2001). The promise once fulfilled
createsa reputationandbecomessynonymouswithwhatthe companyisknownfor(Dun,1997). An
oftencitedexampleisthe Volvobrandforautomobileswhichisfamouslyknownforitssafetyfeatures
and marketsitself onthiscore strength(Aaker,1996).The brand appealsto theirtargetmarketof
people withchildrenandfamilieswhopayspecial attentiontosafetystandardsandprotectioninthe
eventof an unforeseenaccident(Aaker,1996).
A brandattemptsto forge a relationshipwithitsconsumerstoinstill varyingdegreesof feelingsof
confidence,passion,belonging,actionandsecuritydependingonitsline of product/service andtarget
audience (Erdem,1998).It attemptsto instill asetof valueswhichcanthenbe transmittedacrossits
range by identifyingwithitscore beliefs(Erdem, 1998).Otherssuchas Assael (1998) have arguedthat a
brand isformedwhetherthe companywishesitornot withthe consumers’opinionof the company
beingthe final deciderof whatthe brand isand where itstands:positive brandequitywouldmeanthat
people’sperceptionof the brandisfavorable.Thiscanbe summedupin the statementthatthe brandis
not whatyou wishitto be,buthow itis actuallyperceivedinrealitybythe people.
A strikingexample pointstothe valuationof the famousbeverage companyCoca-Colawhichfor
example wasvaluedatanastoundingfigure of $70.4 billion in2010. InrecenttimesCoca-Colahaslost
itspositionasthe leadingglobal brandtothe likesof technologygiantssuchasApple,Google and
Microsoftwhoare nowworth $154.1 billion,$82.5billionand$75.2 billionrespectivelywhileCoca-Cola
isnow valuedat58.5 billion(Forbes,2016).
These figuresalone standtestamenttothe factthat brands wieldincredible powerandfinancial clout

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(insome casesevenlargerthanentire countries) whichare significantlyaffectedovertime either
positivelyornegativelybasedonavarietyof factors.The observationthatthe topthree leadingbrands
inthe worldare technologycompanieswhich have beenusedandintegratedintonearlyall modern
businessesisaclearindicationof the directionthe worldeconomyismovingtowardsconsideringthata
large degree of businessandtrade isnow facilitatedbycomputers,the internetandsmartphones. An
interestingareaforfurtherresearchwouldbe the impact,control andsteeringabilitythese leading
multinationaltechnologybasedbrandshave onglobal culture,businessandcommunications.Thisalso
opensupthe discussionof the amountof influence andpowerbeingconcentratedinthe handsof
multinationalbrandsandinessence the people (humanbrands)thatstandat theirhelmsuchas the late
Steve Jobsof Apple andMark Zuckerbergof Facebookas opposedtothatof powerful governments.
The exact definitionandimportanceof brandinghasbeendebatedextensivelyoverthe yearswith
varyingperspectivesrelatingtodifferentindustries,contextsandcultures(Keller1998). Fromthe
businessesperspective,abrandisan extremelyvaluable elementwhichcancreate perceivedvaluefor
theirproducts/servicesandallowthemforexample tocharge a higherprice orsecure the loyaltyof
customersoverothercompetitors(Keller1998). Froma psychological perspective,the consumer
decisionmakingprocesswhichisfoundational toconsumerbehaviorreliesheavilyonbrandperceptions
and the abilitytofilteroutcompetitorsbasedonabrand preference(Assael,1998). Due to the process
beingpsychological innature withahighrate of variable factorswhich are nearlyimpossible totrack
and measure,brandinghasbeenasubjectof greatinterestformarketerstodelve deeperintoandhas
leftample roomforinnumerablestudiestodiscovernew theories,modelsanddatato understandthe
importance andinfluenceof brands.
The leadingbrandsidentifiedabove suchasApple,Google andCocaColaare the oneswhichhave been
successful due toa varietyof reasonssotheirsuccessand the powerof theirbrandis extremelydifficult
to pindownina purelyquantifiable sense apartfromtheirfinancial value.Forexample the impactof
the Apple iPodonthe musicindustryandthe iPhone onthe smartphone industryare responsible for
large scale cultural transformationsinbusinessandsocietyandheraldingthe creation of aculturally
iconicand transformative brand.
The interactionsof brandswithconsumersindicatesthatthe brandhas to relate toconsumerspersonal
beliefs,experiences,pre conceptions,culture,lifestyle,financial statusandawide range of other
phenomenawhichcouldinfluence theirbehavior.The firststepthenisthe brandpromise whichis
followedbythe brandperceptionwhichiscompletelyinthe powerof consumers.
Thisleadsto consumershavingexpectationsof abrand rootedinthe promise andperceptionwhichhas
beencreated.Anoftencitedexample of apowerful brandwithhighexpectationsisRolexwhoare
famousforexpensive watches.The Rolex watchisahighend luxuryproductandisexpectedby
customerstobe expensive,whichisthe definingfactorof creatingitsvalue andprestige aswell asits
social implications(Aaker,1996). If the price was howevertobe reduceditwouldnotfitinto the brand
expectationandwouldcreate confusionamongcustomersaswell asreduce the value of the brandas a
whole because itisdeeplyconnectedtoitspricingstructure andthe fact that itcan onlybe affordedby
verywealthypeople.
The most importantfactorin conventionalbrandingwhichrelatestothisstudyisthe ideaof a brand

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persona. The ideaof creatinga personalityforabrand relatesbackto the fact that a personificationis
takingplace by merginghumanattributes withproductsandservices (Aaker,1991). Marketing
communicationsattempttocreate these humanattributesbyusingall the differenttools attheir
disposal suchasusingbrandingelements,advertising,PRandsocial mediatoreinforce the brandimage
and dimensionsof personality (Aaker,1991).Thisis clearlyillustratedbythe definitionof brand
personality whichisa“setof human characteristicsthatare attributedtoa brandname.A brand
personality issomethingtowhichthe consumercanrelate;an effectivebrandincreasesits brandequity
by havinga consistentsetof traitsthata specificconsumersegmentenjoys”(Erdem,1998, pp.14).
Brand identityisthenformedandbecomes the face of the business.Itcanrepresentthe company’s
ideas,values,personalityandservices.Ithasalsobeenknowntogenerate highlevelsof brandloyalty
amongconsumers(Adocketal.1998). During the formative periodof the brand,animportantdecision
ismade whereinthe name isselectedasasymbolicrepresentationof the entire companyandits
associated productforall future purposes.Thisbrandname,once selected,isdevelopedandbuiltby
the use of variouscommunicationtoolstoevoke the desiredfeelinginthe mindof consumerssince
‘‘Ultimately,the powerof abrand liesinthe mindsof consumersorcustomers’’(Keller,2000, p. 157).
One of the factorswhichaffectsbrandsisthe countryof origin.Itwasbeendiscoveredthatone of the
factors influencingbrandperceptionhastodowiththe storedconceptionsof consumersaboutthe
brand andits countryof originorproductionwhichassiststhemintheirevaluationanddecision making
progress (Scott& Keith,2005). A famousexample of thisphenomenonisthe perceptionthatGermanyis
a leaderinthe luxuryautomotive industry,whichimplieswhenconsumerslookata Germanbrand,they
may forma positive opinionwiththe preconceivedknowledgethatGermanluxurycarsare of premium
qualityascomparedto Koreancars (Scott& Keith,2005).
Human brands
Accordingto intensive researchconductedbyThomson(2006), consumersseemedtohave increased
levelsof satisfactiontrustandcommitmenttoa humanbrandbasedon theirlevel of attachment.
Withinthisparadigm,three keyfactorshave beendefined,namely:Autonomy(whenthe personfeels
that theiractivitiesare self-electedandfromtheirownchoice ratherthanthrough coercion),
Relatedness(whenapersondoesnotfeel isolatedandisrathera part of a social sphere) and
competence (the personsinnate feelingof seekingoutexcellence andthusbeingattractedtothese
qualities).
Anothersignificantfactorthataffectedconsumersinalarge waywas the ‘affective richnessof
experience’ withthe humanbrandforexample attendingalecture orrallyandbeinginthe proximityof
the person.These 2 factorsplaya significantrole inthe publics’perceptionof the brandapartfrom
variousotherfactorssuch as trust,satisfaction,attitudes,endorsementsamongotherthings.
Human brandsoftenreachiconicstatuswhentheircultural meaningadapts,transformsandsurvives
changesinsociety(Holt,2004). This abilitytotranscendmeaningwithinnarrow time periodsand
contextsallowspotenthumanbrandstocrossthe thresholdintobecomingacultural icon(brownetal.
2013). Structurationtheoryarguesthathuman brands(agents) andthe structure theyare involvedwith
(society/culture’sarrangementsandbehavior) worktogetherinvaryinglevelsof agreementandneither
share exclusive power.The humanbrandstructure isthus“consideredthroughthe interactionsand
knowledge betweenmedia,market,audience,andhuman”(Thyroff &Belk2015 pp.314). Thiscore idea

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of the complex interactionwhichtakesplace betweenthe humanbrandandthe structure inmy opinion
isfundamental tounderstandinghowhumanbrandsare formedandempowered.“Humanbrandicons
thenare the consequence of the agenticactionsof humanbrandstoreconcile theirpublic/private selves
and theirforming,fixing,andshiftingassociationswithinanever-changinganddynamicsystemof
production,mediaandaudience”(Eager& Lindrage 2015, pp.305).
Thisdissertationspremise is thathumanbeingscanalsobe considered‘brands’andfollow several
characteristicsandmethodsusedbycommercial brands(products,services,corporations) ona
functional level inourmodernworldandhave the abilitytoyieldafargreaterinfluence. Sports
Celebritieshave oftenbeenconsideredthe obvioustargetforanalysisastheyusuallysignupwitha
brand fora considerableperiodandseemtoaffectsalesina powerful way,simplybyassociation.Thisis
of greatintereststobrandsand marketersalike asthe attributesof the humanbrandare easily
transferredontothe commercial brandandpenetratesthe perceptionof the consumer.
Celebrities are knownto achieve brandstatusthroughthe mass consumption of theiridentitiesand
personalities throughthe media(Milligan, 2004).In an informativejournal ‘consumerattachmentto
Human brands:“The OprahEffect”Loroz and Baig(2015) discussthe immense impactOprahWinfrey
has had as one of the most powerful humanbrandsandculture influencersin the modern world.They
shedlightonan existingmodelof humanbrandattachmentwhichcoversautonomy,relatednessand
competence asantecedentstounderstandingthe strengthof attachmenttohumanand formsthe self-
determinationtheory.Competence referstothe innate desiretohave masteryanda form of control
overthe environmentandanunderstandingof the resultsonesactionswillyield.Relatednessdealswith
the urge to be connectedtoothersbyform of interactionorassociationandforma bond. Autonomyis
the sense of free will aconsumerdesirestohave andthe feelingof actingbydeliberate choiceandnot
underany formof coercion.Buildingonthisresearch,anexpandedmodel of brands(basedon
Thompson,2006) wasintroducedtoinclude sub-dimensionsof favorability,originalityandclarityaskey
factors inascertainingthe relationshiptocelebrityattachments.
From a psychological perspective,humanbrandstendtoexertastrong influence ontheirconsumers
and formparasocial relationshipswhich are “one-sidedrelationships,where one personextends
emotional energy,interestandtime,andthe otherparty,the persona,iscompletelyunaware of the
other'sexistence”(Horton&Wohl,1956, pp.35).These relationshipshave several significant
implicationssuchasbeingpart of a social groupwhofeelsthe same way,creatingemotional bondsand
feelingsof beingunderstoodbythe persona,alleviatingfeelingsof lonelinessandneedforsocial
interactionsalongwithavarietyof otherfactors.However,withthe blossomingof social mediaandthe
openingof twowaycommunicationsbetweenbrandsandconsumers,people now have achance to
developamore personal bondandexpresstheirfeelingsaswell asbe heardand onoccasionresponded
to by theiridols.Thishasdrasticallyaffectedthe relationshipbetweenhumanbrandsandtheir
followers.
Malkin(2010) discusseshowresearchplacedthe blame of anAustralianpolitical party’s lossonthe
prime ministerwhosehumanbrandwassaidto be damagingthe party brandby associationandco-
branding.The understandingwasthatby re-brandingthe leadership,electoral prospectscouldbe
positivelyaffectedandthisdecisionwasconfirmedandthustakendue tothe research conductedby
polls,interviewsandfocusgroups.Co-brandingandbrandassociationshave animportantrole toplayin
shapinghumanbrands: “Thisapproach arguesthat the political leaderisahuman brand,and that the
political offerisa co-branded entitybetweenleaderandparty.Sucha model suggeststhatthe political

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party can repositioneffectivelybychangingleader”(Malkin,2010, pp.1).
The leaderof an organization(CEO/President/Spiritual head)hasanextremelyimportantrole toplay
and helpstoachieve the strategicgoalsof the organization(Mastrangeloetal.,2004).It is suggested
that “Effective leadersengage inbothprofessional leadershipbehaviours(e.g.settingamission,
creatinga processfor achievinggoals,aligningprocessesandprocedures) andpersonal leadership
behaviours(e.g.buildingtrust,caringforpeople,actingmorally)”(Mastrangeloetal.,2004, pp.435).
Thisfactor alsoextendsfurtherinto‘thoughtleadership’andbecomingacredible source of information
to be valued(Ryde, 2008). Great leadership,canbe the definingfactorinmovementsandculminatesin
influencingvariousstakeholdersaswell aspublicperceptionof anissue.
“Human BrandingInPolitical Marketing:ApplyingContemporaryBrandingThoughtToPolitical Parties
AndTheirLeaders”(Speedetal.,2015) discusseshow humanbrandingisbecominganimportanttopic
inmain streammarketingwhileithasalwaysbeenthe mainconcerninpolitics.The notionof aperson’s
brand equityisdiscussedindetail withconventionalmarketingthoughtappliedtopolitical parties.
A noteworthyfactdiscussedbyAriely &Norton(2009) is the way humanconsumptionneedshave
evolvedoverthe course of historywiththe adventof new technologiesandchangingsocio-cultural
paradigms.Theyargue that since ourprimaryneedsof foodand shelterhave beenmade more
accessible,there hasbeenanincreasingshifttowards‘conceptual consumption’.
O'Shaughnessy‘s(2009, pp.16) ‘SellingHitler:propagandaandthe Nazi brand’arguesthat“Nazism
functionedasa brand,and thatthis iskeyto our understandingof the extraordinarysuccessof the
Hitlerregime ingalvanizingGermanpublicopinion.Nazisunderstoodandmanipulatedthe powerof the
brand,creatingwhat amounts toa parallel universe of imageryandsymbolism.”He goesonto addthat
Hitlerprojectedhimselfasthe messiahandstressedoncreatingthe ideaof a threatto the German way
of life.
There has beensignificantresearchdone onotherpopularculture iconssuchasChe Guevara,whohas
become symbolicof revolution,communismandleftwingpolitics.In ‘CheGuevara:Revolutionary and
icon’,Ziff (2006) discussesthe mythof Che andhow he has beenpopularizedbyseveral films,
documentaries,booksandisnowsoldon commercial merchandise incapitalisteconomies.The ironic
marketingof the Che iconand howit has generatedavastamountof publicityandbrandequitybeen
discussedindetail andisveryuseful indeconstructingthe Dalai Lamaand DonaldTrump humanbrand.

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Donald Trump
The personaand brandof DonaldTrump hasevolvedoverthe yearsata steadypace.He has beena
global symbol of a successful entrepreneurandcan alsobe consideredone of the dominantarchetypes
of the CEO brand. Comprehensive articlesandanalysisfromprominentnewssourceswere researched
whichwill be discussedfurtherinthe ResearchMethodologyandfindingssectionandshapedthe
direction of readingsrelatedtothem.
Fetscherin(2015, pp.2) proposesamodel to studythe CEO brandwhichincludesthe “4 p’sof the CEO
brandingmix – The CEO (person),personality,prestige(reputation)andperformance.”He elaborates
furtheronthe different waysthe CEO,now actingas a ‘HumanBrand’can impactthe companyin a
varietyof ways.FamousCEO’ssuch as Steve Jobs,RichardBransonand Bill Gatesamongothershave
alsobeeniconicCEO’swhohave had an impacton theirrespective companiesinterms of sales,brand
image andreputation,relatabilityandPRamongotherthings.
An interestingconceptwhichisrelevantisthe ‘efficientcontractinghypothesis’whicharguesthatCEO’s
will oftentake decisionswhichare inservice tothe companiesdefinedbrandobjectivesandwill thus
helpenhance the brand.However,CEO’s maybe temptedbywhatisknownas the ‘rentextraction
hypothesis’whichstatesthatCEO’smaytake decisionswhichserve themselvesandtheirown
opportunitytoenhance theirpersonal brandvalue inaquesttoenhance theirowncareer
opportunities.
In the case of DonaldTrump,since he ownedthe Trump Corporation,hisownimage wascompletely
mergedwiththatof hisfamilybusinessandthe empire he wasattemptingtobuildandsustain.Thishas
helpedkeepthe Trumpbrandname sustainableandevolvingoveralongperiodof time asopposedto
for example the case of Steve JobsandApple:HisresignationasCEOin2011 causedApple stockdrop of
nearly3 percentamountingtoclosely$10 billion.Inthe case of Trump,investingandmergingthe fate
of hispersonal brandwithhiscompanywasa sensible andlongterminvestmentasthere wouldnotbe
a case of resignationordistancinghimself fromthe brand.Inthe case of DonaldTrump,he fallsinthe
categoryof a ‘CelebrityCEO’whoare categorizedassuchbytheirattributesof seekingmediaattention
due to theirnarcissisticpersonalityorbeing“singledoutbythe mediabecause of some idiosyncratic
behaviourormanagementpractice” (BarnettandPollock,2012, p.225). The negative brandingrelated
to Trump howeverinlightof hisprovocative commentshave alsohadanimpacton hisbusinessina
significantwayandwill be explored inthe mainfindings.
ConsideringTrumpisalsorunningasa Republicannominee forthe electionsinAmerica,itisnecessary
to coverthe factorsinfluencinghiselectioncampaign briefly aswell asvariousinsightsfromnews
sources,political commentersandacademics.

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Dalai Lama
The Dalai Lama’s call to actionisdiverse andrangesacrossseveral global issuesapartfromTibetan
freedomandBuddhism.A large numberof hisbooksandspeechesfocusonchangingpeople’s
perspective andeventuallytheirbehaviorsothatindividualsandsocietiescanbenefitasa whole.This
entailsanaspectof Social Marketingwhichutilizewordof mouthandtry to start grass root movements
such as the ALS ice bucketchallenge whichcapitalizedonsocial proof:the positive influence created
whenpeople findoutothersare doingsomethingandgetencouragedtodothe same (French,2015).
Harnessingthe unique powerof storytellingandcreatingbrandevangeliststobe the humanface of a
cause can have a significantimpactoncharitiesandsocial movements(Dahl etal.,2013) and is
especiallyrelevanttothe topicof howthe Dalai Lama’spersonal brandaffectsall the issueshe is
associatedwith.Bothauthorsplace a highimportance oncontentcreationandthe strategicand tactical
use of social mediatodisseminate informationandinteractwithpotential supporters.
MilewiczandSaxby(2013) discussthe use of social mediabyleadersasa part of theirmarketing
communicationsandhowthisnewpersonalizationandaccessibilityopensupabrandconversationas
well asdirectinteractionwithstakeholders.The online article‘MusicStarsTo China:Free JailedTibetan
Singers’(2013) highlightsrecentcelebritysupportreceivedbyFree Tibetfromprominentmusicians o
helpfree otherimprisonedartists.Severalmore celebritieshave giventheirsupporttothe campaign
actingas an official celebrityendorsementandusuallyshow theirsupportviaonline platformssuchas
FacebookandTwitterwhichthengarnersinternationalcoverage fromnewsreports(Neuhaus,1997).
Websitessuchas www.dalailamaprotesters.info claimthattheyare “correctingmisinformationspread
by the anti-Dalai LamaProtesters”andattemptingtostopthese propagandaefforts.Thesesourcescan
be usedto collectinformationandmaterialsregardinghisimage.Infact, there wasan interestingcase in
whichLululemon,abrandwhichsellsyogaaccessoriesgotnegative feedbackfromconsumersfortrying
to leverage onapersonalitysuchasthe Dalai Lama bypartneringwithone of hisNGO’s(Religion
Dispatches,2014). The brand receivedasevere backlashontwitterwheretheywere accusedof
tarnishingthe Dalai Lama’sname by associatinghimwithacommercial enterprise showcasingthe
pristine publicperceptionof the Dalai Lamaas a brand initself.
AltruisticandCause Marketingare useful areastoresearchas theytry to deconstructthe motivating
factors abouthowand whypeople actuallygetinvolvedinmovementsanddonate tocharities(Guy&
Patton,1989). Additionally,the growthof corporate social responsiblyandhow itaffectsthe reputation
of brandsisdiscussedinSmith&Alcorn’s(1991) ‘Cause Marketing:anew directioninthe marketingof
corporate responsibility’.A parallel canbe drawnbetweenthesestrategiesandthe Free Tibet
movement’suse of selectedcommunicationtoprovoke aresponse fromthe publicespecially
concerninghumanrightsissues. The Dalai Lama’sinvolvementcreatesapositive associationandisused
to marketand enhance the movementsagendas.

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Theoretical Frameworks
Overthe years,academics,marketersandresearchershave made manyattemptstounderstandbrands
usingmodelstosimplifythe variouselementsof abrand,itsidentityandperception.While brandshave
beenanalyzedandinterpretedusingavarietyof methods,one suchrelevantmethodisKapferer’sbrand
identityprismwhichhas6 aspectsof analysis (Kapferer,1995):
While thismodel hasbeencreatedforconventional brands,itapplieswell tohumanbrandsaswell
since the processand factorsshapingbothhumanand conventional brandsisverysimilar.The classic
definitionwill be explainedwiththe modifiedadaptationforhumanbrandsaswell toillustrate its
convergence andusabilityforthe purpose of thisstudy.
External Factors
1) Physique
The physique of the brandreferstothe actual product or service,how itisdesignedandwhat
connectionitholdstothe brand, suchas use of a logoor otherelements.Strikingphysical featurescan
oftenbe the landmarktraitof the brand andits products.
Human brandscan be identifiedbytheirphysical appearance,fashion,bodylanguage andspeech.
2) Relationship
Thisaspect coverscommunicationscampaignspromotingtheirproductsandeffectivelycommunicating
withtheirtargetaudience.Sponsorshipof events,celebrityendorsement,corporate social responsibility
initiativesamongotherthingshave beenakeypromotiontool whichhelpsestablisharelationshipwith
the consumer.
The same appliestohumanbrandswhomay participate inevents,have prominentpersonalitiesand
celebritiesmake publicappearanceswiththem, orinthe case of politiciansendorse them.Their
communicationsmaybe extensiveinthe formof books,publicspeeches,Tvappearancesandother
marketable content.
3) Reflection
A stereotypicaluserof the brandisimaginedandidentifiedinordertostreamline the brandidentityand
personalityinordertocommunicate effectivelyandsecure consumers.
Powerful humanbrandscanalsoimagine the peoplethatresonate andconnectwiththemandthe set
of valueswhichwoulddefine theirconnectiontothe brand
Internal Factors
4)Personality
Thisfactor relatestothe brands character andcan be definedbytheiruse of writing,tone,design
features,colorschemesandinother ways.Brandambassadorsare oftenusedtoenhance anddefine

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the personalityof brands.Inthe case of humanbrands,theiractual personalityandbehaviorcanshape
howtheyare perceivedbe theirconsumers.
5)Culture
Thiscan be definedasthe setof valuesandbasicprinciplesonwhichthe brandbasesitsbehavior,
productsand communication.
Human brandsbringwiththemthe valuesof theircountry,religion,ideologyandphilosophywhich
createsa contextwithinwhichtheycanbe understood.
6)Self image
The image that consumershave aboutthemselveswhenusingaproductisan elementwhichbrandswill
try to create and propagate suchas whenconsumersuse luxuryproductsandbyextensionfeeltheyare
nowwealthyandsuccessful.
A humanbrandsset of valuesandthe meaningtheycreate byassociationwiththeminthe consumers
mindcan be understoodtobe a powerful force whichdefinestheirrelationship.
While we have establishedthatregularbrandstryto take ona humanpersonalitytocommunicate
betterwiththeirtargetaudience,we findthatactual humanbeingswhopossesssuchdesirablequalities
holdsignificantpowerasa brand inand of themselves(Eager&Lindrage 2015). It isremarkable thatthis
fieldof studyhasnot beenexploredinas muchdepthas itdeservesasitis one of the importantdriving
factors inshapingthe future of the entire planet. Itmustbe acknowledged thatwe are largely
dependenton prominentfigures andleaderswhobecome humanbrands toguide andshape the
world’seconomy,politics, culture, environment,andspirituality.
The chief difference inthisissue of ahumanbrandand a regularcommercial brandisthatthe human
brand hasa far more complex history,character,behaviorand several factorsof the pastwhich
determine itsbrandandvalue.Theircharacterandpersonalityare shapedjustlike all peoplebyfactors
such as genetics, family,environment, culture,nationality,ideology,andlife goalsamongothers unlike
brandswhichare constructedandmade alive spontaneouslyorevolvefromastartingpointto a new
brand identityandimage usuallyforcommercial purposes.

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The Brand IdentityPrism(Kapferer,1986).

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Archetypesand Shadows
Roberts(2010) and Shadraconis(2013) discussanextremelyimportantandrelevantaspectof human
brandsusingthe frameworkof ‘archetypes’asproposedbythe eminentpsychologistCarl GustavJung.
Jung(1984) discusseshistheoryinrelationtothe humanpsyche and usedthe conceptof archetypesto
categorize personalitiesandmythological motifs.He proposedthatsucharchetypesandcharacters
oftenportrayedinmythologyformabasisof the ‘collective unconscious’andcanbe understoodto
relate topeople acrossdifferentculturesandcountries.He consideredthese constructsas
representative of the fundamental humanexperience andthushave the powertoevoke deepemotions.
Thispowerful conceptwasthencustomizedtofitbrandsby Roberts(2010) and Shadraconis (2013) and
servesasa relevantmodelandframeworktounderstandhow consumersrelate tohumanbrands.The
theoryincludesabreakdownof differentarchetypesassubcategoriesunderdifferenttypes:The Ego
Type contains:Innocent,Everyman,HeroandCaregiver.The Soul Type contains:Explorer,Outlaw,Lover
and Creator.The Self Type contains:Jester,Sage,MagicianandRuler.Thisformsthe basisof Jung’s
model of archetypesasillustratedbelow (therelevantarchetypeswill be discussedindetail in the
Findingssection).BuildingonJung’stheory,the shadow aspectof apersonisthe repressedoravoided
subconsciousmaterial whichthe consciousegodisassociatesitself from.Similarly,forhumanbrands,
there are darker elements,mistakes,misperceptionsorcontroversial eventswhichcandamage the
entire brandvalue.ThisShadowelementisgivensignificantfocuswithinthe new brandmodel to
provide clarityregardingthe realityof the brandsperceptionandtoallow marketerstoidentify
solutions totackle them.

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3. Research Methodology
The researchaimsto discoverhowhumanbrand perceptionshave beenformedandmaintainedand
proposesanewmodel tounderstandhuman brands.Consideringthatthe humanbrandsinquestionfor
thisresearch(Dalai Lama and DonaldTrump) are publicfigureswithresearchbeingconductedonthem
on a dailybasis,there isample verifiable datacollectedfromglobal organizationsaswell asofficial
governmentsourcesandreputablemediaoutletsindicatingtheirpublicperceptionandimage inaclear
way.The pollingresultshave beentestedandconductedbyexpertsinthe fieldandbyreputable bodies
such as governments,researchinstitutes andinternational bodies,all of whomare statedas acceptable
sources(Finfgeld-Connett,2013)
The core emphasistherefore isonthe critical analysisandunderstandingof thisdatato helpshedlight
on the central premise of thisresearchconcerninghumanbrandsandtheirpotentpowertoinfluence
consumers.Primaryresearchforthisparticularresearchwouldbe non-representativedue toa various
reasons:Boththe figuresinquestionare global personalitieswithmillionsof followersholdingstrong
opinionsanda questionnaire sample sizelessthanathousandat a minimumwouldbe extremely
limitingandnon-indicativeof masssentiments.The researchisanattempttounderstandthe mass
perception,consumptionaswell ascreationof humanbrandsandthus reliesonsourceswhichcandeal
withsignificantlylarge numberssuchasofficial sourcesaswell asthose presentedbyreputablemedia
and newssources.Primaryresearchwouldalsobecomeirrelevantinthe face of highcredibility
informationalready available andcouldsafelybe assumedasaninefficientuse of time.The focusis
therefore alignedwiththe aimsof the researchandreliessolelyonsecondaryresearchasconductedby
reputable sourcesaswell asa case studystyle dissectionof communicationsusedbythe humanbrands
inquestion.
The nextphase will utilize previousmodelsof understandingcommercial brandsandapplythemtothe
humanbrands inquestioninanattemptto illuminate the factorswhichare whichmake humanbrands
unique in differentcontexts.Thisthenbe followedbyresearchconductedinhumanbrandingwhich
have largelydealtwiththe attachmenttheoriesandhow idol worshipisformedaswell ashow political
brandsare createdand re-enforced.The modelsinuse will be Kapferer’sbrandidentityprismhowever
it will be modifiedandimplementedtofithumanbrands.Thisanalysiswill thenbe mergedinto Jung’s
archetypestoprove that a certainaspectis beingfocusedonanddevelopanew model whichformsthe
basisof the humanbrandand allowsfora clearerunderstanding.

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Varerkar’s Human Branding Model:

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4. Findings & Analysis
The humansbrands selectedforthisprojectwere DonaldTrumpandDalai Lama forveryspecific
reasons.Firstly,theyhave bothbeengloballyinfluential andhave strongpersonalitiesandan
infrastructure whichhelpedcreate andgrow theirbrand.Secondly,theypossessstarklydifferenttraits
and have juxtaposedworldviewsaswell asvariedbrandperceptionsglobally.Thirdly,theirimportance
and complex brandimage hasevolvedacrosstime periodsbuildingontheirprevioussuccessandclout.
Wheniconichumanbrands take centerstage,ithas oftenbeenthe case thatalongwithardentfans,
supporters,followersandwell-wisherscome the opposite sideof the spectrum.Iwouldlike topropose
withinthe newmodel todescribe brands,the figurative‘shadow’castbythemwhere theyhave
detractorsand people whofocusonthe negative elementsof the brandandtry to devalue them.A few
famouscasesinhistoryare Che Guevarawho isgloballyconsideredthe face of revolutionandjusticeyet
hisshadowside revealsthathe ishatedbymany forhis use of violence andbeingincharge of
executionsafterthe Cubanrevolution.Similarly,Michael Jacksonhasbeenaniconicmusicpersonality
and entertainerlovedall overthe worldyethisstrange behaviorandaccusationsregardingchild
molestationdamagedhisbrandandreputationinabigway.In more recentnews,TigerWoods,the
worldrenownedchampiongolferlosthisadvertisingsponsorshipcontractsafternewsof hisscandalous
affairsdamagedhishumanbrand in the eyesof consumersforwhomhe wasa role model.Fromthese
examples,we cansee thatpowerful andeveniconichumanbrandsinmostcasespossessa shadowside
and itwill be discussedinrelationtoDonaldTrumpand Dalai Lama to see itsfar reachingimplications.
The nextaspectto implementintothe model isthe ideaof Carl Jung’sarchetypesasappliedtobrands
to helpcategorize andunderstandhumanbrandsandtheirbehaviorwhichleadstotheirsetbrand
image andperception.
Donald Trump
DonaldTrump wasborn in1946 to a wealthyfamilyandbeganhisremarkable careerinNew Yorkwhere
he beganworkingforhisfatherin the real estate businessandsoontookoverafterhisfather’sdeath
(Thefamouspeople.com, 2016).He was responsibleforkeydevelopmentsandprojectssuchasthe
openingof the Grand Hyatt in1980 whichcatapultedhimtofame and broughtwithitcelebritystatus.
He has since beenlovedbythe mediaandhasmade regularappearancesontelevision.Biography.com
(2016) confirmsthatTrump has alwaysbeenapowerorientedbusinessleaderandcelebrity,possessing
an autocratic leadershipstyle.Hisextravagantlifestyle andoutspokenmannerhave earnedhima
celebritystatuswhichisamplifiedbythe successof hisNBCrealityshow,‘The Apprentice’whichalso
became an offshootfor‘The CelebrityApprentice’. He became aneverbetterknowncelebrityand
householdname inAmericaandaroundthe worldplantingthe seedfornew political ambitions.
DonaldTrump beganto showa keeninterestinAmericanpoliticsandmade hisinitial impactwiththe

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‘Birther’controversyregardingPresidentObama’scountryof birth.Hishighprofileclaimsand
investigationsgarneredasignificantamountof publicityforTrumpandresonatedwiththe Republican
voterbase (Newsmax,2016).He finallydecidedtorunfor Presidentof Americaandbecome the
frontrunnerforthe Republicparty.
Thisanalysistakesintoaccounthis3 periodsof transformation:Real-estate Businessleader,The
Apprentice TV ShowCelebrityandcontroversial Presidential candidate.
Physique
DonaldTrump hasbeenseeninthe mediafromthe periodof 1970 until the presentday.Inrecenttimes
since hisappearance onthe Apprentice,newschannelsandtalkshows,DonaldTrumphasalwaysbeen
seeninhistrademarksuitsandbrightlycoloredtiesaswell ashisunique anddistinguishablehairstyle
(Givhan,2016). Time magazine hasdiscussedTrumpsstyle of suitbeingover-sizedandoftenbroad
framedwithhisbrighttiesasbeingtoolongand have linkedittohisimage of beingapowerful
chauvinisticfigurerepresentativeof wealth,statusandmale dominance (Beckwith,2016). Hisrobust
physical demeanorandimposingheightof 6 feet3 inchescoupledwithhisstyle addtohisappearance
as a larger thanlife personalityreflectiveof hiscampaignmessaginginthe political arena.Hiswebsite
termshimas the “archetypical businessman”andthe “definitionof the Americansuccessstory”which
has beenhisdefiningelementof hisbrandandhisclothingandappearance playan importantrole to
sustainthatimage (Trump.com2016). He has drawnmuch attentionforhisphysical appearance and
lookwhichhave beeninterpretedbymagazines,newsandcomedyshowsandhave evenremained
distincttalkingpointsfordecades.He hasbeenparticularlytargetedforhisunique hairstyle andtanand
beenmockedacrossmanypopularAmericancomedyshowsforhisverydistinguishableandmemorable
appearance.
Duringhistime on The Apprentice,he used the signaturecatchphrase “you’re fired”while pointingat
the contestantwhowas to leave the show.Thisdistinctivegesture andpowerful bodylanguage
reinforcedhisauthoritative imageandsupplementedhisfledginghumanbrand.DonaldTrump’s
presidential nominationhasentailedralliesandspeechesgiveninfrontof large enthusiasticcrowdsall
of whichhave beennotablymarkedbyhisbodylanguage andhandgestures(Euronews.com, 2016).
Personality
DonaldTrump’spersonalityhasbeenthe subjectof discussionsince he became awell-known
personalityasareal estate businessmogul.He wasseenasa charismaticyoungbusinessmanwho
changedthe skyline of NewYork,brandishedhisname all overprime real estate andbeganexpanding
hisrange of influence intodifferentindustries. Hiscelebrityiconicstatushasalsoledto himbeinga
colorful andsociable personoftenseeninteractingwithotherhighprofilepersonalitiesaswell ashaving
several marriagestomodelscoupledwithnumerousaffairsbrandinghimawomanizer.Hisreputation
was furtherfueledbyhisnumerousaffairsandmarriageswhichbecame popularizedbythe media.
His best-sellingnovel ‘artof the deal’consolidatedhisimage asthe ultimate dealmakerwhose

24
intelligence,businesssenseandpersuasionpowermade himaninspirationandrole model foraspiring
businessmen.Followingthis,hischaracterbecame synonymouswiththatof a personwhoisdrivento
be successful atall endeavors.A revealingbiographyof DonaldTrumphascitedherpersonalityandlife
to be drivenbyego,ambition,moneyandpower(Kranish&Fisher,2016).
Her personalityreceivedmore mediaattentionduringhisappearancesonhissuccessful RealityTV
showThe Apprentice inwhichhisfamouspersonaof CEOof Trump had several highachieving
candidatescompetingtoworkforhim.Aninterestingarticleaboutthe personalityof Trumpinthe
Atlanticreportsthata Harvard psychologistclassifiedDonaldTrumpas“remarkablynarcissistic”while
anothersaidthat “so classicthat I’marchivingvideoclipsof himtouse inworkshopsbecause there’sno
betterexample of narcissism”(McAdams,2016) . The article thengoeson to pointoutthat Trump’s
behaviorthroughouthiscareeraswell ashispersonahas beenthatof inflatedambitionsandnarcissism
whichis“conceivedasexcessiveself-love andthe attendantqualitiesof grandiosityandasense of
entitlement.Highlynarcissisticpeopleare alwaystrying todraw attentiontothemselves.Repeatedand
inordinate self-reference isadistinguishingfeatureof theirpersonality.”(McAdams,2016)
Othersourcespointto hispersonalitybeingcalmunderpressure andbeingdecisive andauthoritative.
He has been famousfornotbackingdowninan argumentand neverapologizingforhismistakesor
offensive commentsshowcasinghisleadershipskillsbrandinghimselfasdecisiveandbold.
Culture
The effectof countryimage on brandimage ismoderatedbybothbrand and countryreputation(Hui &
Zhou,2003). In the case of DonaldTrump, he has come to representwhatisknownasthe American
dreamin hispre-electionyears reputation. Consideringthe unique historyof Americaandthe fact that it
was a newcountrybuiltonvaluesunique tothe worldatthe time,Historian JamesTruslow
Adamspopularizedthe phrase "AmericanDream"inhis1931 book Epic of Americawhere he affirmed
that “the Americandream,thatdreamof a landin whichlife shouldbe betterandricherandfullerfor
everyman,withopportunityforeachaccordingto hisabilityorachievement.”He goesontoadd that “It
isnot a dream of motor cars and highwagesmerely,butadreamof social orderinwhicheach manand
each womanshall be able toattain to the fulleststature of whichtheyare innatelycapable,andbe
recognizedbyothersforwhattheyare,regardlessof the fortuitouscircumstancesof birthorposition.”
In the case of DonaldTrump,he representedthisAmericanfantasyof becomingabillionaire inAmerica,
the landof opportunityandbeingcelebratedforit. Brands,whenselectinganame and image have
oftenhadto considerthe implicationsof the associationstheirconsumerswill make withthe countryof
origin.Inthe case of DonaldTrump, hisname has become synonymouswithAmerica,beingasuccessful
businessmanandaniconof capitalisteconomicswhichisone of the factorsshapinghispublicpersona.
His political ambitionsandcall toactionhas beencenteredonhiscampaignslogan“make Americagreat
again”whichseekstorestore national pride,grow Americapowerandinfluence andcommandthe
respectof the international community.Duringthe iconicelectionof PresidentBarackObama,Donald
Trump has shownhisresentmentwhichculminatedinthe ‘BirtherControversy’whichhe participatedin
from2011 until thisyearduringObama’sre-electionphase.TheycontroversyclaimedthatObamawas
not bornin Americaandthuswas not technicallyallowedtorunfor Presidentof the country.His

25
investigationandmediaappearancescaptivatedRepublicansandthe targetdemographicof voters
whichnowfindsappeal inhisnationalistic,right –winghumanbrandimage.
Self-Image
The relationshipDonaldTrumphaswithhiscustomersisveryunique andstriking.Hisname hasbeen
usedto signifywealthandsuccessandisusedto brand all hisvariousbusinessventuresandproducts
resultinginhiscommercial brandbeinganextension of himself,hishumanbrandandpersonality.
People whoconsume hisbrandare oftenfroma higherincome segmentandconsiderittobe luxury
brand consumption.
The grandiose of hisbrand andimage is apparentinhispricingstrategyandhighqualityof hisreal
estate projectsandotherventures.Whilethisaspectof appeal islinkedtohisbusinessbrandwhichhas
become inextricablyconnectedtohimself,hispresidential nominationistargetingadifferentbase of
people whofeeldisgruntledwiththe currentpolitical andeconomicsituationandwishto“make
Americagreatagain” incoherence withTrumpscampaignslogan.
Reflection
In the earlierdays,DonaldTrumpwasextremelypopularandadoredbycelebrities,politiciansand
businessmenaswell as regularconsumerstoaspiredtobecome like himorsimplyconsumedhis
products.Theirassociationwasone withluxury,successandambition.Followingthe successof The
Apprentice,beingassociatedwithDonaldTrumpwasmuchlike thatof a famousfilmstarwiththe
regularappealstocelebrityandstarstatus.
Howeverinrecenttimeswithhispolitical endeavorsandstrongshiftinappeal,he hasbeenperceived
verydifferently.Ithasbeennotedthathismainsupporterbase ispredominantlywhite males andthat
he “doesbetterwithlowerearning,lesseducatedvoters”whofeel threatenedbyimmigrantsandthe
currentstate of Americanpolitics(Gimein,2016).He is saidto alsoreceive votesfrommiddle class
workersaveraging$72,000 a yearof householdincome (Gimein,2016).As hiscontroversial comments
have causedwavesof anxietyaroundthe worldregardingxenophobia,aconsumerwhoassociateswith
the Trump brand physicallybyforexample wearinga t-shirtwithhisface onit or supportinghimpublicly
oversocial mediachannelsmaypossiblyfindastrongnegative reactionfromsegmentsof societythat
have more liberal views.Due tothe highimpactof hishumanbrand,associationwithhimwould
translate toassociationwithhisviewsandpolicyclaims.
Relationship
In an earlierperiod,he wasfamousforhisreal estate empire andcommunicatedhimself throughhis
real estate projectsbearinghisname.He waslovedbythe mediaandfeaturedregularlyininterviews
and general newscoverage. Hishumanbrandthenevolvedtohave agreaterfocuson hisimage by
launchingthe hitTV show‘The Apprentice’inwhichcontestantcompetetoworkforDonaldTrump and
face himafter eachepisode of testscreatedtojudge theirbusinessandmanagerial acumen.“InTimeto
Get Tough,a bookhe publishedin2011, Trump wrote that he did The Apprentice“not for the money,

26
mindyou,but because itcreatessucha powerful brandpresence andisalot of fun to do.”He usedthe
showas an opportunitytoshowcase himself andenhance hisbrandimage aswell asthatof his
associatedpropertiesandproducts.Thiswasconsideredaningeniousmarketingeffortandan
innovative waytoincrease brandequityandpromotionwhilesimultaneouslygeneratingrevenue.
Trumpsforay into mainstreamrealityTV alsoputhiminfrontof millionsof viewerswhobecame
conditionedtoseeinghimasan authorityfigure whohasbeenlargelysuccessfulandlivingoutthe
maximumpotentialof the Americandream.Manyhave speculatedthatThe Apprentice actuallygave
himthe popularityandfamiliarityhe requiredtorunfor the office of Presidentof Americain2015.
Aboutrunningforpresidentthere wereclaimsthatthiswasa marketingexercise toboostthe Trump
brand.He howeverconcludedthatitwasirrelevantforhisbrandwhichhe consideredalreadypowerful.
A remarkable aspectthatmade DonaldTrumpa sensationwasthe use of hisTwitter(Petulla,2016).It
was discoveredthathismore aggressiveandcontroversialtweetswere sentbyhimpersonallywhilethe
more general oneswere sentbyhisstaff (Griffin,2016).Trumpwas saidto have receivedgreatexposure
and couldevendefendhimself againstattacksbytweetingaboutit(PoliticoMagazine.,2016).He
currentlyhasover12 millionfollowersonTwitter.
Duringthe course of hisshort political career,he hasusedthe usual toolsof the trade such as rallies,
speeches,debates,mediainterviewsandpolitical advertisements.
Archetype
The brand archetype can be definedbasedonfindingthe threadthatrunsthroughthe different
elementsof the brandidentityprismuponanalysis.Humanbrandstendtobe far more complex and
multifacetedwhichisakeyfactor indifferentiatinghumanbrandsfromcommercial brandsandtheir
general one dimensional approach.
DonaldTrump hasbeentoutedthroughouthisprofessionalandmediafocusedlife asapowerful brand
inand of himself andmaintainedhisimageof anambitiousreal estate mogul anddefinedhisinitial
archetype asa Magician.He oftensaidthateverythinghe touchedturnedtogoldandcitedmany
famousreconstructionprojectswhichbecameiconicinNew York.He alsoexpandedhisbusinessinto
variousdifferentindustriesandbecame asuccessful TV star and celebrity.
The nextarchetype whichhe resonatedwithaftertastingearlysuccesswasthatof the Ruler. This
archetype hasbeenre-enforcedbyhisrepeatedcommunicationof himbeingthe bestinthe businessas
well ashisimage inThe Apprentice whichfurtheraddedtothe perceptionof himbeingthe Bossand
decisionmakerwhojudgesthe contestantswithhisnow famousandiconicphrase “you’re fired”.
He has repeatedlypositionedhimself asanauthorityandhas made no attemptstohide hisambitionsto
secure greaterpower,influenceandcontrol whichculminatedinhisannouncementtorunfor the most
powerful positioninthe world,the Presidentof Americaunderthe republicanpartybanner,while
havingnoexperienceinpoliticswhatsoever.He has oftencitedhisMagicianlike abilitytotransform
Americaintoa winnerashe has done inhislife withall hisprojects.

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While embarkingonthisjourneytowardsbecomingthe republicannominee,he hadto differentiate
himself fromthe otherrepublican nomineesandcreate aniche brand withinthe political contextina
disgruntledAmericanpublic.Hisentrance wasmarkedwiththe Outlaw/Rebel Archetypeandhis
communicationandanticsresonatedwithone whoisnotpart of the establishment,isthere to
overthrowthe currentsystemandcreate a new one in hisownimage,leveragingonhisprevious
businesssuccess.Thisdifferentiationprovedveryusefulashe wasconsistentlyseenasthe candidate
whois unconventional anddifferentwhichhelpedhimsecure astrongbase of voters.Uponsecuring
these voters,he embarkedonanewjourneywhere he andhissupporterscouldnow change America
and inessence “Make AmericaGreatAgain”,hiscampaignslogan.Once thisphase wascompletedand
he finallysecuredthe Republicannominee,now facingoff againstthe democraticcandidate Hilary
Clinton,hisarchetype hasreturnedtothatof the Rulerandleaderof the Republicanpartywith
elementsof hisrebelliousnature supplementinghisimage. DonaldTrump’saspirationandpurpose isto
consolidate more power,influence andwealth.Hiscurrentgoal istobecome the Presidentof America
and to promote the Trumpbrand.
Shadow
In thissection,the implicationsof takingapositionorcommittinganactionand the negative fall outasa
resultisdiscussed.Inthe case of all human brands,thisisan inevitable partof theirexperienceasis
figurativelyknown,everylightcastsa shadow.Inthe same way,whena humanbrand buildsupequity
and supporters,there will be those whofall awayfromthe brandor have a strong resentmentoranger
towardsit leadingtoa negative correlation.DonaldTrumphaswonthe supportof many American
votersbutin the processof leaningtowardsone side andrepresentinghisbrandinacertainway, he has
beenostracizedandreceivedanegativefeedbackfromothers.Iwill discussafew keypointsleadingup
to hiswinningthe nominationof Republicannomineewhichhave definedhisshadow sideanddamaged
hisoverall brand.Thishasresulted istangible lossesforhiscompanywhichisentirelylinkedtohis
humanbrand and whichhasbeena bigfactor inhissuccessthus far.
Duringa speechinimmigrationpolicy,DonaldTrumpspecificallyreferredtothe issue of Mexicans
illegallycrossingthe borderintoAmericaandtakingAmericanjobsaswell ashavinga highrate of
criminals(Gabbatt,2015). In an attemptto galvanize xenophobicviewsheldbyhisconstituencyand
voterbase,DonaldTrumpgave a controversial speechonthe subjectinwhichhe referredtoMexicans
and said“theyare bringingthose problemstous.Theyare bringingdrugs,andbringingcrime,andtheir
rapists”(Gabbatt,2015). As a solution,he putupa planof buildingawall acrossthe entire borderto
keepillegalMexicanimmigrantsoutof Americamuchtothe dismayof the Latin Americancommunityin
Americaas well asaroundthe world(Gabbatt,2015). The newsstorybecame controversialandbrought
ina lotof negative responsesacrossthe mediaaswell asacross social mediachannels(Tesfaye,2016).
The backlashof that waswidespreadcriticismandMexicans,SouthAmericans,Liberalsandthose
supportingimmigrationaroundthe worldtohave a negative perceptionof hishumanbrand.Thisresult
culminatedinhisplannedvisittoMexicotomeetwiththe presidentwhere he wasmetwithprotests
and outrage fromthe Mexicanpeople andprominentgovernmentofficials(Tesfaye,2016).
As part of a similarattempttogalvanize votersstrongnegativesentimentstowardsMuslimsafterthe
9/11 terroristattacks and the proceedingWaronTerror, he has alsotargetedthe Muslimcommunityin
hisspeechesandclaimedthathe wouldbanthemfromenteringthe countryandimpose stricterrulesto

28
increase Americansafety(Burns,2016). Thisledto a backlashfromthe global Muslimcommunity
perceivinghimasspreadingIslamophobiaaswell asaccusationsof himdemonizingareligionand
communitysimilartohowHitlerhaddone withthe Jewsbefore WorldWarTwo(Burns,2016). These
controversial remarksalsoreachedtheirtippingpointwhenthe Khanfamily(parentsof afallenMusim-
Americanarmycaptainwho diedinthe Iraq War) spoke out againstDonaldTrumpat the Democratic
National Convention.Trumprespondedbypointingoutthat Mr. Khanswife “hadnothingto say.She
probably,maybe she wasn’tallowedtohave anythingtosay.You tell me.”Hisinsinuationof the
diminishedrole of Muslimwomentriggeredthe oldIslamophobiaaccusationsandcreatednegative
publicityforthe Trump brand.
DuringDonaldTrump’srallies,there were caseswhenhe instigatedthe crowdtouse physical violence
againstdissentersinthe crowdaswell asgoingso far as advocatingthe use of firearmsagainsthis
opponentHillaryClintonif she wastobeat himin the final race (Howell,2016).This hasresultedin
damaginghisbrandvalue as well andhada global impactonhow he hasbeenperceiveddrawing
parallelswithfascistideologywithaggressiveelements.
In fact,hisco-authorTony Shwartzwhospenda significantamountof time withhimwritingDonald
Trump’sfamousbook‘the art of the deal’hasmade claimsthat “I genuinelybelieve thatif Trumpwins
and getsthe nuclearcodesthere isan excellentpossibilityitwill leadtothe endof civilization”(Cain,
(2016).
DonaldTrump beingahumanbrand himself aswell asbeingconnectedtohiscommercial brandinsuch
a strong wayhas resultedinseveral negativeresultssuchasa 14% reductionof customervisitstoTrump
propertiesinAmericaaccordingtoMSNBCfrom an analysisconductedbythe social networkingcheck-in
app Foursquare (Medium, 2016).Due to the backlashtohisprovocative comments,he alsolostlucrative
dealssuchas Univsiondeal,Macysdeal and The CelebrityApprentice withthe NBCNetwork (Bukszpan,
2015).

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Dalai Lama
TenzinGyatsoisfamouslyknowninthe worldtodayas HisHolinessthe 14th
Dalai Lama of Tibet,a title
whichmeansoceanteacherimplyinghisvastresource of wisdomandcompassion(Otero,2010).In
Tibetanculture,the Dalai Lamais selectedasaspiritual headandleaderof the people andisbestowed
withpowerssimilartothe Pope of Catholicismaswell asthe Prime Ministerof amodernnation
entwinedinone person(Otero,M.(2010)). In orderto understandthistradition,itisnecessaryto
understandcertainaspectsof TibetanBuddhismandtheircultural practices.The Dalai Lamais
consideredtobe a reincarnationof the bodhisattvaof compassiontakingforminhumanlivestoguide
and protectthe Tibetanpeople andisthe 14th
of hiskindwiththe 13 previousDalai Lamaspreceding
himand rulingoverTibetforcenturiesinanunbrokenlineage(Bbc.co.uk.,2016).The heirto the throne
isselectedinaunique waywhere the previousDalai Lamanotifieshismonksthathe will reincarnatein
a certainlocationafterwhichchildrenfromthatareaare testedinvariouswaysbyseniormonksto
ascertainwhethertheyare the chosenone toleadthe Tibetanpeople.Inthisway,the traditionof
spiritual andpolitical leadershiphascontinuedwiththe currentDalai Lamabeingthe 14th
incarnation
(Bbc.co.uk.,2016). Withinthe varioussectsof TibetanBuddhism, the Dalai Lamabelongstothe Gelugpa
traditionalsoknownas‘YellowHat’due to the headgeartheyadornduringceremonial practices
(Bbc.co.uk.,2016). Thus,withinTibetthe Dalai Lama hasa demi-godstatusandisworshippedbythe
people andreferredtobythe honorifictitle:HisHoliness(Otero,2010).
As part of the Tibetanfreedommovement,awide networkof Tibetanorganizationshave coordinated
theireffortstoraise awarenessaboutTibetanissueswhile utilizingthe pristinereputationof the Dalai
Lama to initiate several campaigns(Freetibet.org.,2016) beingpartof the structural processwhich
supportshisactivitiesalongwiththe exiledCentralTibetanAdministration.Forexample,Free Tibet
initiatedacampaignforworldleaderstomeetwiththe Dalai Lama despite Chineseeffortstothreaten
economicsanctionsonanyone thatdoesso.
In 1959 aftera dramatic seriesof eventswhichledtothe Chinese invasionof Tibet,the Dalai Lamafled
Tibetand arrivedinDharamsala,Indiatosetup the TibetanGovernmentinExile andlivedunderthe
protectionof the IndiangovernmentwhileChinatookovercontrol of Tibetaspart of itsofficial territory
declaringacommunistrevolutionandgovernmenttakeover(Otero,2010).Since that point,the Dalai
Lama and the Tibetangovernmentinexile have beenworkingtowardsnegotiatingwiththe Chinese for
greaterautonomyforTibetand reachingoutto the international communitytosupportTibetan
freedomandraise concernsoverhumanrightsandenvironmentaldamage.Overthe years,the Dalai
Lama has become aninternationallyrecognizedfigure withvastsupportfromcountries,celebritiesand
communitiesall overthe world.He reveredasa compassionate leaderandrepresentative of Buddhism
inthe internationalcommunitywhile havinganaffinitytowardsreligiousharmonyandaccepting
mainstreamscience asworkinginsynergywithreligion(Bbc.co.uk.,2016).
In 1989, the Dalai Lama receivedinternational attentionandafloodof supportafterreceivedthe Nobel
Peace Prize for"the struggle of the liberationof Tibetandthe effortsforapeaceful resolution"and"in

31
part a tribute to the memoryof Mahatma Gandhi"(Nobelprize.org,2016).The associationwith
Mahatma Gandhi,hisnon-violentapproachtowardsthe Tibetanliberationmovementandhighlighting
the sufferingof the Tibetanpeople consolidatedthe humanbrandof the Dalai Lama whichhas persisted
fromthat pivotal momentuntil today (Bbc.co.uk.,2016).He has alsoproclaimedthathe now followsthe
Middle Wayapproach (a systematicwayof thinkingprescribedinBuddhismtoavoidextremepositions)
and feelsthatTibetcanremaina part of Chinaprovidedthathispeople are free topractice Tibetan
culture alongwiththe language andtraditionsandif humanrightsviolationsandsubversionbythe
Chinese governmentare addressedandresolved(Dalailama.com.,2016).Thisideaof mutual benefit
and peaceful co-existence hasbeenamessage the Dalai Lamahas repeatedoverdecades.
The approach of thisanalysiswillbe froma perspectivethattriestopainta holistic,macropicture
highlightingspecificelementsof the humanbrandforsimplificationandease of understanding.The
Dalai Lama’s traditional andmodernaspectswhichmake upthe core of the brand are exploredandthe
timelineusedishisentire life until 2016 witha focuson the media –centricmomentswhichcame into
the publiceye stirringacclaimorcontroversyasthese are the keyinfluencersinshapinghishuman
brand perception.
Physique
The Dalai Lama has beenfamouslycladinTibetanmonkrobessince hisearliestdaysasit isa part of the
Tibetanculture andtraditionsformonks.The basicrobe is a strongsymbol of theirsimplicityandnon-
attachmentto the material aspectsof societyaswell asa signifierof theirmonasticvows(Samphel,
1988). His monasticlife hasalsomeanthissimple appearance,baldinghead,spectaclesandprayer
beadsconsolidate hisimage of aspiritual personalityandamonkamong consumersof hishumanbrand.
His Tibetanaccent,simplifiedEnglish,playfulhandgesturingandtrademarklaughterhasalsobeena
notedpart of hischarisma as Isabel Hiltonconfirmsinthe New Yorker,"Itiscertainlyanagreeable
laugh.It isa great full stopof a laugh,puttinganendto furtherpursuitof a line of inquiryanddeflecting
impertinence andhostility."(source 4)
Personality
The personalityof the Dalai Lama,apart from hisstature inthe worldasa spiritual leaderhasbeena
great source of hischarisma andappeal.He is famousforhisboutsof joyful laughterandlight
heartedness,atrademarkof hisinternational appearanceswhichputsthe audienceateach.He isseen
to have an exaltedstatusasa leaderof hispeople yetproclaimsthatfirstandforemosthe isa downto
earth“simple Tibetanmonk”showinghishumility. The Dalai Lama has beendescribedas“impish,self-
deprecatingandaninfectiousgiggler”and“an unorthodox exemplarwithaninsatiablescientific
curiosity”who“isprone to choose science...whenscience contradictfaith"(Hays, 2016).

32
The Dalai Lama frequentlygivestalksall overthe worldandisgreetedbydevotees,fansandwell-
wishersinthe same waya celebrityiconisreceived.Histeachingsoncompassion,non-violence and
tolerance have resonatedwithsomanypeopleacrossthe worldthatishas beggedthe questionasto
whyhissimple teachingsare greetedwithsuchanimmense response.The answerliespartlyinthe way
hishumanbrand isperceivedandthe adorationof hisstrongcharacter and valuesasexemplifiedover
the course of hislife (Freyfus,2016).“The experience of seeingapersonwhohasdevotedhimself tothe
well-beingof hispeopleandhence whose life istoa large extentinagreementwithhiswordsisitselfa
great source of inspiration”(Freyfus,2016.Pp. 5). Thisshowsthat hischaracter andlife have infused
powerinhissimple teachingstobe perceivedasmore profoundandempoweringtolistenersandadds
to hishumanbrand value.Whenthe Dalai Lama showspeople anew pathanda new perspectivefor
theirlives,people respondtohisvibrantcharisma,compassionandcommunicativeskills (Freyfus,2016)
Culture
Dalai Lama and the rich heritage of TibetanBuddhismandBuddhismingeneral have become
inseparable.Hisentire humanbrandisbasedonhimbeingthe leaderof the Tibetanpeopleaswell asa
worldrenownedBuddhistmonkwhopracticesthe central tenetsof Buddhism, namelycompassionand
non-violence aswell asadvocatingthe practice of mindfulnessandmeditationonaglobal scale.(Hays,
2016)
His culture hasbeenhisdefiningqualityashe isreveredwithinTibetastheirspiritual leaderandiseven
worshippedbymany.Internationally,he isrespectedforhisblendingof moderndemocraticvalueswith
the principlesof Buddhism (Samphel,1988).Due to the contextand situationof Tibetwhere theironly
hope of increasedautonomyandanychance of cessationfromChinaisdependentonpressure fromthe
international community,the Dalai Lamaseffortsfocusonbringingawarenessof the Tibetancause by
usinghispowerful humanbrandisthe accusationmade byChinawhohave referredtohimas ‘a wolf in
monksclothing’indicatingthathe hascreatedan associationbetweenhispositive imageandthatof
Tibetas an innocentnationof compassionatemonks oppressedbyamilitant,communisticchina
(Phayul.com,2016).
ConsideringTibet’sgeographicandeconomicisolationinthe pastandthe fact that itis basednearthe
snowclad mountainsof the Himalayaswitharich traditionof monasticlife andBuddhism,Tibethas
oftenbeenviewedasamythological equivalentof paradise whichhasmanagedtosteerclearof
capitalismandmaterial over-consumptionleadingtothe preservationof itsnatural environmentand
rich heritage (BBC2010). Tibetalsomanagedto capture people’simaginationtothe pointof becominga
topicof interestforthe westespeciallysince theyhave movedfurtherawayfromspirituality.Inhisbook
Prisonersof Shangrila,Lopez(1998,pp. 8) referstoTibetbeingviewedas "cure foran ever-ailing
Westerncivilization,atonicto restore itsspirit." Thispositivenationalimage hasbeenfurtherleveraged
and highlightedbythe Dalai Lamasassociationandpropagationof the Tibetanwayof life.
It isimportantto note that the Dalai Lamas cultural significance hasmanyaspectsasrelatedtothe
Tibetanpeople aswell asadifferentperspective inthe international community.Hisdemi-godstatus
amongTibetanshasledto himbeingworshippedbyalarge groupof the populationwhowouldkeep a
photoof himintheirBuddhistshrinesinthe same waythatChristiansall overthe worldwouldadorn

33
photosof JesusChrist(Lopez,1998). Chinese suppressionof the Dalai Lama andTibetantraditionshave
amplifiedthe longingforthe returnof the Dalai Lama to Tibetandhe acts as a pivotal linkbetweenthe
people andtheirculture andreligion.Thislove andadorationhasmanifestedinhisphotoandworship
beingbannedwithinChina-controlledTibetevenbeingpunishablebyimprisonmentillustrating his
significance andimpactforTibetanpeopleandthe threathe possessestoChina.“The overwhelming
majorityof Tibetanprotestsare peaceful,followingthe pathof non-violence establishedbythe Dalai
Lama.” Despite the harshpunishments“people walk calmlydownthe streetwiththe Dalai Lama's
bannedimage”,(freetibet.org,2016)
He is alsoseenasa Traditionalistwithhislinktothe yellow hatsectof TibetanBuddhismandfulfillshis
role by leadingthe famousKalachakrainitiationceremonies,a setof complex esotericTibetanBuddhist
practiceswhichconferblessingsandinclusionintothe sect,heldpubliclyall overthe worldasan annual
event(BBC,2010).
In the international community,he ishailedasacharismatic,intelligentandbenevolentgloballeader
whotravelsthe worldgivinglecturesonthe importance of compassion,non-violence,forgivenessand
tolerance.
SelfImage
TibetanswithinTibetandaroundthe worldfindtheirconnectiontotheirculture andcountrybykeeping
alive theirtraditions,language andreligion.The Dalai Lamainstitutionbeingacentral andpivotal partof
theircultural dynamichasresultedinthe worshipandadorationof theirleaderasbeingapart of their
identityandwhotheyare (BBC2010). Similartohow devoutCatholicsmayfindthemselvesconnected
to the Pope,Tibetansconsiderthe Dalai Lamaas a central part of theirbelief systemandidentity.
In the international communitywiththe propagationof modernBuddhismbeingstrippedof itscultural
trappings, Westernerstendtosee himasan iconicrepresentationof Buddhistvalueswhichare opento
reformationbasedonthe currenttime periodanddiscoveriesinscience(News.bbc.co.uk.,2016).The
Dalai Lama has oftenreiteratedthathe doesnotwishtoconvertanyone to Buddhisminareligious
sense andpreachestolerance of differentfaiths.Hislecturesoftenconsistof universallyapplicable
valuessuchas compassionandnon-violence (Dreyfus,2016).
Reflection
The target consumersof the Dalai Lama brand can be quite diverseashisuniversal message andappeal
isapplicable toall people of differentfaithsandnationalitiesandhasbecome more of a spiritual brand
(ReligionDispatches,2014).However,hisappeal liesinhishumanisticandmoral valueswhichappeal to
the conscience of people.He istherefore targetingpeopleof all ages,religionsandnationalitieswhocan
grasp hismessage andfindthemselvesalignedtohisgeneral cause of increasingcompassion,solving
problemsbyusingnon-violence andbeingtolerantof one anotherinapeaceful manner(Psychology
Today,2016). Otherswho maybe interestedinmeditationandlearningfurtheraboutBuddhismare also
a prime targetmarketfor several bookshe haswrittenonthe subject.Consideringhisprinciplesandthe
principleswhichhe espouses,adherentsof the Dalai Lamahumanbrand mustshare some or all of his

34
valuesorat leastaspire tothemotherwise theywouldbe incompatible (PsychologyToday,2016).
On the otherhand,histraditional practice appealsdirectlytoTibetanpeopleseekingtopreserve their
ownculture and findthe Dalai Lama as a symbolicrepresentationof the Tibetanwayof life (Samphel,
1988). For themto relate tothe Dalai Lama wouldbe consideredanormal practice while those who
denounce himorspeakagainsthimwouldbe seenasostracizedfromthe largelypro-Dalai LamaTibetan
communityandwouldusuallybe assumedtobe eithersupportiveof Chinese rule ordisenchantedby
the Dalai Lamas middle pathanduse of non-violence inincreasingTibetanautonomy.
Relationship
The Dalai Lama has developedaveryspecial kindof relationshipwithhisfollowersandfansalike.The
humanbrand isthat of a leader,teacherandguide andhisconsumersare studentsgaining fromhis
insightsandwisdom.Thisrelationshiphasbeendefinedthroughhiscommunicationwithhisconsumers
throughvariousmeans.
The Dalai Lama has traveledextensivelyvisitingover52 countriesandmetwithinfluentialpeople such
as presidents,primeministers,Kings,religiousleaders,scientistsandcelebrities.“He hasauthoredover
50 booksand receivedover57honorary doctorates,awardsandprizes,includingin1989, the Nobel
Peace Prize”(Nobelprize.org.,2016).His variousbooksdetail his experiencesandTibet’scultural and
religiouspracticesaswell asmore detailedexplanationsof TibetanBuddhismillustratinghissage-like
wisdomanddeepknowledge of Buddhism.
The Dalai Lama has alsometand charmedseveral prominentcelebritiesacrossHollywood,Bollywood
and the musicworldwhohave supportedthe movementforincreasedTibetanautonomy(Baria,2016).
The BritishcomedianRussell Brandsaid"He'sanamazingdiplomat,anincredibleactivist,awonderful
humanbeingandan inspiration tousall,"(BBCNews.,2016). Afterhismeetingwhile Hollywood
celebrityRichardGere,he said"Itcompletelychangedmylife the firsttime Iwasinthe presence of His
Holiness.Noquestionaboutit(Barlow,2014, pp.33).
There wasevena Free Tibet concertheldtoraise awarenessof the issue featuringprominentmusicians
such as the RedHot Chili Peppers,Radiohead,R.E.Mand Beckamongothers(RollingStone.,1996).
These celebrityendorsementshave alarge impactonreachinga wideraudience bythe association.In
recentnews,LadyGaga endorsedandhostedthe Dalai Lama at an international conference tothe
outrage of the Chinese governmentwhichresultedinthe cancellingof herconcertinChina(Phillips,
2016).
The Dalai Lama has alsoacknowledgedthathe hasspenta great deal of time withprominentscientists
and stated:“I am deeplyindebtedtothe hoursof generoustime spentwithme byCarl vonWeizsacker
and the late DavidBohmboth of him I considertobe my teachersinquantummechanicsandinthe field
of biology,especiallyneuroscience bythe late RobertLivingstone andFranciscoVarela”
(Dalailama.com.,2016). Drawingonkeennesstomerge science andreligion,specificallyBuddhismand
hisabilitytoadapt tomodernunderstanding,the Dalai Lamahasalsopubliclyclaimedthat“If scientific
analysiswere conclusivelytodemonstratecertainclaimsinBuddhismtobe false,thenwe mustaccept
the findingsof science andabandonthose claims”(Dalailama.com.,2016).

35
Social mediahas transformedcommunicationsandallowedthe publictointeractandconnect with
humanbrands.In the Dalai Lamas case, he joinedtwitterin2008 and gaineda large fanfollowingover
the years.In fact,in 2014 he became the mostfollowedtwitteruserinIndiaovertakingthe hugely
popularprime ministerof India,NarendraModi (Dutta,2016). The Dalai Lama currentlyhas over13
millionfollowersonTwitterandregularlytweetsaboutcompassion,tolerance andnon-violence.

36
The international CampaignforTibet (2016) conducteda poll acrosscountriesinEurope and inAmerica
so ascertainwhorankedthe highestamongNoble Peace Laureatesinthe valuesof humility,peaceand
non-violence.The resultsindicatedthatDalai Lamahad the highestvotesamongall countriesbeating
out the othercandidateswhichincludedMalalaYousef,BarackObamaand DesmondTutuamong
others:France (54%),Germany (50%),Netherlands(31%),UK(33%),Italy(57%) and America(36%)
The Dalai lamawas alsotoppedthe listasthe mostadmiredmaninMexico(Tibet.net.,2016) as well as
a listof the world’s100 mostspirituallyinfluentialpeople (Tibet.net.,2016) indicatingthe powerand
reach of hishuman brandpower.
Archetype
TenzinGyatsowas broughtintoa role of leadershipata veryyoungage and thisbeganinhis earlylife
(withoutachoice inthe matter) as the fourteenthDalai Lamaof Tibet. Thispowerful positionasthe
chosenleaderautomaticallycasthimas the RulerArchetype formuch of hislife.He wasbestowedgreat
poweroverTibetnotonlypoliticallybutmore importantly,spiritually.Thisgrantedhimstatustobe
consideredaRulerbutalsoa Sage as he was requiredtoconductextensive studyanddevelopthe
qualitiesof Buddhist leadership,namelywisdomandcompassion.Hisrole inpolitical mattersceasedto
effectivelyexistwhenChinatookoverTibetin1959 and remainedonlyanaspirationhenceforthwith
the exiledTibetangovernmentbasedinIndiaandrecognizedbyfew inthe international community.
However,Tibetansstill consideredhimanauthorityasdidthe rest of the worldwithhisincreasing
popularity,consolidatinghisarchetypeandinfluence.

37
As an international cultural icon,the Dalai Lamahasin recenttimesrelinquishedhispoweroverTibet
and has takenonthe archetype of the Caregiverwhose primaryconcernistospreadhappinessand
compassionall overthe worldwithanaimto alleviate suffering.He publiclyannouncedin1993 that
“We have recentlyembarked onchangesthatwill furtherdemocratizeandstrengthenour
administrationinexile.Formanyreasons,Ihave decidedthatIwill notbe the headof,or playanyrole
inthe governmentwhenTibetbecomesindependent(Dalailama.com2016).
His aspirations andpurpose canbe seentomake themselves apparentbyhisactions.Hisdutiestothe
Tibetanpeople andtoregainautonomyforTibetwhichiscurrentlyunderthe irongripof China.His self-
professedaimistospreadcompassionandreligiousharmonywhilepromotingpositivehumanvalues
aroundthe world.
Shadow
While the Dalai Lama has hada largelypositive receptioninthe world,there have beencasesandevents
whichhave strainedhispowerfulhumanbrand.Due tothe political situationbetweenChina andTibet,
Chinese authorities have oftenblamedandaccusedthe Dalai Lama as a ‘splittist’,traitor,hypocrite and
secretinstigatorof violenceandprotestsinTibetandaroundthe world.Theyhave oftenprojectedhim
as a ‘wolf inmonksclothing’ classifyingall hisdeedsandwordsassubversivepropagandaaimedat
Tibet’sseparationfromChina(Phayul.com.,2016).Theyhave also systematicallyimplementedapolicy
wherebycountriesthatmeetorsupporthimwill face economicpunishmentanddiplomaticissueswith
Chinaand celebritiesare oftenbannedfromenteringChinaonce meetingwiththe Dalai Lama(Fuchs&
Klann,2013).
WithinTibetan Buddhism’s sub-sects,thereisapractice where the worshipof a wrathful spiritdeity
namedDorje Shugden,consideredaDharmaprotectorof Buddhismiscarriedout(Reuters,2016).
Controversially,afterfollowingthe practice fordecadesthe Dalai Lamarenouncedhisaffiliationwiththe
worshippingof thisdeityandbanneditspractice officiallyevenrequestingthatfollowersof thissectnot
attendhisgatherings.Thiswasmetwithprotestsduringhisvisitsaroundthe worldandaccusationsof
hypocrisy(Reuters,2016).The protestershandedoutleafletsexhortingthatthe Dalai Lama is “firstand
foremostapolitician andusesthispositionasaveil toconceal histrue actionsand intentions,exploiting
hiscelebritystatustofurtherhisownpersonal andpolitical ambitions”(MorningNewsUSA.,2015).
There have beenaccusationsmade byDalai Lama supporters thatthese protestsare part of Chinese
propagandaeffortstoundermine hisreputationandgenerate negative publicity.
Duringmajor protestsinTibetduringthe 2008 BeijingOlympics,aclashwithChinese authorities
resultedinmanydeathsandimprisonmentsaswell aswidespreadviolence anddestruction.Asreported
by the BBC (2008), inresponse tothis,Chinese seniorofficialsaccusedthe Dalai Lamawiththe
inflammatorystatement:"There isample factandplentyof evidence provingthisincidentwas
organized,premeditated,mastermindedandincitedbythe Dalai clique.Thishasall the more revealed
the consistentclaimsbythe Dalai clique thattheypursue notindependence,butpeaceful dialogue,are
nothingbutlies."
A central principle of Buddhismisnon-violenceandcompassionforsentientbeingsandisoften
preachedbyhim.Yet,The Dalai Lama’s dietincludesmeat(he hasclaimeditisbecause hishealthwas
ailingduringaperiodof vegetarianism) whichhasreceivedaccusationsof hypocrisyfrompeople suchas
Paul McCartney since manyBuddhistspractice avegetariandietinaccordance withthose principles

38
(Hays,2016).
Regardinghisreincarnation,he statedthe nextDalai Lamacouldbe a womanbut she wouldhave tobe
attractive otherwise therewouldbe “nouse”.Thisstatementtriggeredreactionsonsocial mediaasa
sexiststatementandcast the Dalai Lama in a negative light(Reuters,2016).

40
Final Analysis
The VarerkarHuman Brandingmodel hasbeena useful tool to analyze andinterprethumanbrands
while clearlyindicatingthe keycharacteristicsanddynamicsatplay.While some mayfeel thatitis
cynical to classifypeopleasbrands,ithas beenclearlyillustratedthroughthisexercisethatpeople in
fact do functionaspotentbrandswhichhave the capacityto form consumerattachments.Consumers
can be manipulatedandsteeredbythe use of variedcommunicationtoolsandtacticswhichare
maintainedandfacilitatedbymodernmasscommunications.
While there isa critical viewtakenof how these processesoccur,itisevidentfromthisdeconstruction
usingthe model thatovera periodof time,humanbrandsmay notbe able tohide theirtrue nature and
become exposedtothe viewof the public.The juxtaposedhuman brandsof the Dalai Lama whohas
come to representhumanqualitiessuchaslove andcompassionasopposedtoDonaldTrump’s qualities
of egoand ambitionlayinstarkcontrast.It has alsobeenshown,consideringthe amountof influence
and powerwieldedbyboththese famouspersonalitiesthaticonichumanbrandsrepresentmore than
commercial value,entertainmentandcultural transformationbutthattheymayrepresentthe very
nature of theirconsumers.
The mediarole inthe creationand sustenance of abrand isalso an importantfactor.DonaldTrump’s
successfor example wouldhave beenimpossiblewithoutthe amountof newscoverage he receivesby
the Americanmedia.

41
5. Conclusion& Recommendations
Withan in-depthreviewof the literatureinthe field,itbecame apparentthatbrandinghasspreadfrom
the commercial sectoras itwas previouslyunderstoodintothe fairlynew studyof personalbrandsand
humanbrands.Personal brandstendtobe ona muchsmallerandmore personalizedscale where itis
appliedtopeople tohelpthemstarta business,increase employability,positionthemselvesasartists
and a wide range of fields.Thiscloutonce increasedmayreacha muchwideraudience andreceivethe
attentionof the mediawhichcreatesmassawarenessof the personallowingthemtowielda
significantlylargerinfluence andcapacitytoimpactpeople.The trulypowerful humanbrandsthengo
on to become iconsandhelptodefine andshape culture dependingontheircontextandimpact.This
studyaimedtocreate a newmodel thatfocusesonthe largeraspectsof prominenthumanbrandsand
allowsmarketerstoanalyze andunderstandthe mechanicsandimpactof theirbrand to provide
organizational clarity.The ‘VarerkarHumanBrandModel’usesa modifiedversionof the Kapferers
Brand IdentityPrismchangingeachfactortofit humanbeingsinsteadof commercial brandswhile
utilizingCarl Jung’stheoryof Archetypesasappliedtobrands.Thisisthendiscussedwithanimportant
addition,whichisthe Shadowaspectof prominenthumanbrandswhichcoverstheirnegatively
perceivedelements.Asillustratedwiththe analysisof Dalai LamaandDonaldTrump, the model is
extremelyversatileinitselementsandcanbe usedto fitprominenthumanbrandsacrossthe spectrum
fromaltruistictonarcissisticbrandsandeverythinginbetween.The model wouldbe applicable toany
famouspersonalitydeadoralive acrossanytime periodandwouldhelpprovide aholisticunderstanding
of the differentelements whichconstructthe complexhumanbrandandtheirrelationshiptotheir
target audience andthe world.
On a practical level,the model wouldshedlightonhumanbrandsandallow theirimage tobe carefully
handledusingthe analysis.Forexample,adeeper analysisof the shadow aspectscouldhelpahuman
brand prepare crisiscommunicationsplansinaPublicRelationscontextortochange the tone of
communicationtoadhere tothe archetype.Itisalso importanttonote that personal brandsof a smaller
scale can oftenmake the transitiontobecome largerhumanbrandssuch as upcomingmusicartists,
actors and politicians.ThiswasperfectlyexemplifiedbyBarackObamawho wentfromstate senatorto
cultural iconand Presidentof Americaina shortperiod.Duringsuchturbulentanddramaticincreasesof
brand value,itwouldbe usefultohave a clearunderstandingof the humanbranddimensionsto
streamline communicationsandbehaviorinperfectalignmentwiththe humanbrandArchetypewhile
beingpreparedforthe Shadow.
From a commercial perspective,commercialbrandswhoselectprominentpersonalitiesfor
endorsementcanapplythismodel totheircandidate of choice toascertainthe benefitsandrisks
involved.Itisoftenthe case that brandshaphazardly selectacandidate usingabasic level of
understandingandlatercome toregretthisdecisionwhenthe candidatesshadow sidecomesinto
publicawarenessanddamagestheirentirebrandaswell asthat of theirassociationswhoare involved
withthem.

42
A significantconcerninrecenttimeshasbeenthe reputationof industriessuchasmarketing,
advertisingandpublicrelationswhohave oftenbeenaccusedof manipulatingthe publicsopinionsand
inmost casesinvolvedinworkwhichpromotesoverconsumptionof goodsandservices. Altruistic
marketingtechniquesofferawayout for those withethical concernsaboutthe field.
The purpose of thisstudywas to helpmarketersandhave a useful frameworkwithwhichtoanalyze
prominenthumanbrands,andinmy opinionthe objective hasbeenachievedasthere iscurrentlyno
single model frompreviousstudieswhichhasprovidedaframeworktounderstandthe various
dimensionsof ahumanbrand ina concise andclear way. furtherresearchcanbe undertakenineach
aspectsuch as cross cultural communication,leadershipdynamics,transitioningof brandvaluesand
othersuch areasto understandhowHumanbrandsfunction.

43
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