Building the identity of leaders in the 21st century using modern marketing tools - case study

Angelica Pegani

Building the identity of leaders in the 21st century using modern marketing tools - case study

Abstract

The article presents an introduction to the concept of building the identity of leaders using modern marketing tools based on the available literature on the subject. The article describes comprehensive marketing tools that can be used in practice by managers whilst building their image as leaders. The publication begins with an indication of marketing tools in the light of current literature on the subject, an explanation of the characteristics of identity and brand management tools. For the purposes of the article, a case study was conducted in the period January 2023 – December 2023. The entire publication is summarized by the conclusion and a list of literature.