Sincerity, Strength, and Spin: Putin’s Brand in a Decade of Direct Line. Applying Aaker’s Brand Personality Framework to Authoritarian Image Management.
This thesis examines how Vladimir Putin has adjusted his personal brand over a ten-year period by analyzing three episodes of the televised program Direct Line with Vladimir Putin from 2014, 2019, and 2024. In modern authoritarian regimes, popularity and public legitimacy are crucial for maintaining power. This research applies Jennifer Aaker’s Five Dimensions of Brand Personality: Sincerity, Excitement, Competence, Ruggedness, and Sophistication, as a coding framework to assess how Putin constructs and adapts his image in response to changing political and social contexts. Four hypotheses were tested: (1) that Putin’s brand primarily uses Sincerity, Excitement, and Competence; (2) that Competence is emphasized during economically stable periods; (3) that Ruggedness and Daring increase during international crises and (4) that Excitement becomes more prominent when public mobilization is needed. The findings affirm the first two hypotheses. Sincerity, Excitement, and Competence consistently dominate Putin’s image, with a notable emphasis on Competence in 2019. The third hypothesis receives partial support, as Ruggedness increases during crisis years, though mainly in domestic contexts. The fourth hypothesis is not supported, as no significant rise in Excitement was observed in 2024. This study contributes to the field of political marketing in authoritarian regimes and offers a deeper understanding of how contemporary autocrats use media and personal branding to maintain legitimacy and control.
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