Synergy of corporate and personal branding: The example of Stal Mielec FC and Jacek Klimek

Abstract

The aim of this article is to verify the synergy effect between the personal brand of an organization’s leader and the corporate brand in the context of communication activities and a political campaign. The example of Jacek Klimek, the president of the football club Stal Mielec and a candidate for mayor of Mielec, was used. The impact of his branding activities on the perception of the corporate brand and the use of the club’s image in constructing a political narrative was discussed. The study used an analysis of several hundred press publications from the pre-election campaign period, taking into account visual and thematic elements. The results indicate the important role of synergy in enhancing the image of both the leader and the organization while highlighting the need for careful image management in the political context. The article contributes to the literature on social communication and media sciences by providing empirical findings on the integration of personal and corporate brands.