ERIC Number: EJ1145632
Record Type: Journal
Publication Date: 2014
Abstractor: As Provided
Developing a Leadership Brand: The Heart of Effective School Leadership in Turbulent Times
Davis, Stephen H.; Leon, Ronald J.
Planning and Changing, v45 n1-2 p3-18 2014
Faced with scarce resources and high expectations, school principals must increasingly rely upon the power of persuasion to promote ongoing school improvement. We maintain that the development of a vibrant and tangible leadership brand constructed upon a principal's core values and noble character can motivate stakeholders and stimulate school improvement efforts. In this article, we propose a new metaphor for school leadership that draws upon private sector theories of brand management and conceptions of noble character. We conclude with a set of practical steps that a principal can take to develop a leadership brand that will engender employee support for the goals and direction of the school.
Descriptors: Leadership Training, Instructional Leadership, Principals, Educational Improvement, Values, Private Sector, Marketing, Administrator Behavior, Ethics, Administrator Characteristics, Elementary Secondary Education
Department of Educational Administration and Foundations. College of Education, Illinois State University, Campus Box 5900, Normal, IL 61790-5900. Tel: 309-438-2399; Fax: 309-438-8683; Web site: http://education.illinoisstate.edu/planning/
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Elementary Secondary Education
Authoring Institution: N/A
Grant or Contract Numbers: N/A