Building Future Leaders: The Power of Brand Knowledge in Shaping the Younger Generation

In the dynamic landscape of leadership development, cultivating future leaders requires a strategic focus on instilling brand knowledge as a powerful tool. Recognizing the profound impact that brand awareness can have on shaping the younger generation, this approach goes beyond traditional leadership training. It emphasizes the importance of understanding and embodying the values, ethos, and narrative of a brand, empowering emerging leaders to navigate complexities with authenticity and purpose. This integration of brand knowledge not only equips them with a strong foundation for decision-making but also fosters a sense of identity and commitment, ultimately contributing to the development of visionary and impactful leaders poised to shape the future. The conceptual model was developed based on four main variables, namely Brand Knowledge Acquisition, Leadership Development Programs, Digital Literacy and Social Media Engagement to Leadership Effectiveness with Brand Integration and Education Level. For analyzing purposes, data was collected from a representative sample of 200 both male and female individual who were aged between 16 to 28 from Colombo metropolitan. A self-administered questionnaire was used for data collection. SPSS version 25 statistical package was used for data analysis. The findings of the study conclude that Brand Knowledge Acquisition, Leadership Development Programs, Digital Literacy and Social Media Engagement have significant impact on Leadership Effectiveness with Brand Integration. And also, Education Level moderate the relation between the power of brand knowledge and Leadership Effectiveness with Brand Integration.