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Draco is what he is: the only son of a very wealthy, important, old wizarding family. On one hand, this means he's inherited all the arrogance and snobbishness associated with this position. He's contemptuous of muggle-borns, snobbish towards the poor and 'blood-traitors' (in this case, the Weasely's are both), and very self-assured. Bullying and dominating his fellow Slytherins is probably a pattern that has been going on for some time, and in Draco's case, is amplified by what JK Rowling called his ability to basically compartmentalize his emotions (which is why he would be an excellent Occlumens). Add on this the fact that House Slytherin is all about manuevering, position, and politics, and a person like Draco, who has money, connections, and power, is naturally awarded high status - status that he then goes on to believe is his right.
On the other hand, he has some positive traits associated with what he is. He is apparently very loyal to his family, which is at least partially the reason why he took a mission to kill Dumbledore even though he must have known that it might very likely involve his death, and probably would involve his death if he failed. He seems to love both his father and his mother, and immediately stands up for them when he perceives them as being insulted. Both at least seem to be strong to overcome a streak of cowardice on his part (which is why he is always accompanied by Crabbe and Goyle, even though they don't really like him, and he doesn't really seem to regard them as much more than his servants).
Also, interestingly enough, when it doesn't affect his image, he appears to be able to express emotions, even to someone like Moaning Myrtle. He's also not really a killer; he may enjoy bullying, but he doesn't actually desire to kill, at least in Dumbledore's case.
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