The 2001 General Election: Factors Influencing the Brand Image of Political Parties and their Leaders

Gareth Smith

122 citations0/0 files storedJournal of Marketing Management

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Electoral Systems and Political Participation Media Studies and Communication Corporate Identity and Reputation

Abstract

This paper considers the importance of building the brand image of parties and leaders in modern day politics. Firstly, the appropriateness of branding in the sphere of politics is considered. Then, brand image research on political parties and their leaders is identified and discussed. From this, the advertising (positive and negative), events and celebrity endorsements that affected the June 2001 election are discussed. Finally, some tentative conclusions on political image management are forwarded along with the likely future developments in this area.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1999Celebrity Endorsement: A Literature Review 1969Broadening the Concept of Marketing. Too Far 1995Election Campaigning: The New Marketing of Politics 1996Political marketing and the marketing concept 1994Political Marketing: Structure and Process

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2004The views of anadvocatus dei: political marketing and its critics 2009Considerations on the evolution of political marketing theory 2014Political Branding: Political Candidates Positioning Based on Inter-Object Associative Affinity Index 2015On Political Brands: A Systematic Review of the Literature 2018Branding in the public sector: a systematic literature review and directions for future research

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