Articlegreen2014

Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign

Christopher Pich · Dianne Dean · Khanyapuss Punjaisri

45 citations0/0 files storedJournal of Marketing Communications

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Marketing and Advertising Strategies Electoral Systems and Political Participation Consumer Behavior in Brand Consumption and Identification

Abstract

This paper seeks to build an understanding of the importance of internal communications when building a strong political brand. Using Kapferer's brand prism as a conceptual framework, the paper explores UK Conservative Party members' attitudes towards the development of the Conservative brand as personified by David Cameron. There are clear implications for political strategists as the findings suggest that it is crucial to engage the internal market in the co-creation of the marketing communications strategy for as brand evangelists they interpret the brand promise at the local level.

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References

1958An Economic Theory of Democracy.2003Evolving to a New Dominant Logic for Marketing 1996Qualitative Interviewing: The Art of Hearing Data 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1988The Long Interview 1995Building Strong Brands 2001Brand Community 2015Strategic human resource management

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