Building a Brand Relationship with Voters: The Need for IMC within Political Parties

Abstract

There is a need to take a fresh look at the traditional application of the marketing concept to political marketing because parties need to update their approach to both the public and within their own parties, and master a long term view of their strategies and marketing tactics to maintain an edge and regain voter confidence. As many businesses have learned, Integrated Marketing Communications (IMC) practices and principles will help them to build customer relationships and profitable brands. Political marketing must also change with the times and implement IMC practices towards building and nourishing brand relationships with voters and other important stakeholders. The nature of the contribution of this paper, is the identification of a gap in the political marketing literature ‐ the stagnation of political marketing at the 4P’s marketing concept, and to play a role in the future development of political marketing. In recent developments, it is seen that there is a gradual movement away from the traditional marketing theory. There are a growing number of academics who are approaching close to IMC or aspects of it, but have not however embraced the prospect of applying it to political marketing. IMC is a practical, logical and ultimately inevitable future for political marketing.

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