12. Case Studies

The Duality of Boris Johnson’s Political Brand Identity

By Dr. Christopher Pich

Nottingham Business School, Nottingham Trent University, UK

This article was originally published on “The Conversation” June 26, 2020.

Boris Johnson has had a tricky time as UK prime minister of late. He faces criticism that he has mishandled the national response to the coronavirus crisis, leading to public confusion and a very high death toll. I would argue that part of Johnson’s struggle stems from his political brand. He has been successful as a politician by projecting a certain image to the public. But now, in a moment of extreme pressure, that image does not provide the reassurances the public needs. Johnson has spent recent months attempting to pivot towards a new political brand, but he hasn’t made it all the way there. Now, what is left is a confusing mixture of brands—leaving the British public uncertain of what to expect from the prime minister, and perhaps even the prime minister himself uncertain of how to act. Every politician has a political brand identity. They may not care to accept this proposition or agree with the terminology, but they do. For centuries, they have attempted to create, develop, and manage a desired position that represents “what they stand for.” The hope is that this will then resonate with the electorate and win them office.