Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Introduction: Political Branding in Turbulent Times Read chapter Read first chapter

2022 | OriginalPaper | Chapter

2. Political Brand Identity and Image: Manifestations, Challenges and Tensions

Authors : Christopher Pich, Guja Armannsdottir

Published in: Political Branding in Turbulent times

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

The purpose of this chapter is twofold. Firstly, we put forward key branding concepts and frameworks within political marketing, to explore political brand identity and political brand image in relation to different typologies of political brands in international contexts. Further, we argue that political brands represent a complex ecosystem of inter-related yet often distinct sub-brands. Nevertheless, all political brands should strive to be positioned and perceived as authentic, united, engaging, trustworthy and understandable by multiple stakeholders, which in turn can lead to success at the ballot box. Secondly, we apply theory to practice and provide two specific short case studies grounded on empirical qualitative research. We conclude by presenting implications to theory and practice and an agenda for future research.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Introduction: Political Branding in Turbulent Times
next chapter Political Branding in the USA Election of 2020
Literature
Aaker, D., & Joachimsthaler, E. (2002). Brand leadership. Simon & Schuster UK Ltd.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.CrossRef
Albertazzi, D., Giovannini, A., & Seddone, A. (2018). No regionalism please, we are Leghisti! The transformation of the Italian Lega Nord under the leadership of Matteo Salvini. Regional and Federal Studies, 28(5), 645–671.CrossRef
Alsem, K. J., & Kostelijk, E. (2008). Identity based marketing: A new balanced marketing paradigm. European Journal of Marketing, 42(9/10), 907–914.CrossRef
Anana, E., & Nique, W. (2010). Perception-based analysis: An innovative approach for brand positioning assessment. Database Marketing and Customer Strategy Management, 17(1), 6–18.CrossRef
Baines, P., Crawford, I., O’Shaughnessy, N., Worcester, R., & Mortimore, R. (2014). Positioning in political marketing: How semiotic analysis adds value to traditional survey approaches. Journal of Marketing Management, 30(1–2), 172–200.CrossRef
Balmer, J. M. T., & Liao, M. N. (2007). Student corporate brand identification: An exploratory case study. Corporate Communications: An International Journal, 12(4), 356–375.CrossRef
Bond, D., & Ramsey, E. (2010). The role of information and communication technologies in using projective techniques as survey tools to meet the challenges of bounded rationality. Qualitative Market Research: An International Journal, 13(4), 430–440.CrossRef
Bryman and Bell. (2015). Business research methods (4th ed.). Oxford University Press.
Butler-Kisber, L. (2010). Qualitative inquiry: Thematic. Sage.
Dahlen, M., Lange, F., & Smith, T. (2010). Marketing communications: A brand narrative approach. Wiley.
Davies, G., & Chun, R. (2002). Gaps between the internal and external perceptions of the corporate brand. Corporate Reputation Review, 5(2/3), 144–158.CrossRef
de Chernatony, L. (2007). From brand vision to brand evaluation. Butterworth-Heinemann.
Gutman, J., & Miaoulis, G. (2003). Communicating a quality position in service delivery: An application in higher education. Managing Service Quality, 13(2), 105–111.CrossRef
Harris, L., & Rae, A. (2011). Building a personal brand through social networking. Journal of Business Strategy, 32(5), 14–21.CrossRef
Harris, P., & Lock, A. (2010). Mind the gap: The rise of political marketing and a perspective on its future agenda. European Journal of Marketing, 44(3/4), 297–307.CrossRef
Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041–1064.CrossRef
Kunkel, T., & Biscaia, R. (2020). Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), 3–17.CrossRef
Kvale, S., & Brinkmann, S. (2009). Interviews: Learning the craft of qualitative research interviewing. Sage.
Lincoln, S. Y., & Guba, E. G. (1985). Naturalistic inquiry. Sage.
Marland, A. (2016). Brand command: Canadian politics and democracy in the age of message control. UBC Press.
Marland, A., & Flanagan, T. (2014). Brand new party: Political branding and the conservative party of Canada. Canadian Journal of Political Science, 46(4), 951–972.CrossRef
Marland, A., Lewis, J. P., & Flanagan, T. (2017). Governance in the age of digital media and branding. Governance: An International Journal of Policy, Administration and Institutions, 30(1), 125–141.CrossRef
Morini, M. (2018). Front national and Lega Nord: Two stories of the same Euroscepticism. European Politics and Society, 19(1), 1–19.CrossRef
Musso, M., & Maccaferri, M. (2018). At the origins of the political discourse of the 5-Star Movement (M5S): Internet, direct democracy and the “future of the past.” Internet Histories, 2(1–2), 98–120.CrossRef
Nandan, S. (2005). An exploration of the brand identity-brand image linkage: A communications perspective. Journal of Brand Management, 12(4), 264–278.CrossRef
Needham, C., & Smith, G. (2015). Introduction: Political branding. Journal of Political Marketing, 14(1–2), 1-6.
Nielsen, S. W. (2017). Measuring political brands: An art and a science of mapping the mind. Journal of Political Marketing, 15(1), 70–95.CrossRef
Pich, C., & Newman, B. I. (2020). Political branding: More than parties, leaders and policies. Taylor & Francis. ISBN: 978-0-367-49227-4.
Pich, C., & Newman, B. (2019). Evolution of political branding: Typologies, diverse settings and future research. Journal of Political Marketing, Special Edition Political Branding, 19(1–2), 3–14.
Scammell, M. (2015). Politics and image: The conceptual value of branding. Journal of Political Marketing, 14(1–2), 7–18.CrossRef
Schneider, H. (2004). Branding in politics—Manifestations, relevance and identity-oriented management. Journal of Political Marketing, 3(3), 41–67.CrossRef
Silveira, C. D., Lages, C., & Simoes, C. (2013). Reconceptualising brand identity in a dynamic environment. Journal of Business Research, 66(2013), 28–36.CrossRef
Smith, G. (2005). Positioning political parties: The 2005 UK general election. Journal of Marketing Management, 21, 1135–1149.CrossRef
Smith, G., & French, A. (2009). The political brand: A consumer perspective. Marketing Theory, 9(2), 209–226.CrossRef
Ströbel, T., & Germelmann, C. C. (2020). Exploring new routes within brand research in sport management: Directions and methodological approaches. European Sport Management Quarterly, 20(1), 1–9.CrossRef
Su, Y., & Kunkel, T. (2019). Beyond brand fit. The influence of brand contribution on the relationship between service brand alliances and their parent brands. Journal of Service Management, 30(2), 252–275.
Van Manen, M. (2014). Phenomenology of practice: Meaning-giving methods in phenomenological research and writing. Sage.
Metadata
Title
Political Brand Identity and Image: Manifestations, Challenges and Tensions
Authors
Christopher Pich
Guja Armannsdottir
Copyright Year
2022
Book
Political Branding in Turbulent times

Print ISBN: 978-3-030-83228-5

Electronic ISBN: 978-3-030-83229-2

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-83229-2_2