nach oben

Erschienen in:

2022 | OriginalPaper | Buchkapitel

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

verfasst von : Christopher Pich, Guja Armannsdottir

Erschienen in: Political Branding in Turbulent times

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

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.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

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!

Jetzt informieren

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!

Jetzt informieren

Vorheriges Kapitel Introduction: Political Branding in Turbulent Times

Nächstes Kapitel Political Branding in the USA Election of 2020

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

Ahmed, M. A., Lodhi, A. S., & Ahmad, Z. (2015). Political brand equity model: The integration of political brands in voter choice. Journal of Political Marketing. https://doi.org/10.1080/15377857.2015.1022629CrossRef

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

Armannsdottir, G., Pich, C., & Spry, L. (2019). Exploring the creation and development of political co-brand identity: A multi-case study approach. Qualitative Market Research: An International Journal. https://doi.org/10.1108/QMR-10-2018-0119

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

BBC News. (2018). Italy election: Populist five star and league vie for power. BBC News 5th March 2018. https://www.bbc.co.uk/news/world-europe-43272700

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.

Essamri, A., McKechnie, S., & Winklhofer, H. (2019). Co-creatingd communities: A managerial perspective. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.07.015

Giuffrida, A. (2018, February 27). ‘There is no long-term vision’: Young Italians lose faith in politics. Guardian. https://www.theguardian.com/world/2018/feb/27/there-is-no-long-term-vision-young-italians-lose-faith-in-politics

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., Armannsdottir, G., Dean, D., Spry, L., & Jain, V. (2020a). Problematizing the presentation and reception of political brands: The strategic and operational nature of the political brand alignment model. European Journal of Marketing. https://doi.org/10.1108/EJM-03-2018-0187CrossRef

Pich, C., Armannsdottir, G., & Dean, D. (2020b). Exploring the process of creating and managing personal political brand identities in non-party environments: The case of the bailiwick of Guernsey. Journal of Political Marketing. https://doi.org/10.1080/15377857.2020.1825271CrossRef

Pich, C., Armannsdottir, G., & Spry, L. (2018). Investigating political brand reputation with qualitative projective techniques from the perspective of young adults. International Journal of Market Research. https://doi.org/10.1177/1470785317750817CrossRef

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

Steenburg, E. V., & Guzman, F. (2019). The influence of political candidate brands during the 2012 and 2016 US presidential elections. European Journal of Marketing. https://doi.org/10.1108/EJM-06-2018-0399CrossRef

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.

Titel: Political Brand Identity and Image: Manifestations, Challenges and Tensions
verfasst von: Christopher Pich
Guja Armannsdottir
Verlag: Springer International Publishing
Buch: Political Branding in Turbulent times
Print ISBN: 978-3-030-83228-5

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

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-83229-2_2