Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party

PICH, Christopher and DEAN, Dianne (2015). Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party. Journal of Marketing Management, 31 (11-12), 1353-1378.

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Official URL: https://www.tandfonline.com/doi/full/10.1080/02672...
Link to published version:: https://doi.org/10.1080/0267257x.2015.1018307
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    Abstract

    Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices. More recently, the notion of a political brand and the rhetoric of branding have been widely adopted by many political parties as they seek to differentiate themselves, and this has led to an emerging interest in the idea of the political brand. Therefore, this paper examines the UK Conservative Party brand under David Cameron’s leadership and examines the applicability of Kapferer’s brand identity prism to political branding. This paper extends and operationalises the brand identity prism into a ‘political brand identity network’ which identifies the inter-relatedness of the components of the corporate political brand and the candidate political brand. Crucial for practitioners, this model can demonstrate how the brand is presented and communicated to the electorate and serves as a useful mechanism to identify consistency within the corporate and candidate political brands.

    Item Type: Article
    Uncontrolled Keywords: 1505 Marketing; 1504 Commercial Services; 1503 Business And Management
    Identification Number: https://doi.org/10.1080/0267257x.2015.1018307
    Page Range: 1353-1378
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 29 Apr 2020 11:20
    Last Modified: 11 May 2020 15:00
    URI: http://shura.shu.ac.uk/id/eprint/23826

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