Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign

PICH, Christopher, DEAN, Dianne and PUNJAISRI, Khanyapuss (2016). Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign. Journal of Marketing Communications, 22 (1), 100-117.

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Abstract

This paper seeks to build an understanding of the importance of internal communications when building a strong political brand. Using Kapferer's brand prism as a conceptual framework, the paper explores UK Conservative Party members' attitudes towards the development of the Conservative brand as personified by David Cameron. There are clear implications for political strategists as the findings suggest that it is crucial to engage the internal market in the co-creation of the marketing communications strategy for as brand evangelists they interpret the brand promise at the local level.

Item Type:	Article
Uncontrolled Keywords:	1505 Marketing; 2001 Communication And Media Studies; Marketing
Identification Number:	https://doi.org/10.1080/13527266.2013.864321
Page Range:	100-117
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	26 Mar 2019 10:13
Last Modified:	18 Mar 2021 06:21
URI:	https://shura.shu.ac.uk/id/eprint/23824

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