Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

The purpose of this paper is to review the notion of branding and evaluate its applicability to political parties. As ideological politics is in decline, branding may provide a consistent narrative where voters feel a sense of warmth and belonging. The paper aims to build an understanding of the complexity of building a political brand where a combination of image, logo, leadership, and values can all contribute to a compelling brand narrative. It investigates how competing positive and negative messages attempt to build and distort the brand identity. A critical review of branding, relationship marketing, and political science literature articulates the conceptual development of branding and its applicability to political parties. The success or failure of negative campaigning is due to the authenticity of a political party's brand values—creating a coherent brand story—if there is no distance between the brand values articulated by the political party and the values their community perceives then this creates an “authentic” brand. However, if there is a gap this paper illustrates how negative campaigning can be used to build a “doppelgänger brand,” which undermines the credibility of the authentic political brand. The paper argues that political parties need to understand how brand stories are developed but also how they can be used to protect against negative advertising. This has implications for political marketing strategists and political parties. This paper draws together branding theory and relationship marketing and incorporates them into a framework that makes a contribution to the political marketing literature.     

Declarations of independence 1

Abstract

With the recent landslide electoral triumph of Tony Blair's New Labour in Britain, the question of the degree of convergence between Labour and the Conservatives in opposition takes on even greater strategic and political significance. It is generally undisputed that the terms of political debate in contemporary Britain have been altered markedly in recent years, and that this is not unrelated to Labour's self‐styled “modernisation” in the face of four consecutive election defeats. More contentious, however, is the interpretation of this trend. Has Labour abandoned its socialist and social democratic traditions, re‐projecting itself as an essentially conservative, even Thatcher‐ite, party, or has it managed to develop a novel, dynamic and modernising social democracy for new times? In this paper I seek to provide a benchmark against which such propositions can be evaluated, assessing the extent of bipartisan convergence since 1992. On the basis of comparisons of policy commitments at the 1992 and 1997 general elections, I argue that there has indeed been significant convergence between the parties, that this convergence has been driven principally by Labour, and that Britain is witnessing the emergence of a new bipartisan consensus. Such an interpretation is further reinforced by a consideration of revisions to policy since the Tories’ electoral debacle, which would merely seem to confirm the ascendancy of neo‐liberalism in contemporary Britain. I conclude by considering the likely trajectory of social and economic policy under a New Labour administration with a seemingly unassailable parliamentary majority.     

The Childhood of an Approach

ABSTRACT

This paper aims to examine the possibility that a political marketing strategy might develop in the Italian political system context, characterized in the last decade by a profound “political earthquake.” After an analysis of the main features of Italian politics (party system, electoral laws, party organisations, campaign dynamics and actors), the authors seek to explore both constraints and opportunities of what they define as “reductionist” and “holistic” approaches to political marketing, drawing the conclusion that Italy is still living in a period of transition in which, however, a trend towards more “high-tech” and marketing-driven campaigning could be detected.     

Branding in Politics—Manifestations,Relevance and Identity-Oriented Management

ABSTRACT

In contrast to classical marketing, previous research on political marketing has barely considered the branding aspect. This is all the more surprising, given that on the one hand, political parties and their key representatives presumably fulfil the main criteria of an impact-oriented brand as a firmly anchored, consistent perceptual image in the minds of voters. On the other hand, there are many indicators that political brands are of considerable significance for voting decisions. In essence, the importance of brands for voting decisions on the part of the consumers derives from their branding functions, such as orientation aid in the form of an “information chunk” or risk-reduction function in the sense of a confidence surrogate. Based on the hypothesis that brand management thus constitutes a central challenge for the marketing of political parties, it is appropriate to investigate what approach seems best suited to managing political brands and how these should be formulated.     

Long-Term Performance of Political Parties

Abstract

Whilst politicians can “buy” votes in the short-term, most political parties are more interested in maintaining power over a period of years in order to implement their policies. This paper explores whether political parties can be considered to possess long-term competitive resources that sustain their competitive advantages. It employs the well-established strategic management concept of the Resource-Based View of strategy development for this purpose. Because such a concept has not previously been applied to political parties, the paper begins by considering the nature of the competition that exists between political parties and the role of resources in developing superior political performance. A series of theoretical propositions about why some parties maintain political power and influence for lengthy periods is then developed. We argue that the competitive resources of a political party such as its policies, leadership, organisational and communications skills require long-term investment and development, rejecting the notion that long-term electoral success is based primarily on the promises and resources deployed in the final election campaign.     

Not Big Brand Names but Corner Shops

ABSTRACT

Does New Labour's model of a centrally orchestrated and national-centric political communication strategy effectively engage the electorate? Drawing on interviews with those active in politics “on the ground,” this paper argues that the centralised party model has become unpopular. Furthermore, as these activists tell us, the model is also causing the electorate to reject the democratic process and become apathetic about the political system. Many in Britain, therefore, look to a more locally focussed model, one that has proved successful for the Liberal Democrat party. This model allows communication to be managed at the local level and for the candidate to interact with the local context. An effectively marketed, locally contextualised strategy allows politics to connect with the electorate and, we would suggest, will become more widespread with the realisation that top-down politics does not engage with voters.     

Who Pays the Piper?

Abstract

This paper, using research from the UK and comparable US studies, looks at the growth in party fundraising, ethics of the process, impact on electoral systems, candidates, parties, campaigning and methods of obtaining funds (one donor in the UK has recently agreed to give £5 million to the Conservative Party because they are anti EU whilst Labour gained £1 million from the smoking lobby in 1997). It then links this to a growth in strategic public affairs and outlines the direct causal link between political lobbying and party fundraising.     

Look to Denmark or not? An experimental study of the Social Democrats’ strategic choices

Social Democratic parties struggle to maintain their strong electoral position, as political competition has shifted from the traditional left-right dimension to the cultural dimension. This has led to a debate on what would be the most viable electoral strategy for these parties in terms of adjusting their policies. Some propose a “New Left” policy platform that combines social investment and progressive cultural policies; others an “Old Left” policy platform that combines traditional redistribution policies and social-conservative cultural policies. We conducted a survey experiment to test the effects of these two platforms on support for the Norwegian Labour party. Our results show that the New Left platform is more popular among current Labour voters and voters from competing left-wing parties, and the two policy platforms are equally popular among the total electorate.     

Measuring Political Brands: An Art and a Science of Mapping the Mind

The field of political brands has developed a host of approaches and explored a variety of cases over the last years. However, less attention has been devoted to brand measurement—specifically efforts to construct a measure that attempts to explain the relationship between voters and parties. Against this backdrop, this article discusses how to measure a political brand by first selecting one part of the diverse brand concept for further investigation. Next, the two existing brand measures in the literature are evaluated, and the article proposes an alternative measure that underlines a stronger connection to the immense political science literature on voters and parties. Then, the three measures are compared by empirically investigating which measure is best at explaining voters' party sympathy. Here, it is demonstrated that the alternative measure seems to be the most valid and reliable construct when it comes to explaining voters' sympathy for a particular party. Finally, the proposed alternative measure is further validated in a representative sample (N = 2251), establishing a preliminary correlation between party brand and voter sympathy.     

Party policy diffusion in the European multilevel space: what it is,how it works,and why it matters

ABSTRACT

Almost since the end of World War II, transnational cooperation among political parties has been a common feature of European politics. This paper makes the case for studying transnational partisan cooperation in the European multilevel space, focusing in particular on the phenomenon of “party policy diffusion.” At the heart of the paper is a conceptual discussion of party policy diffusion in the EU. Specifically, we look at the (1) aims that lead parties to learn from or emulate parties in other countries; (2) the mechanisms through which this may work; and (3) the wider implications of this practice both for domestic and European politics. Drawing on this conceptual discussion, the paper then goes on to offer leads as to how the phenomenon of party policy diffusion can be studied in the European multilevel space. To this end, we briefly point to possible ways of testing hypotheses about party policy diffusion using spatially explicit modeling strategies such as spatial regression models and exponential random graph models for transnational party networks.     

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

The voters’ choices about political parties have many similarities with how they make their choices about commercial brands. Therefore, political parties are now constantly applying the concept and strategies of brand management to make the political product attractive, appealable, trustable, differentiable, a source of long-term relationships, and a decision-making driver. Furthermore, the political parties have to play an active role in the community's political socialization processes, which rely heavily on branding strategies. Because, the party equity is largely based on the community's social gregariousness that has profound effect on the electorates' propensity to participate in the politics. This study has deeply explored and broadened the concept of party equity analogous to commercial brand equity typology by developing a politics-specific brand equity model. This model demonstrates the integration of political brands in voter choice. Empirically, this model has been validated by collecting 550 valid responses from the constituency of District Gujrat, Pakistan. A careful analysis of these responses through structural equation modeling methodology has revealed that political parties vary according to the outcomes of their role in the political socialization process of the communities, loyalty, and voters’ attitude. Parties that have favorable role in the socialization process have strong party knowledge and thus have high party equity as compared to competing political parties, which have a weak position of party knowledge. Similarly, this study provides the roadmap and guidelines for the political parties to manage their party equity. Similarly, the model would be able to facilitate political parties in comparing different constituencies on the basis of their diversified social dynamics and political knowledge and in the development of a constituency-based manifesto, also termed “localized manifesto,” to further enhance their vote bank.     

The Erosion of Party Politics in Britain

This article looks at the erosion of democratic practice enacted by "New" Labour in Britain under the leadership of Tony Blair. Building on the internal reforms of the 1980s, the process of Labour Party "modernization" has created an exclusive, top-down managerial style of leadership. This type of party leadership and management has far-reaching implications for British politics more generally, not least the role of political parties. The current crisis of the Conservatives and the destruction of representative democracy within the Labour Party pose serious questions regarding the medium-term future of parties as voluntary membership organizations. These changes are placed in the context of a possible longer-term transformation of British political structures in order to exchange the long-established administration of the Conservative Party for a new type of governmental machinery. The aim is not a new "traditional" party of government, but a partyless formation built around a dominant central presidential figure and his office—a change which necessitates abolishing the Labour Party and social democracy as they currently exist. It is argued that this anticipated remedy to a protracted crisis of the British state accords closely to the requirements of neoliberal economic management, while drawing upon developments in the wider global environment. However, if this is to succeed, Blair's "modernizing" tendency needs to be able to articulate a coherent ideology that strikes a popular chord. Thus far, Blair's managerial approach to politics may have scored a few points against the old party ideologies, but it has also undermined attempts to promote an alternative ideology—even one of a "partyless" nature.     

Forecasting the 2015 British election through party popularity functions

To forecast the May 7, 2015 British General Election, we develop party popularity models based on Continuous Monitoring Survey (CMS) data from April 2004 to February 2015. Our models predict party vote shares three months prior to the election, using previous support levels, national economic evaluations, macro-partisanship and political measures. Our Seemingly Unrelated Regression (SUR) methodology allows us to predict support for the Tories, Labour, Liberal Democrats and “other” parties, separately, yet simultaneously, by constraining total support for all parties to 100%. Our model, estimated with data from February 2015, predicts that Labour will win the highest vote share in Great Britain, but that no party will win a majority of seats in parliament.     

Testing a Predictive Model of Voter Behavior on the 2000 U.S. Presidential Election

Abstract

Utilizing a predictive model of voter behavior, this study identified the motivations behind a sample of voters who cast a ballot for George W. Bush and AI Gore in the 2000 presidential campaign. The motivations of the voters were differentiated on the basis of the “value” they sought in a president. In other words, just as companies in the “commercial marketplace” have to create value to attract customers, so does a candidate in the “political marketplace” who is seeking to carve out a niche for himself that separates him from his competition. Pairwise discriminant analysis is used to identify the motivations behind the choice behavior of voters at both the candidate and party level. The results reveal the complimentary roles that the political party and each candidate's campaign organization played in their respective marketing strategies.     

Political Brands: Can Parties Be Distinguished by Their Online Brand Personality?

This paper investigates whether five English political parties are differentiating themselves based on the brand personality they are communicating through their websites. The relative brand positions of five English political parties are analyzed using Aaker's brand personality scale. The text from each party website is analyzed using content analysis and a dictionary-based tool. The results are plotted in relation to one another on a correspondence analysis map. We find that the two main dimensions on which parties’ brand personalities differ relate to the trade-offs between communicating competence and communicating sincerity and between communicating sophistication and communicating ruggedness. We find that parties’ brand personalities are distinctive, with the exception of the Green Party, and that the position of one party, the United Kingdom Independence Party, is particularly distinctive. Our research uses Aaker's existing framework for thinking about brand personalities, rather than creating a new framework for politics. By using an existing framework, we are able to use tools developed in other disciplines and show their usefulness for the study of political marketing.     

Partisan Development in Post-Soviet Ukraine

ABSTRACT

The development of mass partisanship and party identification in post-Soviet societies is a controversial subject of scholarly research. One prevalent view argues that post-Soviet citizens are distrustful of parties and that it will take generations for party identification to appear in these societies. Others argue that partisanship is emerging as a result of citizens perceiving meaningful differences between the parties. If party identification is forming, partisanship should be relatively stable across time at the individual level. This study takes a rare look at 1999 panel data from Ukraine to determine the degree of partisan stability. The findings demonstrate that meaningful party identification appears to be emerging for a significant proportion of the population due to political information and this partisanship is influencing election decision making among Ukrainian voters.     

Exploring the Consequences of Negative Political Advertising for Liberal Democracy

ABSTRACT

This paper explores existing thinking and research on the use of negative advertising strategies in political campaigning, and in particular examines their potential impact on liberal democracy. We ask what impacts negative forms of political communication may have on our system of government and democratic participation. Though political advertising makes up only a part of political discourse, an analysis of it is necessary given the increasing “marketisation” of political communication, coupled with concerns regarding the so called “democratic deficit.” In order to more truly evaluate its impact, the evidence pertaining to both the positive and detrimental consequences of employing negative ad strategies is examined. What emerges are some very real short-term benefits, some very real concerns over its use, and confusion over its “true” impact. Of particular note is the need for researchers and campaign managers to take a longer-term view of the potentially detrimental consequences of employing negative advertising strategies-to look beyond the short-term gains of winning elections and to consider the longer-term societal consequences of consistently employing advertising strategies characterised by the creation of doubt, fear, anxiety, violation and viciousness. We argue that the “winning” mentality of political ad campaigns needs to be balanced by a more “nurturing” orientation if the tenets of liberal democracy are to remain sustainable.     

Explaining the impact of new parties in the Western European party systems

ABSTRACT

In recent years, and particularly following the impact of the “great recession”, Western European party systems have undergone profound change. New parties have emerged and been successful, thus radically changing the structure of inter-party competition. So far, research on new parties has been mainly conducted from party-level and election-centred perspectives. Here, instead, we focus on party system innovation (PSInn), meaning the impact of new parties on Western European party systems, and on the factors that explain such impact, by adopting a systemic perspective and taking into account all the arenas where inter-party competition takes place (i.e. elections, parliaments and governments). For this purpose, this article relies on an original dataset on the performances of new parties in terms of votes, seats, and ministerial posts, covering about 350 elections and 670 governments in 20 countries, over the period 1945–2017. The results of the analysis show a notable increase in PSInn over the last decade, in particular with regard to the electoral and parliamentary arenas. Moreover, data show that PSInn in the electoral and the parliamentary arenas is mainly predicted by turnout change, while in the governmental arena is instead driven by the country’s economic performance.     

Is Political Marketing New Words or New Practice in UK Politics?

ABSTRACT

This review of the literature on political marketing and the party most associated with it in the UK, New Labour, suggests that the relationship is not straightforward. Politicians are, for example, hesitant to use marketing language in public. The relationship is problema-tised along the three dimensions of: partial or total import into some or all of politics; functional or instrumental use by leading politicians, and the roles of transformer of politics, or transfer agent for techniques. The results suggest two responses. The first is more fieldwork into political marketing outside of electoral campaigning and inside policy making. The second is a reconceptualising of the relationship away from the transformation or transfer dimension, and towards political marketing as a methodology for understanding a very different, and very separate activity, namely politics.     

The need for a third party in u.s. politics

Abstract

This article is based on a presentation to the “Future Directions for American Politics and Public Policy” seminar at Harvard University, Kennedy School of Government, on May 6, 1993. The theme of the article is that a national third party is necessary in order to advance a social welfare agenda that would improve measurably the quality of urban life, and resolve the problem of race and racism in the United States. The author proposes that despite important changes in race relations, including the elimination of a multi‐generational system of legally‐sanctioned political apartheid, society still reflects continuing and intensifying race and class divisions and tensions. Neither the Democratic or Republican parties have the political will or base to offer policies that would effectively eliminate racial hierarchy in this country. It is argued that the development of a national and organzationally viable third party is essential in order to challenge the philosophical and political tendencies of the major parties regarding social welfare and race, economic development and growth, and foreign affairs. In addition to using a few historical examples to make this case, the author also critiques the exploitation of race as an electoral tool by both major parties.