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 brands and voting

Some scholars argue that Western societies have seen a decreasing impact of voting behavior based on cleavages and party identifications. Equally, issue ownership voting is seemingly not increasing its relevance by filling this gap. From this departure we seek out an alternative variable by posing the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party identification and issue ownership. On the other hand, the study of political brands has illuminated how people employ brands in their identity construction and how voters use party brands to differentiate between political parties. In this light, the article first distinguishes the brand concept from related heuristics and voting models. Next, the article measures the brand value of Danish parties by utilizing a representative association analysis. Finally, this measure is used to conduct the very first empirical analysis of a party brand's effect on voting behavior. Overall, the primary finding demonstrates that political brand value (PBV) has an effect on voting behavior—also when a number of other relevant explanatory variables are held constant.     

Testing Islam's Political Advantage: Evidence from Indonesia

Across the Muslim world, Islamic political parties and social organizations have capitalized upon economic grievances to win votes and popular support. But existing research has been unable to disentangle the role of Islamic party ideology from programmatic economic appeals and social services in explaining these parties' popular support. We argue that Islamic party platforms function as informational shortcuts to Muslim voters, and only confer a political advantage when voters are uncertain about parties' economic policies. Using a series of experiments embedded in an original nationwide survey in Indonesia, we find that Islamic parties are systematically more popular than otherwise identical non‐Islamic parties only under cases of economic policy uncertainty. When respondents know economic policy platforms, Islamic parties never have an advantage over non‐Islamic parties. Our findings demonstrate that Islam's political advantage is real, but critically circumscribed by parties' economic platforms and voters' knowledge of them.     

How to Manage a Party Brand: Empirical Perspectives on Electoral Probability and Internal Conflict

What happens when political party branding is modeled according to the preferences of either voters or party members? Employing the concept of brand identity and the analytical GAP model, this empirical study details the consequences of brand management decisions by political parties using the example of the two biggest parties in Germany. Strategic branding decisions have an impact not only on voting probabilities but also on their internal conflict potential, such as when a branding decision conflicts with the internal image a party maintains among its members. It thus can be highly beneficial for a political party to encourage its members to communicate their image of the party to other voters.     

Self-Referencing and Political Candidate Brands: A Congruency Perspective

Although political and marketing analysts commonly describe political candidates as brands, the conceptualization of political candidates as brands within academic research and popular culture is uncommon. This paper presents empirical evidence in support of viewing candidates as such. Using data from a nationwide study that measures the self concept of Mexican voters and their perceived images of the presidential candidates in Mexico's 2006 election, the paper demonstrates that voters see themselves and each candidate as a distinct brand. Furthermore, this view of a voter's self-brand influences his or her perception of a political candidate's brand image. The academic and managerial implications of these findings are discussed.     

Do voters learn? Evidence that voters respond accurately to changes in political parties’ policy positions

A premise of the mass–elite linkage at the heart of representative democracy is that voters notice changes in political parties’ policy positions and update their party perceptions accordingly. However, recent studies question the ability of voters accurately to perceive changes in parties’ positions. The study advances this literature with a two-wave panel survey design that measured voters’ perception of party positions before and after a major policy shift by parties in the government coalition in Denmark 2011–2013. Two key findings extend previous work. First, voters do indeed pay attention to parties when they visibly change policy position. Second, voters update their perceptions of the party positions much more accurately than would have been expected if they merely relied on a ‘coalition heuristic’ as a rule-of-thumb. These findings imply that under some conditions voters are better able to make meaningful political choices than previous work suggests.     

The Growing Importance of Issue Competition: The Changing Nature of Party Competition in Western Europe

Changes in Western European political parties in general have attracted considerable scholarly interest, whereas changes in party competition have been almost overlooked in an otherwise extensive literature. Using the party manifesto data set, this article documents that party competition in Western Europe is increasingly characterised by issue competition, i.e. competition for the content of the party political agenda. What should be the most salient issues for voters: unemployment, the environment, refugees and immigrants, law and order, the welfare state or foreign policy? This change is crucial because it raises a question about the factors determining the outcome of issue competition. Is it the structure of party competition itself or more unpredictable factors, such as media attention, focusing events or skilful political communication? The two answers to this question have very different implications for the understanding of the role of political parties in today's Western European democracies.     

Simple politics for the people? Complexity in campaign messages and political knowledge

Which parties use simple language in their campaign messages, and do simple campaign messages resonate with voters’ information about parties? This study introduces a novel link between the language applied during election campaigns and citizens’ ability to position parties in the ideological space. To this end, how complexity of campaign messages varies across parties as well as how it affects voters’ knowledge about party positions is investigated. Theoretically, it is suggested that populist parties are more likely to simplify their campaign messages to demarcate themselves from mainstream competitors. In turn, voters should perceive and process simpler campaign messages better and, therefore, have more knowledge about the position of parties that communicate simpler campaign messages. The article presents and validates a measure of complexity and uses it to assess the language of manifestos in Austria and Germany in the period 1945–2013. It shows that political parties, in general, use barely comprehensible language to communicate their policy positions. However, differences between parties exist and support is found for the conjecture about populist parties as they employ significantly less complex language in their manifestos. Second, evidence is found that individuals are better able to place parties in the ideological space if parties use less complex campaign messages. The findings lead to greater understanding of mass‐elite linkages during election campaigns and have important consequences for the future analysis of manifesto data.     

Political Competition and Voter Mobility

The existing model of political competition is extended to allow voters to live in different regions and to migrate between regions in response to an inter-regional transfer policy. We then show that regions have a different ``weight'' in the expected vote function of political parties. This gives parties an incentive to bias the transfer policy in favour of relatively high weight regions, with potentially adverse efficiency and equity effects. However, we then show that parties always propose efficient and equitable regional transfers, regardless of whether regions have different weights, if there is some mobility of citizens across regions. Mobility constrains parties to act efficiently and equitably even though they face an incentive to act otherwise. However, when voters are immobile political competition leads to inequitable though efficient outcomes.     

The Representative Roles of MPs: A Citizen Perspective

From the normative point of view, there is a general agreement that representatives should act in line with the interests of those being represented. The knowledge about citizens' preferences for representation is very limited, however. This study examines MP's representative roles from the perspective of the citizens. It utilises a task definition approach in the Finnish institutional setting, which substantially differs from the context of earlier investigations in terms of open‐list electoral systems with mandatory preferential voting. Based on the 2007 Finnish National Election Study (n = 1,422), voters' preferences concerning four different representational roles are analysed: as representatives pursuing the interests of their electoral district, party, individual voters or being independent actors. Next, voters' preferences are accounted for by the factors related to each type of representation: citizens' regional electoral context, party attachment and electoral supply, political engagement and political competence, respectively. The results show that citizens living in electoral districts located far away from the political centre or in constituencies where it is more difficult for small parties to win political representation are most prone to prefer regional representation. Similarly, voters who have closer ties with political parties prefer party‐centred representation while those who feel less politically efficient favour close ties with their MPs. Education in turn increases the support for a political representative to act independently from the electorate or the party.     

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.     

Bridging the ideological space: A cross‐national analysis of the distance of party switching

Scholars have investigated the characteristics of volatile voters ever since the first voter surveys were carried out and they have paid specific attention to the role of political sophistication on vote switching. Nevertheless, the exact nature of this relationship is still unclear. With increasing volatility over the past decades this question has furthermore grown in relevance. Is the growing unpredictability of elections mostly driven by sophisticated voters making well‐considered choices or is the balance of power in the hands of unsophisticated ‘floating voters’? Several scholars have argued that even under conditions of increasing volatility switching is still mostly confined to changes to ideologically close parties. Most researchers, however, have used rather crude measures to investigate this ‘leap’ between parties. To advance research in this field, this article directly models the ideological distance bridged by volatile voters when investigating the link between political sophistication and volatility. This is done using Comparative Study of Electoral systems (CSES) data that encompass a broad sample of recent parliamentary elections worldwide. Results indicate that voters with an intermediate level of political knowledge are most likely to switch overall. When taking into account the ideological distance of party switching, however, the confining impact of political knowledge on the vote choices made is clearly dominant, resulting in a linear decrease of the distance bridged as voters become more knowledgeable.     

Voter perceptions of coalition policy positions in multiparty systems

A growing body of research shows how voters consider coalition formation and policy compromises at the post-electoral stage when making vote choices. Yet, we know surprisingly little about how voters perceive policy positions of coalition governments. Using new survey data from the Austrian National Election Study (AUTNES), we study voter perceptions of coalition policy platforms. We find that voters do in general have reasonable expectations of the coalitions' policy positions. However, partisan beliefs and uncertainty affect how voters perceive coalition positions: in addition to projection biases similar to those for individual party placements, partisans of coalition parties tend to align the position of the coalition with their own party's policy position, especially for those coalitions they prefer the most. In contrast, there is no consistent effect of political knowledge on the voters' uncertainty when evaluating coalition policy positions.     

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.     

Manifesto functions: How party candidates view and use their party's central policy document

Electoral manifestos play a crucial role in visions of party democracy and political science analyses of party competition. While research has focused on the contents of manifestos, we know much less about how parties produce manifestos and the roles they take in campaigns. This paper identifies three campaign-related functions of manifestos: they provide a compendium of valid party positions, streamline the campaign, and are used as campaign material. Based on the characteristics of the candidates, the parties and the campaign, the paper then derives expectations of how party candidates may differ in attributing importance to their party's manifesto. Based on a candidate survey after the 2013 Austrian general election, the paper shows that the key user-group of parliamentary candidates considers manifestos generally important and useful documents. Candidates' policy-centred campaigning and left–right distance from their own party are important in explaining individual differences. While the manifesto's service functions of providing a summary of valid party positions for the candidates and as a campaign means to be handed out to voters are widely appreciated, campaign streamlining is more divisive when it results in constraining candidates.     

Disloyal Brokers and Weak Parties

This article shows that the disloyalty of political brokers causes party fragility. Lacking distinctive brands, organization, and activists to mobilize individuals, parties “hire” local notables to broker votes among a local, nonpartisan constituency. However, brokers may be unreliable agents, regularly changing political allegiances in search of better returns for their brokerage among the module of voters they control. This free agency from brokers hinders durable party–voter linkages and results in electorally vulnerable parties. Measuring how brokers influence parties is empirically complex, but taking advantage of the fact that in Brazil these agents are also local candidates, this article demonstrates the negative electoral consequences of brokers' free agency on party performance. Natural experiments and an unexpected, temporary institutional reform that discouraged disloyalty for brokers demonstrate this relationship.     

Party Elites' Perceptions of Voters and Public Opinion

Given the vast amounts of research on party competition, party strategy, political communication and electoral campaigning, surprisingly little attention has been devoted to the study of national party elites' perceptions of voters and public opinion. This article argues that the mindset of leading party officials, and more specifically their perceptions of voter and public opinion rationality, driving forces and knowledge, is a much‐neglected explanation for why parties adopt the electoral strategies they do. Analysed here are unique internal party documents from two Swedish parties during the period 1964 to 1991: the Social Democratic Party and the Conservative Party. A simple analytic framework is proposed for the study of party elite perceptions of voters and public opinion. In contrast to the overwhelmingly pessimistic view of voter rationality that still prevails in contemporary research, the findings presented in this article suggest that national party elites in general have had a surprisingly positive view of voters and, in particular, public opinion. Perceptions of voters and public opinion were largely unaffected by the parties' electoral fortunes, and did not become gloomier over time.     

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.     

The partisan heuristic and the voters’ knowledge: The essential role of the information environment

The low-information rationality theory expects voters with low political knowledge to make more use of the partisan heuristic than those with high knowledge. However, empirical studies on decision making in direct democracy observe a positive correlation between political knowledge and the use of party cues. We resolve this tension between theory and empirical evidence by demonstrating that the relationship between political knowledge and the use of party cues is conditional on the information environment. We provide evidence for this hypothesis by exploiting a natural experiment in Switzerland and analyze a large variety of direct democratic votes. The results show that voters with lower levels of political knowledge tend to align less with their preferred party because they often have a wrong perception of their preferred party’s vote recommendation. However, if information on parties’ position is easily available, their vote choice is at least as much in line with their preferred party as among those with high knowledge. This suggests that in such an information environment voters with low political knowledge strongly rely on the partisan heuristic. Our research note supports the low-information rationality theory and this way contributes to the literature on the quality of political opinion formation and the political psychology of reasoning and decision making.     

Party convergence and vote switching: Explaining mainstream party decline across Europe

How can one explain the significant vote losses of mainstream parties across Europe in recent years? In this article, it is argued that mainstream party convergence is an important determinant of the recent political and electoral volatility in European party systems. More specifically, it is hypothesised that as mainstream parties converge on the left-right scale, voters will switch from supporting a mainstream party to a non-mainstream party in the next election as they look for an alternative that better represents their ideological views. To test these theoretical expectations, data is combined from the Comparative Study of Electoral Systems and the Manifestos Project for nearly 15,000 vote choices of individual voters in 30 elections in 16 West and East European countries from 2001 until 2013. The findings have important implications for understanding the recent rise of non-mainstream parties, the changing nature of party systems and the increasing complexity of cabinet formation across Europe.