Interformative meaning of signs: brand naming and globalization in China

This article looks at how global and local values are interformed in the linguistic signs of global brands transposed in China. The data under study here consist of a variety of American global brand transpositions collected from Chinese websites, newspapers, magazines, and television. A close examination of these Chinese transpositions reveals that American brands are transposed in three different methods: phonetic, semantic, and phonosemantic. Drawing on the social semiotic approach, this study attempts to explicate the specific ways in which the Confucian views of the interconnection between sign and reality are signified in the globally stylish signifiers of the US brands. It is argued that global brand transposition is a process of semiotic construction in which global and local cultures converge into a unique system of signification in China.     

Human Rights Discourse in Domestic Settings: How Does it Emerge?

Building on the literature that analyzes the impact of norms and ideas on international and domestic politics, it is our assumption that the widespread introduction and dissemination of a human rights discourse enables oppressed groups to translate events into rights language and to appeal to courts, politicians and media in order to seek remedies for their grievances. In so far as human rights discourse actually helps introduce more ethical policies and legislation, it is crucial to understand how this discourse, which in the past 55 years evolved and proliferated on the global level, emerges and develops in domestic settings. Using Israel as a case study, and more specifically analyzing the Israeli press, we further develop some of the existing theoretical claims about how the global and local interact. We argue that in order to understand how the rights discourse is imported into the domestic arena and how it expands once it enters the local scene, it is crucial to employ a broader conception of the global and a more differentiated view of the local. We emphasize the significance of local events and practices in determining the impact of the global on national settings, suggesting that one cannot understand transnational flows without unveiling the black box of the domestic arena.     

Negotiating the meaning of brands

How does a brand become meaningful, and how does certain lifestyle values become integrated into a brand so that the brand appears like a trustworthy statement? The paper investigates the ongoing negotiation processes between brand maker and brand users as a key to understand how brands become meaningful. The result of the negotiation processes is the creation of a common consent of meaning, which the brand rests upon. This implies that a brand can only be meaningful if the brand maker and brand users can create this brand habit.     

Legitimacy and the Rise of NGOs: the Global and Local in South Asia

We extend sociological institutionalist theory and draw on evidence from South Asia to develop a research agenda for studying how nongovernmental organization (NGO) legitimacy plays out in national and local arenas. After first presenting a sociological institutionalist approach to nongovernmental organizing, we extend it into three areas: national laws governing international and domestic NGOs, growth in domestic NGOs, and the situated interactions among international organizations, nation-states, local organizations, and other actors. (1) International and domestic NGOs are governed by national laws, and we sketch the history of such laws in South Asia to hypothesize a pattern of legal change leading to the present social concern about accountability. (2) Sociological institutionalism suggests that domestic NGO growth is related to the presence of international NGOs and can be interpreted as the diffusion of formal organization. (3) We conceptualize the situated interactions of the plethora of actors as a meso realm at the interface of the global and local. The interrelations of these actors are marked by tensions and conflict. There are many permutations of how they coalesce, not always along a global—local cleavage, and there is a need to examine the full range of interactions. We explore some of these and it seems that actors use accountability strategically in their conflicts with others. The ‘uses of accountability’ in contesting legitimacy within such situations is proposed as a fruitful research direction.     

The Emergence of Science as a Political Brand

This article seeks to explain how science has emerged as political brand. While science and politics have intersected for centuries, more recent social, cultural, and political events led to increased attention to the role of science in everyday life and how science is used in policy decision-making. This led to a tipping point in 2017 when the March for Science was formed, following what many in the U.S. and countries around the world viewed as anti-science stances by political leaders. The political spectacle of the March for Science not only brought increased attention to the scientific community, but also emerged to define the brand of science in society. Drawing on research from the role of brands in consumer culture – including political marketing, brand resonance, and brand community – I describe the implications of the science brand for the scientific enterprise, and the ways in which the scientific community consider the strategic communication of their brand within the political marketplace.     

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.     

Performance Measurement in Italian and Spanish Local Governments: Comparative Policy Analysis

NPM reforms have become a global trend and performance management systems are considered suitable to enhance the decision-making process and accountability. The aim of the paper is to carry out a comparative study on the adoption of performance measurement tools in Italian and Spanish (medium-sized and large) local governments. It seeks to find out how widespread these tools are and how their usefulness is perceived. The results show differences between the two countries and that the presence of professional managers – experienced with performance measurement tools – positively affects the adoption of these tools. Moreover, performance measurement tools are perceived as a support for accountability purposes.     

Semiotizing a product into a brand

A product is simply something that is material or substance of some kind. In order to be transformed into a brand with its own code of meanings and system of rhetorical allusions, it needs to be semiotized. And the marketing and advertising industries have become semioticians in this sense, semiotizing a product by assigning it a name, a visual sign (logo), a system of language forms (slogan, taglines, etc.), and then textualizing the brand by creating appropriate ads and commercials for it. This paper will show how this network of semiotizing events coheres into an overall macrotext to produce the brand as a sign system.     

Global corporate responsibility in domestic context: lateral decoupling and organizational responses to globalization

This paper examines how the domestic reception of global corporate responsibility is significantly shaped by institutionalized differences among state, business and civil society actors in the domestic context. In the global diffusion of ideas and practices, the decoupling of global policies and domestic practice is endemic, a process that this paper argues results from competing domestic interests and orientations. I examine this process of ‘lateral decoupling’ in a case study of the reception of the United Nations Global Compact among corporate responsibility practitioners in the city-state of Singapore. Differences in ceremonial, pragmatic and non-adversarial orientations towards global corporate responsibility generated significant uncertainty for businesses around how to apply corporate responsibility principles. In response, businesses constructed distinct narratives: large transnational and domestic companies emphasized values, community and tradition, while small businesses focused on the competitive advantages of corporate responsibility. The paper concludes by discussing the implications of domestic institutions for mediating global principles and local outcomes.     

Pathways to impact in local government: the mini-Stern review as evidence in policy making in the Leeds City Region

Although in recent years great emphasis has been placed on global agreements and national commitments on climate change, ultimately action on mitigation and adaptation must take place at the local level. Many local authorities have to face questions of whether they should develop policies on climate change, and if so, on what evidence should policies be designed and delivered. This paper describes how academic research on the economics of low carbon cities (the ‘mini-Stern review’) helped create such an evidence base for the Leeds City Region and its constituent local authorities. We describe how the response to the evidence and the pathways to impact were different in the individual local authorities and what this means for our understanding of evidence in local policy making. In terms of Weiss’ (Social sciences and modern states: national experiences and theoretical crossroads. Advances in political science, Cambridge University Press, Cambridge, 1991) classification, the study was mainly useful as an argument and idea rather than being used instrumentally. We find that the policy and political context in each authority determines to a large extent whether such an academic study is useable as evidence. The contents and timing of the study need to align with existing policy and/or political agendas: is climate change on the agenda at all, with what priority and how is it framed. We find confirmation of a relationship between the policy problem type and the role of evidence as argument, idea or data. The mini-Stern study itself was just one contribution to wide-ranging processes of informing, convincing, pressurising, etc., not just within the different councils but also within the wider communities. Other contextual factors include composition, agenda and activities of local civil society and the local business community. Finally, it depends on the expertise of policy officers in the councils what use is made of evidence. Making policy takes (much) time, translation and negotiation across levels and sectors. Policy work describes how policy officers bring their diverse forms of knowledge to bear on policy questions; how this work is done is something that is learned from practice rather than from the study.     

Symbolic Political Communication,and Trust: A Young Voters’ Perspective of the Indonesian Presidential Election

Communication in political marketing plays an important role in political mobilization, building trust both in political actors and the government. Politicians construct their messages through careful branding as the power of the cultural symbols and signs conveyed through the brand are potent heuristic devices. This is particularly important in emerging democracies, where there is limited political knowledge and understanding. Therefore, this research explores how young voters understand the symbolic communication fashioned by political actors in Indonesia and how it relates to their brand. Indonesia is an interesting area for study; it is both secular and the world’s largest Muslim democracy. Using a phenomenological approach, a total of 19 in-depth interviews with young voters were conducted to gain rich insight into perceptions of the complexity of political symbolism, and trust among young voters. This study conceptualized political communication as a dual approach. The political brand promise is intrinsically linked to cultural references and conveyed through symbolic communication combined with a distinctive brand message. This builds trust, which then affects political participation. This conceptual framework provides insights into the importance of culture in branding which has implications for policy makers and actors in emerging and established democracies.     

Exploring Personal Political Brands of Iceland’s Parliamentarians

This paper focuses on an under-researched and under-developed typology of political branding and conceptualizes politicians as personal political brands. Further, this study answers explicit calls for more research devoted to exploring the development of intended brand identity particularly from a brand creator perspective. Members of Parliament from the Republic of Iceland contextualizes this study. This qualitative case-study approach reveals how personal political brands create, construct and communicate their identity. Personal political brand identities were established and managed via a clear brand mantra and offline-online communication tools, which in turn revealed a degree of alignment with their party-political brand. However, this paper also demonstrates the challenges of managing the identities of personal political brands in terms of authenticity and integration particularly with coalition partners. Our paper builds on the six-staged analytical process of personal branding and proposes the Personal Political Brand Identity Appraisal Framework as an operational tool to introspectively evaluate personal political brand identity. This framework can be used by political actors across different settings and contexts to assess personal political brands from multiple perspectives.     

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.     

惠普与联想的官方网站的对比研究

惠普和联想作为两个亚太地区市场占有率最大的PC生产厂商,竞争非常残酷.通过惠普与联想官方网站的对比分析,详细论述了如何构建高新技术品牌网站,以更好地进行品牌传播.主要研究结论在于,惠普的主页以浓重的灰黑色为背景,同时配合动画效果,显得庄重而又充满活力;联想的主页构造相对更为复杂,不太简约;此外,惠普的网站较少以客户导向为主.     

Who participates in global environmental governance? Partial answers from international relations theory

An important current of research in international environmental affairsdeals with the roles of non-state actors in international environmentalgovernance. For many, the growing influence of non-state actors is a welcometrend because these actors, especially non-governmental organizations,facilitate environmental negotiations between states and perform keyinformation-gathering, dissemination, advocacy, and appraisal functions thatstates are either unwilling or unable to do. For the student of internationalrelations (IR), examining the roles and responsibilities of non-state actorsin global environmental affairs is a departure from the ordinary concern ofthat field – namely, the study of interstate behavior. But for the studyof global environmental problems, particularly those problems that aresimultaneously global and local, the investigator must map the influence ofan even broader assemblage of actors. Little is known about how local levelinstitutions or ordinary citizens fit into global environmental policyprocesses. Understanding what motivates public demands for globalenvironmental quality is an especially important research task, especially forthose pervasive environmental problems like global climate change and complexexhortations like sustainable development that require the attention andacquiescence of ordinary citizens.     

Scripted Messengers: How Party Discipline and Branding Turn Election Candidates and Legislators into Brand Ambassadors

Political parties with strict party discipline are well-placed to demand that their election candidates and legislators promote the party brand. The franchise-franchisee relationship causes representatives to relinquish individual expression in exchange for centralized party messaging. This article looks at how a strategic desire for party unity combines with internal brand management to turn lower-ranking politicians in a parliamentary system into party brand ambassadors. Our Canadian case study draws on in-depth interviews with party leaders, Members of Parliament, political staff, candidates for office and prospective candidates. The implications for representative democracy in a Westminster system are considered, including the representational constraints for racial and sexual minorities.     

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.     

‘The sleep has been rubbed from their eyes’: social citizenship and the reproduction of local hierarchies in rural Hungary and Romania

In this paper, we make three interrelated points. First, while much of the recent literature on new forms of citizenship has focused on the diversity of large cities and new forms of migration, we seek to establish rural sites as important arenas for negotiating citizenship. We stress that far from being homogeneous, villages in their struggles over belonging are affected by long-standing diversity as well as global discourses. Second, we seek to complicate the interpretation of the demise of socialism as a radical break manifested in a diminished role of the state. We show that if the central state retreats, local state actors may gain in importance for local negotiations of citizenship. Third, we explore how the local state actors sometimes use their new powers over social rights to recreate boundaries of belonging through public performances tied to the administration of these rights. We go on to explore the normative basis for these performances and indicate that membership is still based on a contribution of work to the common good. This can best be conceptualised as a shifting continuity rather than a sharp break after 1989.     

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.