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.     

Branding national issues: India and the branding bandwagon

Branding in the global sense of the marketing discourse has firmly entrenched itself in India like most international markets. Branding and Urban processes are creating a whole new way of looking at oneself and creating new notions of self-worth. This paper will examine the obsession with the idea of branding that cuts across not only just products that are advertised for monetary purchase but also branding that cuts across matters of national concern, of belonging to ideological frameworks, and even reading cultures. Clearly, everything seems to require a label, a sign that comes with a ready sense of identity, of a shelf value that gives temporary sense of collective spirit and provides a much needed soul-stirring experience. This paper will examine recent media-driven branding exercises for issues of national importance against the backdrop of Gandhi as a super-sign and a brand that is revisited at every juncture of social and political phase in the country even today. The paper takes recourse to Umberto Eco's theory of sign production and the theory of codes to understand that signification is a complex process and all signs do not qualify as semiotic judgments. Herein, is the importance of Gandhi as a super sign – the power of cultural codes and Gandhi's ability to identify the semantics of these codes, where most contemporary branding exercises have failed. Another equally important example of a super-sign in India, the game of cricket is an exemplary of cultural codes and the modes of sign production coming together to stand in for “nationalism” of lasting value.     

Discovering Collaborative Advantage: The Contributions of Goal Categories and Visual Strategy Mapping

Collaboration can make sense when there is some sort of “collaborative advantage” to be gained, meaning organizations can achieve something together that they cannot easily achieve by themselves. However, the literature is essentially silent on how to identify collaborative advantage. This article addresses this shortcoming in the theory of collaborative advantage for public purposes by proposing a set of goal categories that may be used to help articulate collaborative advantage and introducing the use of visual strategy mapping as part of a facilitated group process to figure out what the collaborative advantage might be. Collaborative advantage, as it is normally understood, consists of shared core goals. Collaborative advantage for public purposes should take into account public values beyond shared core goals.     

Attracting future civil servants with public values? An experimental study on employer branding

Abstract

A frequently cited recommendation of public service motivation (PSM) research is to use PSM in the context of HR marketing. However, empirical evidence demonstrating the usefulness of addressing PSM in the recruitment process is limited. Moreover, we know little about the relative importance of PSM for public employers’ attractiveness. We address this gap using an experimental research design to investigate whether public service motivated individuals differ from extrinsically motivated individuals in terms of their attraction to organizations that emphasize either “traditional” public or private values in their employer branding. Our findings indicate that public service motivated individuals are attracted neither to public nor to private values in employer branding. Furthermore, individuals with very high levels of extrinsic motivation are more attracted to private values employer branding than to public values employer branding and to the control group.     

Pragmatic Federalism: Australian Federalism from Hawke to Howard

The article explores the nature of Australian federalism by examining four major themes in the period from Hawke to Howard. The investigation of these themes – Australian conceptions of federalism; the role of party in shaping federalism; the way problems and politics have influenced policy‐making and thereby federalism; and the nature of federal judicial review – suggests that Australian federalism can most accurately be characterised as pragmatic. It appears as a federalism shaped by pressing problems, specific policy agendas and the prevailing political dynamic, rather than by overarching conceptions of federalism derived from political theory or articulated in party ideology. This pragmatic federalism explains important aspects of Australian federalism, especially the trend towards centralisation of authority.     

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.     

Branding and Isomorphism: The Case of Higher Education

Since the New Public Management movement began, public and nonprofit organizations have been adopting and adapting businesslike practices, including branding and marketing. There remains a knowledge gap in understanding why organizational actors choose to allocate resources to adopt branding and marketing policies. This article explores organizational branding initiatives within the context of research extensive (N = 109) higher education institutions in the United States from 2006 to 2013. Seventy‐two universities (66 percent) have introduced branding initiatives since 2006. Findings suggest that the publicness of organizations influences branding and marketing isomorphism in nuanced ways and that organizations are more likely to adopt new branding initiatives to promote higher general performance. Organizations adopt branding strategies in response to national trends and efforts to capitalize on their own strong performance rather than mimicking stronger‐performing peers.     

Branding and Franchising a Public Policy: The Case of the Gateway Review Process 2001–2010

One of the more interesting features of contemporary policy‐making is the way in which certain policies and administrative processes have been branded. While this is not yet a common feature, it does appear to be one that is increasing in importance. This article looks at the phenomenon through a consideration of one particularly interesting case; the Gateway Review Process (subsequently Gateway), a policy with a related set of administrative processes which is both branded and franchised. Gateway also seems a successful example of a much more common feature of contemporary policy making: policy transfer. It has been transferred from the UK to five Australian jurisdictions, New Zealand and Holland. This article examines the extent to which the branding, and indeed the franchising, of Gateway is responsible for the putative success of that transfer. We begin with a very brief consideration of the literature on branding and franchising to situate our discussion, before outlining the ways in which branding and politics intersect. In the main part of the article we focus on the branding of public policy and on the Gateway case.     

Brand Leaders: Clinton, Blair and the Limitations of the Permanent Campaign

The 'permanent campaign' is said to have reached its apogee in the incumbent communications strategies of Bill Clinton and Tony Blair. However, their assiduous courting of public opinion from within office has been used to explain both the high approval ratings of these leaders and their unpopularity for long periods of their incumbency. This apparent paradox suggests that the permanent campaign model is too blunt an instrument to usefully describe or evaluate incumbent communications. Its assumption of continuity between election campaigning and office-holding fails to explain how the strategic terrain changes once a challenger takes office. The concepts of branding and relationship marketing can be used to highlight the difference between gaining support in the one-off transaction of an election and retaining voter loyalty in a post-'purchase' setting. The success of Blair and Clinton in establishing a relationship with voters from within office can be assessed using six attributes of successful brands: simplicity; uniqueness; reassurance; aspiration; values; and credibility. As incumbents, facing challenges in shifting strategic and institutional environments, Blair and Clinton developed messages that were simple and appealed to voter aspirations. Voters remained sceptical about the extent to which these leaders embodied values and delivered on their promises.     

A Statistical Method for Empirical Testing of Competing Theories

Empirical testing of competing theories lies at the heart of social science research. We demonstrate that a well‐known class of statistical models, called finite mixture models, provides an effective way of rival theory testing. In the proposed framework, each observation is assumed to be generated either from a statistical model implied by one of the competing theories or more generally from a weighted combination of multiple statistical models under consideration. Researchers can then estimate the probability that a specific observation is consistent with each rival theory. By modeling this probability with covariates, one can also explore the conditions under which a particular theory applies.We discuss a principled way to identify a list of observations that are statistically significantly consistent with each theory and propose measures of the overall performance of each competing theory. We illustrate the relative advantages of our method over existing methods through empirical and simulation studies.     

Governance in the Age of Digital Media and Branding

The politicization of government communications requires intense control. Centralization of government power accompanies advances in information and communications technology, as political elites use branding strategy in an attempt to impose discipline on their messengers and on media coverage. The strategic appeal of public sector branding is that it replaces conflicting messages with penetrating message reinforcement. Among the notable features are central control, a marketing ethos, a master brand, communications cohesiveness, and message simplicity. Together these features work to conflate the party government and the public service, which perpetuates trends of centralization. Using Canada's Conservative government (2006–2015) as a case study, public sector branding explains the hyper control over government communications and demonstrates why these developments can be expected to last, regardless of which party or leader is in control.     

Public affairs in China: exploring the role of brand fairness perceptions in the case of Mercedes‐Benz

Mr Sheng Wang demonstrated his perception of Mercedes‐Benz's unfair treatment and insensitivity to Chinese buyers by having his Mercedes sports coupe towed by a water buffalo through his Chinese hometown, Wuhan. But he did not stop there. Next, he ordered workers, specifically hired for this purpose, to pound the car with sledge hammers and sticks until the exterior was completely disfigured. Journalists love the story's inherent drama, and in subsequent days, media reports showed images of the car being towed and ultimately smashed. The event created strong public awareness about both Mr Wang's dissatisfaction about the treatment he received from Mercedes‐Benz and the subsequent Mercedes‐Benz's management reactions triggered by the event. In our paper, we explore this case in more detail, highlighting the crucial role of brand fairness in managing brands in China. Although brand managers implicitly emphasize the importance of fairness in branding strategies, brand management emphasizing fairness is an underdeveloped research concept. Our paper provides an understanding of theories and concepts of brand (un)fairness and brand fairness management illustrated by what we refer to as the Mercedes‐Benz case. We identify three dimensions of Brand Fairness Management: prevention, procedures, and outcomes. This framework will assist brand managers in China in developing successful brand fairness strategies and management programs. We posit that implementing these branding practices will increase the likelihood that consumers perceive the brand in question as fair, leading to an increase in loyalty and positive word‐of‐mouth. Copyright © 2013 John Wiley & Sons, Ltd.     

Evolution of Political Branding: Typologies,Diverse Settings and Future Research

Political branding has developed into an established and vibrant sub-discipline of political marketing. Indeed, political branding research continues to push boundaries by critically applying consumer based branding theories, concepts and frameworks to the political environment. Recently, political branding scholars have segmented research into different categories such as corporate, candidate, leader, local-regional, internal or external in orientation. Despite this development, there continues to be limited research on alternative or different typologies of political brands. This study reaffirms political branding as a distinct area of research and discusses how political brands can be conceptualised and operationalised. Further, drawing on seven empirical and conceptual papers, which focus on different typologies of political brands from a range of international contexts including Canada, USA, Iceland, Indonesia and India, we reflect on the current political branding environment. We conclude that there are multiple relationships and numerous interconnected political brands, which represent an intricate environment or ecosystem. This study offers academics and political actors guidance on how to conceptualise political brands and provides a starting point to map out the ecosystems of political brands. Finally, this study provides explicit calls for further research in political branding.     

Kosovo: Statebuilding Utopia and Reality

ABSTRACT

Twenty years of international statebuilding have made little impact on the ‘stateness’ of Kosovo. This article puts this failure in the broader context of the shift from the liberal internationalist assumptions of the late 1990s to the pragmatic realism of today. It does this through the lenses of E H Carr’s classic work The Twenty Years’ Crisis, UN policy thinking on the problematic assumptions of international statebuilding and the diagnoses in David Lake’s 2016 book The Statebuilder’s Dilemma, which sets out three pragmatic alternatives. The article concludes that all three of these alternatives can be seen in practice in Kosovo.     

Prisoners of the paradigm: process consultants and ‘clinical’ development practitioners

It is argued that process consultancy and clinical development practice, which are the dominant methods underlying much of the consulting work undertaken by development practitioners, are adopted for ideological rather than pragmatic reasons. The behaviour of process consultants is said to bear the hallmarks of the puzzle-solving activity of normal scientists operating within a ruling paradigm. The scientific and practical limitations of process consultancy are discussed within this context. A pragmatic approach, which attempts to match consultancy method with the circumstances in which it is to be applied, is presented on logical and empirical grounds as being more likely to produce desirable outcomes. It is also suggested that, in many development contexts, desirable outcomes are more likely to be achieved where emphasis is given to ends rather than means. © 1997 by John Wiley & Sons, Ltd. Public Admin. Dev. Vol. 17 , 341–349 (1997). No. of Figures: 0. No. of Tables: 0. No. of Refs: 38.     

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.     

Political Branding: Political Candidates Positioning Based on Inter-Object Associative Affinity Index

The article presents the conception of positioning politicians based on a three-stage approach to political branding. The main assumption is that a political brand—and politician's image as its crucial component—is conceptualized as consisting of a node in memory to which a variety of associations are linked. These associations—positive, negative, or neutral—must be shared with other rival candidates as well as with an prototypical ideal candidate, understood as a model and standard of comparison while developing detailed marketing strategies. One of the most valuable methods that has been used to measure these associations is associative overlap technique developed by Szalay. This measure is based on free verbal associations and it expresses the degree of similarity among objects (words, persons, groups) based on the number of similar responses (associations) they elicit in common. The first stage of branding, candidates’ positioning in various segments of voters, focuses on such affinity between politicians and is based on multidimensional scaling techniques. At the second stage, mutual relationships between particular elements (positive and negative, common and distinctive), of which a politician's image consists, are defined. The third level of political branding links the results of positioning to voters’ decisions. This framework of branding political candidates is presented on the basis of empirical research focused on Polish presidential candidates’ perception and evaluation in the 2005 presidential election. The results of the performed research show that it is not only the strengthening of politicians’ positive features but also neutralizing the negative ones that contributes to his higher expected quality.     

Competing Ontologies: A Primer for Public Administration

A growing number of public administration theorists are taking up the question of ontology—the nature of existence. This primer on the topic provides a basic explanation of ontology, describes the fundamental debates in the competing ontologies of Western philosophy, and discusses why ontology is important to social and political theory, as well as to public administration theory and practice. Using an ideal‐type approach, the author analyzes how different ontologies imply particular political forms that undergird public administration theories and practices. This ideal‐type model can be used to identify the ontological assumptions in these theories and practices. The article concludes with an invitation for personal reflection on the part of scholars and practitioners in regard to which ontology best fits their experience and beliefs and the alternatives that we might pursue for a better future.     

The role of mitigation and strengthening cognitive operations in brand names design: a case study of Spanish and American wine brands

Despite the relevance of powerful brands in the present-day market, research on the process of brand name design from a cognitive perspective focuses almost exclusively on the effects of the use of conceptual metaphor, and to a lesser extent, metonymy, overlooking the role played by other cognitive strategies. This paper analyzes the potentiality of mitigation and strengthening cognitive operations as tools for the systematic, risk-free design of new brand names with highly predictable and felicitous connotations. In particular, it focuses on their role in the systematic generation of axiologically positive brands in both Spanish and American wine labels, thus largely reducing the need for the costly and time-consuming cultural checks that branding companies need to run on new brand names before their commercial launching. In so doing, the interaction of the two aforementioned cognitive operations with a number of pragmatic principles and cultural models of social interaction, and their subservience to other cognitive operations, like those of comparison, correlation, and domain expansion and reduction, are also considered. The results of the study offer new insights on the semantics of commercial brand names which should prove useful for branding professionals, as well as data of interest to linguists dealing with inter-linguistic issues and cognitive modeling alike.