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.     

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.     

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.     

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.     

Political Brand Communities as Social Network Clusters: Winning and Trailing Candidates in the GOP 2016 Primary Elections

This study integrates a brand community theoretical framework and a social networks approach to the study of political marketing on social media. It analyzes Twitter activity by and about all Republican candidates during the month of January 2016 prior to the Iowa primary caucus. Specifically, it identifies key patterns of information flow and political brand community emergence surrounding each candidate as well as brand social mediators who play influential roles in content flow. Findings detect network clusters - subgroups of siloed users - who converse to exchange information with one another rather than with disconnected others in any given political brand community. We classify these clusters in two groups: direct communities that surround a brand – here, a candidate – and indirect communities that consist of users who talk about the political brands but are not directly connected to the brand. Within this fragmented community structure, brand social mediators have the power to bridge direct and indirect brand communities across the network. Among the winning and trailing brand communities, different sets of brand social mediators, patterns of information flow, and network structures emerge. The findings suggest that the more successful a political brand is in voter polls, the weaker the social ties and relationships are within the brand communities. The interactions between political brands and their direct vs. indirect communities also exhibit different patterns of information flow. While direct brand communities demonstrate a higher level of reciprocity, indirect brand communities show a higher level of density. Implications and directions for future research are discussed.     

Democracy and distributiveness: patterns of transition from hegemony in divided societies

Many culturally heterogeneous societies with functioning democratic regimes nonetheless fail to grant equal status to different ethnic and cultural groups within their borders. To a great extent, scholars discuss such inequalities within the analytical boundaries of the discourse on democracy and democratization. We argue that such discussions overstretch the concept of democracy. In this research, we offer a novel axis of inquiry, namely distributiveness. We define distributiveness as the egalitarian distribution of resources – political, material, cultural-symbolic, institutional, and territorial – among different ethnic, religious, or cultural groups which self-identify as collectives within society. The aim of this new conceptualization is to (1) restore conceptual clarity to the literature on democracy, (2) enhance our capacity to assess the allocation of resources within a given polity, and (3) elucidate the processes that lead to change in patterns of allocation.     

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.     

Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders

Political marketing advances by engaging with new and advanced concepts from both of its parent disciplines. One of the most recent fields of brand research—the study of the human brand—is taken into the political marketing arena in this essay. Human branding is an emergent topic in mainstream marketing. The value as a brand of a person who is well-known and subject to explicit marketing communications efforts is being investigated in many fields. The concept has clear prima facie value in political marketing, where the role of a political leader as part of the political marketing offer has been recognized extensively. Politics is also a unique context given the relationship between leaders and parties, each of which has some unique brand associations. The process of exploring the application of human branding in politics also provides a context in which some of the interactions among party and leader, human brand, and organizational brand can be explored and further developed. Among the conclusions are that political party leaders require brand authenticity as an advocate of the party policy platform and brand authority to command the organization and deliver on the policies being advocated. Implications for party and campaign management are outlined.     

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.     

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.     

Examining the relationship between corporate social responsibility,corporate reputation and brand equity in Indian banking industry

This study is an attempt to explain the relationship between corporate social responsibility (CSR), corporate reputation, and brand equity in India's banking sector. The study uses Carroll's Pyramid of CSR and the ‘triple bottom line concept’ as the theoretical bases for proposing a conceptual model. The data pertaining to 482 saving bank customers were analysed using structural equation modelling for this study. The integrated effect of CSR and corporate reputation on brand equity has been examined using the analyses of both the direct and indirect model paths. The findings show that corporate reputation partially mediates the relationship between CSR and brand equity, and that there exists a direct relationship between CSR and brand equity. This research has significant implications for CSR managers seeking to gain a competitive advantage in the industry by focusing upon the CSR activities that help an organisation build a positive corporate reputation, leading to a high level of brand equity.     

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.     

Moderators and Mediators of Framing Effects in Political Marketing: Implications for Political Brand Management

Due to its important practical implications, there has been a growing number of studies on framing conducted by scholars from various research domains. There has been, however, no paper that would provide a comprehensive overview of various moderators and mediators of the effect. The aim of this paper is to address this research gap, concentrating on psychological moderators and mediators of framing characteristic for political marketing. The paper consists of three parts. In the first part, the concepts of framing, priming and agenda-setting as well as the similarities and differences between them are presented in order to resolve common terminological inconsistencies. In the second, we discuss the moderating role of such variables as knowledge, trust in media and values on framing effect. In the third section, psychological mechanisms that underlie framing and priming are reviewed. Here, cognitive mediators such as accessibility and applicability effects are presented, followed by the discussion of the moderating and mediating role of emotions in framing effects, with special attention given to positive-negative asymmetry observed in the evaluation of political candidates and events. Finally, implication for political brand management are discussed. Our findings can be relevant for politicians, specialists dealing in political brand image and scholars studying framing effects.     

The sustained incremental multi-actor multi-action building of South Korean soft power in Indonesia

ABSTRACT

Since the end of the East–West divide in the 1990s, the world has slowly lost its US-based unipolarity to globalisation, and a shift towards East Asia. This phenomenon has given more space to middle powers and furthered the embeddedness of the political, economic, and cultural spheres into the dynamics of social structures. It is highly visible when observed from the digital communication standpoint, which has become pervasive. In this context, the study of international power has moved towards the concept of soft power, which remains a fuzzy concept concerning ‘who’ and ‘what’. We define power as a continuum, in which various types of public and private actors carry out different types of coercive to cooptive actions in various but embedded spheres. We propose an empirically tractable conceptual framework that we use as a tool to analyse soft power within a hard-to-soft power spectrum, in which the articulation, dynamics and incremental nature of soft power become observable. We illustrate our point with the case study of South Korean power in Indonesia in the twenty-first century and draw conceptual as well as practical conclusions.     

西方组织绩效测量路径研究的演进及启示

自组织绩效作为独立的研究概念提出以来，西方学术界对组织绩效的研究经历了相当长的时间，积累了丰富的成果。通过梳理不同学派对组织绩效概念的认知差异，进一步归纳出了五类与各学派观点相对应的组织绩效测量路径。并通过分析这些路径在着眼点、前提假设等方面的区别，深入探讨了各类路径的优越性、局限性及其适用范围，总结了西方组织绩效研究的特点，以期为国内的相关研究提供参考。     

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.     

Politics and Image: The Conceptual Value of Branding

This article argues that the brand concept is a powerful tool for understanding political images. It challenges typical economic versions of political marketing that tend to deemphasize the significance of communication, popular culture, and personality in politics and argues that the brand as a concept can bring together the economic and the aesthetic, rational choice and cultural resonance. It proposes a model of brand distinctiveness and argues that this may be useful both in the analysis of party communication and in the normative evaluation of that communication.     

Evaluating political party positioning over time: a proposed methodology

In this article, we propose a methodology in order to measure political positioning and constituent perception. Political leaders should be able to effectively define the distinctive characteristics of their political brand and to subsequently utilize the most appropriate mechanisms of communication to promote an accurate perception of political image in the market. The specific aim of this research is to explore interrelations between a political party's positioning in two different periods in order to discover possible discrepancies and changes over time. The official blog of a political party, containing both official communication and the people's feedback, represents a perfect place in which to observe the concepts and the values on which both the political brand identity and image are founded. Leximancer, a content analysis tool, was utilized to analyze communications between a political party leader and his or her constituents. Illustrating the methodology, the blog of Beppe Grillo, founder of the Movimento 5 Stelle is analyzed. Copyright © 2015 John Wiley & Sons, Ltd.     

Organizational control rationales in knowledge-intensive organizations: An integrative review of emerging trends

This theoretical paper uses a complete review of organizational control configuration (OCC) literature to illustrate the innovation, complexity and dynamics of control in knowledge-intensive organizations (KIOs). On the basis of interdisciplinary analysis of the extant literature on OCC, the paper offers a comprehensive look at the “control pathway” taken by the various KIOs. By means of this integrative review of existing theory and research, the paper argues for greater attention to KIOs' control rationales in OCC theory and research. In doing so, it offers a comprehensive conceptual framework for the study of control in KIOs and suggests a number of propositions for future research.