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.     

On Political Brands: A Systematic Review of the Literature

The usage of the word brand crops up more frequently in politics. Specifically, in the study of political marketing, a burgeoning set of research has encircled various cases and conceptions. However, the brand concept seeks to harbor a variety of political events, just like a sponge soaking up different kinds of meaning in different kinds of surroundings. This tendency makes it hard to accumulate knowledge because demarcations between various brand perspectives in many cases are implicit, which can impede the clarity and precision in our studies. Against this backdrop, we identify a gap in the political brand literature: a study conducting an overall conceptual inquiry. As such, it is first argued that we need a thorough analysis of the foundation of the political brand concept to uncover the presuppositions underlying the different usages of the concept. Second, we carry out a systematic review of the brand literature on voters and parties. Third, on this ground, we propose a minimal definition and six subclassifications to the political brand concept. Finally, we illustrate the applicability of this conceptual groundwork in order to advance cumulative research in the field.     

The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term

Political marketing research indicates that brands and branding are a robust aspect of politics. However, little is known of the broader cultural appreciation of political branding. Through a content analysis of major U.S. newspapers over a 40-year period, we provide evidence that the U.S. news media is increasingly aware of political branding. Moreover, we present a typology of media treatment that indicates that the national media in the U.S. increasingly perceive brands and branding in the public sphere as an innate, multifaceted, and effective part of modern politics.     

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.     

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.     

Politically Significant Events and Their Effect on the Image of Political Parties

Abstract

This article begins by arguing that the image of a political party is of strategic importance in its pursuit of electoral success. More specifically, it is argued that important influences on party image are ‘politically relevant’ events. The paper then develops a conceptual model of how the images of political parties are influenced by such events. It considers internal and external factors that influence the power of a given event to affect party image. Next, the process of image transfer itself is discussed along with the factors that influence the way credit/ blame is apportioned from an event. Then, ways of dealing with ‘negative’ events are considered. The overall model is used to analyse a specific political event (the Iraq war) and assess its likely impact on party image. The article concludes by assessing the model's efficacy and limitations in analysing the case used and with events per se. Finally, future research ideas prompted by the paper are discussed.     

Mapping the production of political communications: a model to assist in understanding the relationships between the production and consumption of political messages

High public interest today in political communications such as ‘spin’ and in political participation such as electoral turnout suggests that there may be value in exploring the processes by which political messages are produced and consumed, and their inter‐relationship with participation. It may be that what citizen‐voters think of message production influences how they consume political news and publicity (through observing and evaluating), and that the propensity to political participation is subsequently affected. This paper offers a model which traces the production of political communications, starting at their origins in the political class, and flowing via traditional political journalism or controlled media and new media to citizen‐voters who both observe and evaluate them (ie consume them) before, during and after making any political choices. It is hypothesised that the observation and evaluation of message production and content by political consumers influences both their types and levels of participation. Research of this nature into political organisations is relatively rare. Similarly, there is little evidence of investigations into other aspects highlighted in the model: attitudes of the political class towards political communications, the production of political communications before they reach the media and how they are received by the media, and their consumption by citizen‐voters in relation to the propensity to participate in politics. Copyright © 2003 Henry Stewart Publications     

Social Media and the Paradox of Fear: An Exploratory Study of Political Relationship Marketing Within South Wales

This paper explores the key challenges of social media use by politicians in relation to political relationship marketing. Utilising a case study of the online footprint left by Welsh politicians and their attitude towards social media based on three business based rationales – engagement, level of control, and return on investment – the paper offers an expanded conception of the perceptions and fears influencing the use of social media by politicians in terms of political relationship marketing. The article concludes with some critical thoughts regarding the understanding of relationship marketing principles by politicians.     

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.     

Political Marketing and Propaganda: Uses,Abuses, Misuses

Although previous issues of well-respected marketing journals (e.g., Revue Française du Marketing, Psychology & Marketing, Journal of Marketing Management, European Journal of Marketing) have focused on political marketing, and although there are now journals which regularly publish papers on political marketing including, of course, this one and the Journal of Public Affairs, none has focused exclusively on how the techniques developed for use in electoral and governmental campaigning, in lobbying and party fundraising campaigns, are now being used more generally in the military, in public diplomacy programs, and by companies, not-for-profit organizations, and even terrorist groups, with a focus on “winning hearts and minds.” The aim of this special issue is to seek to fill in this gap in our knowledge and encourage further research into the political marketing/propaganda interface. In this special issue, we seek to elucidate the meaning of propaganda and political marketing by exploring their parameters, both contemporary and traditional.     

Political research and practitioner approaches: a review of the research methods used in voting behaviour research

Quantitative research has been the dominant methodological approach used to study voting behaviour. There is an emerging recognition, however, that there are alternative ways of attempting to understand how voters decide. The academic preoccupation with measurement, reliability, validity and generalisability may obscure some of the findings that are uncovered by practitioners using qualitative research. Practitioners of politics, both in the USA and the UK, tend to utilise both methods when formulating policy and exploring voter attitudes towards these policies. This paper will review the arguments for each tradition and examine the apparent divergence of practitioner and academic political research. Finally, it will look at how both positivist and interpretivist methods can be utilised to complement each other when attempting to build a picture of voting behaviour. Copyright © 2004 Henry Stewart Publications     

Conceptualizing Usage in Voting Behavior for Political Marketing: An Application of Consumer Behavior

Political marketing has borrowed and adapted many terms from mainstream marketing, such as image management (segmentation, targeting, and positioning) and consumer (voter). In marketing, the terms “user” and “usage” have been established, yet their application to political marketing is less clear. This paper analyzes the feasibility and usefulness of usage in the political context. Drawing from the literature on usage, a model is developed and applied to four voting environments: Britain, Australia, Russia, and Belarus. One critical factor that emerges is the concept of choice, whereby the voter may chose to indicate their preference for one party yet be forced to use a different party as chosen by collective choice. Another issue is the potential for habitual voting behavior to limit decision making. It is concluded that usage needs to be contextualized specifically for political marketing.     

Value Creation in Political Exchanges: A Qualitative Study

The purpose of this paper is to investigate how voters conceptualize value in political exchanges. The study used 10 in-depth interviews to penetrate the world view of participants to determine how they construct value and meaning in political exchanges. The findings 5 suggest that value in political exchanges operates at both a process and outcome level. Specifically, value was found to comprise economic, societal, altruistic, social, and expedient components. This research calls for a strategic redefinition of how politicians and political consultants offer value to voters in political exchanges.     

Building Political Participation: The Role of Family Policy and Political Science Courses

This mixed-methods study examined the long-term associations between two kinds of politics courses—required political science courses and required family policy courses—and the political participation, knowledge, skill, efficacy, and politically engaged identity of child and family studies alumni. Two special cases were examined: those who remembered their required political science and policy courses compared with the other groups. Additionally, open-ended responses were coded and analyzed. Together, the quantitative and qualitative data suggest that college courses impacted alumni political awareness in college but political awareness did not translate as strongly into later political participation as previous literature has assumed. Findings highlight the importance of postcollege personal connections and work experience in shaping political participation. Educators and researchers should consider this complex relationship between what students learn in college and what they may later experience in adulthood when developing curriculum for students who are not political science majors.     

积极心理学在大学生思想政治教育中的实证研究

积极心理学是当代心理学最新进展之一,积极心理学在我国教育实践中得到了较好的研究和运用.课题组以重庆工商大学旅游与国土资源学院为例,探讨如何运用积极心理学理念,开展新时期大学生学生思想政治教育,并提出了教育对策和建议,以期对思想政治教育工作有所借鉴.     

Political Marketing and Professionalized Campaigning

Abstract

During the last decade a number of scholars have argued that political campaigning has become professionalized, and that political marketing has become the new dominant campaign paradigm. However, the conceptual relationship between political marketing and the professionalization of political campaigning is unclear. Furthermore, the distinction between political marketing, market orientation, and marketing techniques is often blurred. At the same time, most of the literature is dominated by either an American or British perspective. This makes it unclear as to whether these concepts should be viewed as general concepts, or as concepts relevant primarily for countries that share some specific set of political institutions.

In this backdrop, the purpose of this article is to analyze (1) the conceptual relationship between political marketing, market orientation, marketing techniques, and professionalization of political campaigning, and (2) whether contemporary concepts of political marketing and the professionalization of political campaigning are equally applicable to all modern democracies regardless of, for example, political system and other country-specific factors. It also outlines a theory of strategic party goals for multiple arenas.     

Interactivity and Branding: Public Political Communication as a Marketing Tool

Online platforms are increasingly used as a means to present brand characteristics to key target groups. Within a political context, websites can act as a shop front from which parties or candidates can advertise their policies and personnel. The increasing use of more interactive forms of communication informs visitors about the overall brand character of the host. This article explores the impact on branding of interactivity by analyzing the online activities undertaken by UK parties and their members elected to the House of Commons during the period 2007 to 2010. Through a process of creating narratives for each of the brands analyzed, based upon a content analysis of the websites and other online presences, this article identifies what characteristics the online shop front is designed to project. This article finds overall that interactivity within online environments is becoming one aspect of the branding of parties, though this is in limited forms and linked more to a marketing communication strategy than seeking to involve or understand site visitors. Members of Parliament who use social networking sites or weblogs, in contrast, have a developed i-branding strategy that enables them to present a strongly interactive brand personality to visitors to their online presences, offering impressions of them as accessible and effective representatives.