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.     

New Labour

Abstract

This paper examines the use made by political parties of branding, as a means of establishing party values and winning political support. It looks in particular at the way in which political parties use communication to create, build and maintain political brands.

The paper involves an examination of the recent history of the British Labour Party. After a long period in the political wilderness, the party re-branded itself as “New Labour” in the mid-1990s, and-as New Labour-swept to power in a landslide election victory in 1997, under their new leader, Tony Blair.

Using media coverage and material written by some of the architects of New Labour, the paper will describe the creation of the “New Labour” brand, and look at how it was developed and used to generate political support. The paper will also consider the evolution and development of the brand, as the substance underlying the stated brand values has come to be questioned, not least by so-called “Old Labour” supporters of the party.

The paper will draw conclusions regarding the successful management of a political brand, pointing in particular at the need to ensure that the performance of a party espousing a particular brand supports and reinforces communicated brand values and the brand itself.     

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.     

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.     

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.     

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.     

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.     

Globalization and legal change: The “Americanization” of European law?

Intensified global economic competition, economic liberalization, and the rise of EU governance have led some observers to argue that there has been a trend toward the “Americanization” of the European “way of law.” This article addresses that contention, focusing on legal change in European member states. It first describes ways in which the American legal tradition has differed most sharply from the national legal systems of Western Europe (including Great Britain) and the political and economic factors that account for this “American legal distinctiveness.” Similar political and economic factors currently are at work in Europe, the article acknowledges, creating incentives for legal convergence. But it also argues that European legal culture and the political organization of European national states generate path‐dependent forces that impede European movement toward American ways of law, and it discusses six important differences between European and American law that remain entrenched and are unlikely to disappear.     

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.     

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 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.     

Political science,political ideas and rhetoric

The article reviews ‘ideational’ analysis and theory in political science. It argues that this is an important area of research limited by lack of a clear sense of what ideas in politics are and of how to analyse them as directly as possible. It is argued that political science should learn from the ‘rhetorical turn’ in various areas of the social sciences, developing ways, appropriate to political science, of analysing the language, rhetoric and argumentation of political and policy discourse in its governmental contexts. Such an approach rests on a strong sense of the dynamic, contested and creative nature of political activity.     

Not Big Brand Names but Corner Shops

ABSTRACT

Does New Labour's model of a centrally orchestrated and national-centric political communication strategy effectively engage the electorate? Drawing on interviews with those active in politics “on the ground,” this paper argues that the centralised party model has become unpopular. Furthermore, as these activists tell us, the model is also causing the electorate to reject the democratic process and become apathetic about the political system. Many in Britain, therefore, look to a more locally focussed model, one that has proved successful for the Liberal Democrat party. This model allows communication to be managed at the local level and for the candidate to interact with the local context. An effectively marketed, locally contextualised strategy allows politics to connect with the electorate and, we would suggest, will become more widespread with the realisation that top-down politics does not engage with voters.     

Where you lead we will follow: a longitudinal study of strategic political communication in election campaigning

The ways in which election campaigns are planned, organized, and conducted have changed considerably during recent decades, and political parties constantly employ new ideas and practices in order to communicate as strategically and effectively as possible. The concept of strategic political communication refers to an organization's purposeful management of information and communication to achieve certain political goals. In this article, we focus on the role of the individual political party in developing election campaigning. The empirical material covers the 2002, 2006, and 2010 Swedish national election campaigns and illustrates how political parties lead and follow each other in the development of strategic political communication. By exploring party agency, this article contributes to the understanding of how ideas and practices of strategic political communication emerge and develop over time in election campaigning.     

Three faces of political marketing strategy

The term strategy is appearing with great frequency in the political marketing literature. However, the concept of political marketing strategy has been criticized for being unidimensional, ill‐defined and neglecting the contingencies of strategy theories. This article argues that a minimal definition and a division of epistemological terms could respond to the outlined critique. Copyright © 2011 John Wiley & Sons, Ltd.     

Political brand experience and voting intention: Is there a relation?

The current study reveals that Indian voters' political brand experiences positively influence their engagement and trust in a political party. Voters' addiction to political parties mediates the relationship between their party engagement and voting intentions. Thus, political marketers should increase voters' party brand addiction for proper conversion of party engagement in the ballot box. Although voters' political brand trust directly influences their voting intentions, interestingly, their political brand addictions indirectly influence the relationship between brand trust and voting intentions. The findings advocate that political marketers should ensure positive political party experiences to ensure voters' engagement with the party. Positive party experiences increase voters' trust in the party further. Another critical input for political marketers is the role of political brand addiction, which the study findings corroborate. Political brand addiction develops a set of loyal voters for a party and guarantees those voters' support for the party.     

Understanding varieties of populism in times of crises

Abstract

This introduction presents the conceptual and analytical framework which constitutes the background for the special issue entitled ‘Varieties of Populism in Europe in Times of Crises’. More specifically, this contribution investigates how different populist parties in the European Union have been affected by the recent economic crisis and the more long-lasting political and cultural crises. Analytically, the article disentangles the role of the Great Recession vis-à-vis other factors (such as political and party system factors, but also structural social changes or cultural opportunities) in the growing strength of populist parties in various European countries. It argues that although the economic crisis has without any doubt provided a specific ‘window of opportunity’ for the emergence of new political actors, which have capitalised on citizens’ discontent, long-lasting political factors – such as the increasing distrust toward political institutions and parties – and the more recent cultural crisis connected with migration issues have offered further fertile ground for the consolidation of populist parties in several European countries. Furthermore, as confirmed by the articles presented in the special issue, the various crises have offered differential opportunities for different types of populism – both inclusionary and exclusionary.     

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.     

政治文化与政治体制改革的关系

政治文化是在长期的社会历史文化传统的影响下形成的某种特定的政治价值观念、政治心理和政治行为模式。它主要包括政治主体对政治体系、政治过程等政治现象以及自身在政治过程中所处的地位和作用的一种态度和价值倾向。政治文化对一个社会的政治有重要影响 ,政治系统也影响政治文化的形成 ,本文试图从两个方面分析政治文化和中国政治体制改革的互动影响。