| Abstract: | 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. |
