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.