NDLI: Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party

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Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party

Content Provider	Scilit
Author	Pich, Christopher Dean, Dianne
Copyright Year	2015
Description	Journal: Journal of Marketing Management Brands are strategic assets and key to achieving a competitive advantage. Brands can be seen as a heuristic device, encapsulating a series of values that enable the consumer to make quick and efficient choices. More recently, the notion of a political brand and the rhetoric of branding have been widely adopted by many political parties as they seek to differentiate themselves, and this has led to an emerging interest in the idea of the political brand. Therefore, this paper examines the UK Conservative Party brand under David Cameron's leadership and examines the applicability of Kapferer's brand identity prism to political branding. This paper extends and operationalises the brand identity prism into a 'political brand identity network' which identifies the inter-relatedness of the components of the corporate political brand and the candidate political brand. Crucial for practitioners, this model can demonstrate how the brand is presented and communicated to the electorate and serves as a useful mechanism to identify consistency within the corporate and candidate political brands.
Related Links	http://irep.ntu.ac.uk/id/eprint/21028/1/3412_Dean.pdf
Ending Page	1378
Page Count	26
Starting Page	1353
ISSN	0267257X
e-ISSN	14721376
DOI	10.1080/0267257x.2015.1018307
Journal	Journal of Marketing Management
Issue Number	11-12
Volume Number	31
Language	English
Publisher	Informa UK Limited
Publisher Date	2015-03-04
Access Restriction	Open
Subject Keyword	Journal: Journal of Marketing Management Business and Management Political Branding Brand Identity Prism Political Marketing Uk Conservative Party British Politics
Content Type	Text
Subject	Strategy and Management Marketing

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