Political brand image: an investigation into the operationalisation of the external orientation of David Cameron’s Conservative brand

Pich, C. ORCID: 0000-0003-1259-2827 and Armannsdottir, G. ORCID: 0000-0001-5458-8434, 2015. Political brand image: an investigation into the operationalisation of the external orientation of David Cameron’s Conservative brand. Journal of Marketing Communications. ISSN 1466-4445

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Abstract

This paper seeks to address the limited understanding of how to operationalise the external brand image of a political brand. More specifically, this research critically assesses the transfer potential of the six variables of brand image by Bosch, Venter, Han and Boshoff to deconstruct the UK Conservative Party brand from the perspective of young people aged 18–24 years during the 2010 UK General Election campaign. This research demonstrates the applicability of the six variables otherwise known as the ‘brand image framework’ to the political environment. However, the application of the brand image framework in its original conceptualisation proved problematic. Many of the brand image variables were clarified, rearticulated and simplified to address the political context. This refined conceptualisation provided an in-depth understanding of how to investigate the political brand image of David Cameron’s Conservative Party. This study addresses the paucity of research that operationalises external brand image and provides practitioners and academics within and beyond the context of political branding a mechanism to understand the external orientation of brands. This research may also be used by political and non-political brands as a basis to explore external brand image and compare its consistency with internal brand identity.

Item Type:	Journal article
Publication Title:	Journal of Marketing Communications
Creators:	Pich, C. and Armannsdottir, G.
Publisher:	Taylor & Francis
Date:	2015
ISSN:	1466-4445
Identifiers:	Number Type 10.1080/13527266.2015.1072577 DOI
Divisions:	Schools > Nottingham Business School
Record created by:	EPrints Services
Date Added:	28 Oct 2015 10:34
Last Modified:	09 Jun 2017 13:55
URI:	https://irep.ntu.ac.uk/id/eprint/25942

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