The evolving nature of political brands: a comparative study exploring the internal and external brand orientations of David Cameron’s Conservative Party from 2010 to 2015

Pich, C ORCID: 0000-0003-1259-2827, Armannsdottir, G ORCID: 0000-0001-5458-8434 and Spry, L ORCID: 0000-0002-1473-1205, 2015. The evolving nature of political brands: a comparative study exploring the internal and external brand orientations of David Cameron’s Conservative Party from 2010 to 2015. In: 20th International Conference on Corporate and Marketing Conference, Izmir University of Economics, Izmir, Turkey, 16-17 April 2015.

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Abstract

This paper seeks to build an understanding of the relationship between the communicated brand identity and understood political brand image of the UK Conservative Party. This is supported by the exploration of the applicability of Kapferer’s brand identity prism (2008) and brand image framework (Bosch et al. 2006) to the context of political marketing. Despite this research demonstrating the problematic nature of transferring concepts of brand identity and brand image to the political environment, this research develops an improved and focused framework to explore internal and external orientations of political brands. The findings have implications not only for political parties but also for politicians, candidates and other political entities. Organisations will be able to generate a deeper understanding of their brands from an internal and external orientation and investigate whether their projected brand identity is coherent with the understood external brand image.

Item Type: Conference contribution
Creators: Pich, C., Armannsdottir, G. and Spry, L.
Date: April 2015
Divisions: Schools > Nottingham Business School
Depositing User: Linda Sullivan
Date Added: 18 Jan 2017 09:40
Last Modified: 09 Jun 2017 14:11
URI: http://irep.ntu.ac.uk/id/eprint/29800

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