Problematizing the presentation and reception of political brands: the strategic and operational nature of the political brand alignment model

Pich, C. ORCID: 0000-0003-1259-2827, Armannsdottir, G. ORCID: 0000-0001-5458-8434, Dean, D., Spry, L. ORCID: 0000-0002-1473-1205 and Jain, V., 2020. Problematizing the presentation and reception of political brands: the strategic and operational nature of the political brand alignment model. European Journal of Marketing, 54 (1), pp. 190-211. ISSN 0309-0566

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Abstract

Purpose: There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this research is to build an understanding of how political brand messages and values are received and aligned with voter expectations, which in turn shapes the consistency of a political brand.

Design/methodology/approach: Using an interpretivist perspective, this two-stage approach firstly focuses on semi-structured interviews with internal stakeholders of the UK Conservative Party and secondly uses focus group discussions with external stakeholders [voters] aged 18-24 years. Data was collected between 1st December 2014 and 6th May 2015.

Findings: The findings suggest that the UK Conservative brand had recovered from the ‘nasty party’ reputation. Further, the Conservative brand was perceived as credible, trustworthy, and responsible, with positive associations of ‘economic competence’. However, while the nasty party imagery has declined, the UK Conservative brand continues to face challenges particularly in terms of longstanding negative associations perceived by both internal and external markets.

Originality/Value: The brand alignment model extends current branding theory by firstly building-on an understanding of the complexities of creating brand meaning, secondly, by operationalizing differences between the brand and how it is interpreted by the electorate. Finally, identifying if internal divisions within the political party pose a threat to the consistency of the brand.

Item Type: Journal article
Publication Title: European Journal of Marketing
Creators: Pich, C., Armannsdottir, G., Dean, D., Spry, L. and Jain, V.
Publisher: Emerald
Date: 2020
Volume: 54
Number: 1
ISSN: 0309-0566
Identifiers:
NumberType
10.1108/EJM-03-2018-0187DOI
1118238Other
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 16 Sep 2019 08:36
Last Modified: 23 Jul 2020 10:17
URI: http://irep.ntu.ac.uk/id/eprint/37663

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