Evolution of political branding: typologies, diverse settings and future research

Pich, C. ORCID: 0000-0003-1259-2827 and Newman, B.I., 2019. Evolution of political branding: typologies, diverse settings and future research. Journal of Political Marketing. ISSN 1537-7857

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Abstract

Political branding has developed into an established and vibrant sub-discipline of political marketing. Indeed, political branding research continues to push boundaries by critically applying consumer based branding theories, concepts and frameworks to the political environment. Recently, political branding scholars have segmented research into different categories such as corporate, candidate, leader, local-regional, internal or external in orientation. Despite this development, there continues to be limited research on alternative or different typologies of political brands. This study reaffirms political branding as a distinct area of research and discusses how political brands can be conceptualised and operationalised. Further, drawing on seven empirical and conceptual papers, which focus on different typologies of political brands from a range of international contexts including Canada, USA, Iceland, Indonesia and India, we reflect on the current political branding environment. We conclude that there are multiple relationships and numerous interconnected political brands, which represent an intricate environment or ecosystem. This study offers academics and political actors guidance on how to conceptualise political brands and provides a starting point to map out the ecosystems of political brands. Finally, this study provides explicit calls for further research in political branding.

Item Type: Journal article
Publication Title: Journal of Political Marketing
Creators: Pich, C. and Newman, B.I.
Publisher: Routledge
Date: 27 October 2019
ISSN: 1537-7857
Identifiers:
NumberType
10.1080/15377857.2019.1680932DOI
1206473Other
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 24 Oct 2019 07:42
Last Modified: 13 Nov 2019 09:48
URI: http://irep.ntu.ac.uk/id/eprint/38033

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