Boris Johnson’s political brand is in deep trouble

Pich, C. ORCID: 0000-0003-1259-2827, 2020. Boris Johnson’s political brand is in deep trouble. The Conversation.

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Boris Johnson has had a tricky time as UK prime minister of late. He faces criticism that he has mishandled the national response to the coronavirus crisis, leading to public confusion and a very high death toll.

I would argue that part of Johnson’s struggle stems from his political brand. He has been successful as a politician by projecting a certain image to the public. But now, in a moment of extreme pressure, that image does not provide the reassurances the public needs. Johnson has spent recent months attempting to pivot towards a new political brand, but he hasn’t made it all the way there. Now, what is left is a confusing mixture of brands – leaving the British public uncertain of what to expect from the prime minister, and perhaps even the prime minister himself uncertain of how to act.

Every politician has a political brand identity. They may not care to accept this proposition or agree with the terminology, but they do. For centuries, they have attempted to create, develop and manage a desired position that represents “what they stand for”. The hope is that this will then resonate with the electorate and win them office.

Item Type: Newspaper or popular journal contribution
Publication Title: The Conversation
Creators: Pich, C.
Publisher: The Conversation
Date: 26 June 2020
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 27 Jul 2020 15:37
Last Modified: 27 Jul 2020 15:37

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