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Political Brand Identity and Image: Manifestations, Challenges and Tensions

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Political Branding in Turbulent times

Part of the book series: Palgrave Studies in Political Marketing and Management ((Palgrave Studies in Political Marketing and Management))

Abstract

The purpose of this chapter is twofold. Firstly, we put forward key branding concepts and frameworks within political marketing, to explore political brand identity and political brand image in relation to different typologies of political brands in international contexts. Further, we argue that political brands represent a complex ecosystem of inter-related yet often distinct sub-brands. Nevertheless, all political brands should strive to be positioned and perceived as authentic, united, engaging, trustworthy and understandable by multiple stakeholders, which in turn can lead to success at the ballot box. Secondly, we apply theory to practice and provide two specific short case studies grounded on empirical qualitative research. We conclude by presenting implications to theory and practice and an agenda for future research.

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Authors and Affiliations

  1. Nottingham Business School, Nottingham Trent University, Nottingham, UK

    Christopher Pich & Guja Armannsdottir

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  1. Christopher Pich
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  2. Guja Armannsdottir
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Correspondence to Christopher Pich .

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Editors and Affiliations

  1. University of Stirling, Stirling, UK

    Mona Moufahim

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Pich, C., Armannsdottir, G. (2022). Political Brand Identity and Image: Manifestations, Challenges and Tensions. In: Moufahim, M. (eds) Political Branding in Turbulent times. Palgrave Studies in Political Marketing and Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-83229-2_2

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