Political Branding Strategies: Campaigning and Governing in Australian Politics

  • Lorann Downer

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

Table of contents

  1. Front Matter
    Pages i-x
  2. Lorann Downer
    Pages 1-5
  3. Lorann Downer
    Pages 52-90
  4. Lorann Downer
    Pages 91-128
  5. Lorann Downer
    Pages 129-138
  6. Mike Kaiser
    Pages 139-144
  7. Back Matter
    Pages 145-146

About this book


Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands – the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor's strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard of basic branding principles, of stunning success and shattering reversal. This is a story with lessons for practitioners, researchers and citizens in democracies everywhere.


brand branding campaign Campaigning Personal strategy

Authors and affiliations

  • Lorann Downer
    • 1
  1. 1.The University of QueenslandAustralia

Bibliographic information

  • DOI
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2016
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Business and Management
  • Print ISBN 978-1-349-84558-3
  • Online ISBN 978-1-137-58029-0
  • Buy this book on publisher's site