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Political Branding in Turbulent times pp 9–32Cite as

Palgrave Macmillan

Political Brand Identity and Image: Manifestations, Challenges and Tensions

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

Keywords

  • Political brands
  • Political brand identity
  • Political brand image
  • Political brand positioning
  • Political brand ecosystem

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Fig. 2.1

(Reproduced from Pich & Newman, 2019: 10)

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Authors and Affiliations

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

    Christopher Pich & Guja Armannsdottir

Authors
  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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