Developing a Political Brand Image Framework

  • Varsha Jain
  • Philip J. Kitchen
  • B. E. Ganesh
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The relationship between consumers and brands needs a thorough understanding of the means of developing a strong sense of bonding. This is true for political branding and marketing as well. Thus, one of the most effective means of developing this is the political brand image. Further, studies have found that found that voter assessments become negative when the party and the leader cannot portray themselves positively and vice versa. Despite this, there are almost no studies that provide a comprehensive means of developing a political brand image. Our study thus borrows the taxonomical structure from impression management. To substantiate this, we used focus group discussions to elicit the general perceptions of relevant respondents. Thus, we conducted eight FGDs with ten participants each. This study was further supported by interviews with three political observers. Further, the following categories and themes for political brand image were developed: political brand image and enhancement, political brand image and exemplification, political brand image and humility, political brand image and tenacity and political brand Image and self-promotion. Subsequently, the following themes were developed: enhancement, exemplification, humility, tenacity and self-promotion. Thus, we developed a robust retrospective and prospective framework for a strong political brand image.


Political brand image Reputation Leader Party 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Varsha Jain
    • 1
  • Philip J. Kitchen
    • 2
    • 3
  • B. E. Ganesh
    • 1
  1. 1.MICAAhmedabadIndia
  2. 2.Salford University Business SchoolSalfordUK
  3. 3.ESC Rennes School of BusinessRennesFrance

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