Abstract
This chapter explores the impact of the Brexit campaign on British political brands. It reflects upon the use of the branding theory as an effective way of conceptualising political organisations and the importance of the positioning concept as a way of establishing distinctiveness between one political offering and another. It considers the relative brand positions occupied by the major UK political brands and the factors that impacted upon their relative success in the referendum campaign and beyond. Finally, it identifies a number of lessons that can be learned by political ‘brands’ for campaigns in the years ahead.
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Lloyd, J. (2022). Toxic Shock: Brexit and the Lessons to Be Learned by UK’s Political ‘Brands’. 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_6
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