Political party brand identity and brand image: an empirical assessment (original) (raw)
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The conceptualisation of political parties, ideologies and candidates as 'brands' has become an accepted proposition and a recognised area of research that continues to evolve and develop (French and Smith 2010; Harris and Lock 2010; Lock and Harris 1996). Rawson (2007) argued that political brands are powerful important devices, which need to be thoroughly understood (Needham 2006; Phipps et al. 2010; Van Ham 2001). Political brands can be seen as a trinity of three elements, including the party leader, political party and party policy (Butler et al. 2011; Davies and Mian 2010; Smith and French 2011). Existing research has tended to focus on one (Smith and French 2011) or two aspects (Davies and Mian 2010) of the trinity, neglecting the exploration of all three elements of the political brand (Pich et al. 2014). Political branding, especially with a focus on all three elements deserves more attention (Peng