This book demonstrates the progress that has been made on political branding research across international contexts. It focuses on the critical application of new concepts and frameworks, generating a deeper understanding of unexplored settings and positioning research from multiple perspectives.
It is important to consider different typologies of international political brands particularly as we have witnessed huge changes across political landscapes from Brexit, the rise of President Trump, the surge in populism and the development of sustainable-climate change movements. Given that there are many potential typologies and non-traditional political brands, this volume investigates different typologies and alternative political brands with the support of new and under-developed theoretical lens from multiple perspectives and contexts. These include Canada, Iceland, India, Indonesia and the United States of America. This book provides areas of reflection and explicit calls for further research, which in turn will advance insight into political brands and enhance our understanding of political marketing in action.
This is a must-read guide for setting out the implications of theory and practice for multiple stakeholders including political marketers, political scientists, politicians, political party organizers, brand managers and scholars across a wide range of social science disciplines.
The chapters in this book were originally published as a special issue of the Journal of Political Marketing.
Table of Contents
1. Evolution of Political Branding: Typologies, Diverse Settings and Future Research
Christopher Pich and Bruce I. Newman
2. Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi
Varsha Jain and Ganesh B. E.
3. Moderators and Mediators of Framing Effects in Political Marketing: Implications for Political Brand Management
Andrzej Falkowski and Magdalena Jabłońska
4. Scripted Messengers: How Party Discipline and Branding Turn Election Candidates and Legislators into Brand Ambassadors
Alex Marland and Angelia Wagner
5. Exploring Personal Political Brands of Iceland’s Parliamentarians
Guja Armannsdottir, Stuart Carnell, and Christopher Pich
6. Why Cryptocurrencies Want Privacy: A Review of Political Motivations and Branding Expressed in "Privacy Coin" Whitepapers
John Harvey and Ines Branco-Illodo
7. The Emergence of Science as a Political Brand
Todd P. Newman
8. Symbolic Political Communication, and Trust: A Young Voters’ Perspective of the Indonesian Presidential Election
Ihwan Susila, Dianne Dean, Raja Nerina Raja Yusof, Anton Agus Setyawan and Farid Wajdi
Christopher Pich is senior lecturer in Marketing at Nottingham Business School, Nottingham Trent University, UK. Christopher is the Managing Editor for Europe of the Journal of Political Marketing and continues to publish articles in the Journal of Business Research, European Journal of Marketing, International Journal of Market Research and Journal of Politics and Policy. He focuses on topics such as political brand identity, image, reputation and co-branding in international settings.
Bruce I. Newman is Editor-in-Chief of the Journal of Political Marketing and author of several books and articles on political marketing, voter choice behavior and political strategy, including The Marketing of the President and most recently Brand (Kendall-Hunt Publishing, 2018).