From ‘I Like Ike’ to Trump’s MAGA hats, branding and politics have gone hand in hand, selling ideas, ideals and candidates. Political Brands explores the legal framework for the use of commercial branding and advertising techniques in presidential political campaigns, as well as the impact of politics on commercial brands. This thought provoking book examines how branding is used by citizens to change public policy, from Civil Rights activists in the 1960s to survivors of the 2018 Parkland massacre.
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.
Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years and three brands – Kevin07, The Real Julia and that of the party. Employing a new framework to understand and evaluate branding, the book offers lessons for practitioners, researchers and citizens in democracies everywhere.
Substantially revised throughout, Political Marketing second edition continues to offer students the most comprehensive introduction to this rapidly growing field. It provides an accessible but in-depth guide to what political marketing is and how it is used in practice, and encourages reflection on how it should be used in the future. Features and benefits of the second edition: New chapters on political branding and delivery marketing; Expanded discussion of political public relations, crisis management, marketing in the lower levels of government and volunteer-friendly organizations; Examination of the new research on emerging practices in the field, such as interactive and responsive leadership communication, mobile marketing, co-creation market research, experimental and analytic marketing, celebrity marketing and integrated marketing communications; and Extensive pedagogical features, including 21 detailed case studies from around the world, practitioner profiles, best practice guides, class discussion points, an online resource site and both applied and traditional assessment questions Written by a leading expert in the field, this textbook is essential reading for all students of political marketing, parties and elections and comparative politics. This book is supported by an online resource site, www.political-marketing.org/, which is annually updated with new academic literature, audiovisual links and websites that provide further reading and links to clips for use in teaching political marketing.
Political uncertainty and instability characterise many regions around the world and, increasingly, can be observed in more established democracies. The COVID-19 pandemic, national and international tensions, and the proliferation of autocratic, chauvinist, and, at the most extreme, fascist forces around the world all contribute to turbulent political times. Such environments constitute tremendous challenges, but also opportunities for scholars to contribute to an understanding of processes in the political market, using the lens of political branding theories. Authors from various disciplinary backgrounds, including social psychology, marketing, and media and communications, provide commentaries and analyses of branding processes in different national contexts, all characterised by tensions and challenges. The topical and provocative content of the chapters, all focusing on recent political events and phenomena in the political arena, should appeal to researchers, branding practitioners, politicians, and members of the public seeking to deepen their understanding of current events and political branding concepts.
Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics. Offers comparative analyses of campaigns from country to country Covers topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more Draws on a variety of international case studies including the campaigns of Barack Obama and Nicolas Sarkozy Analyses the impact of digital media and 24/7 news cycle on campaign conduct
This edited collection is one of the first books to focus on the distinctive political marketing and branding strategies utilized by the candidates and their parties in one of the most gripping elections in U.S. history. It considers why this election was so unusual from a political marketing perspective, calling for new explanations and discussions about its implications for mainstream political marketing theory and practice. At a time of political upheaval, candidates from both parties – Donald Trump and Bernie Sanders in particular – have appeared to overturn the conventional wisdom that has hitherto dominated U.S. politics: that candidates should appear ‘presidential’, be politically experienced and qualified to run for office, and avoid controversial and politically incorrect positions. This book presents scholarly perspectives and research with practitioner-relatable content on practices and discourses that look specifically at the Trump, Clinton and Sanders campaigns and how they took current understandings of political marketing and branding in new directions.
Winning a presidential election is like operating a successful business. The best and most successful businesses are customer driven. The Marketing of the President documents how political candidates are marketed by the same sophisticated techniques that experts use to sell legal and medical services. Newman addresses issues of serious concern to the health of the political process as he examines the roles of positioning, polling, direct mail, 900 numbers, and television in advertising. Using the 1992 presidential election as a case study, this extraordinary volume reveals how the American political process has been transformed - for better or worse - by the use of marketing techniques. The Marketing of the President important reading for marketing professionals and students interested in nonprofit applications of marketing concepts, or for political scientists and policymakers who are concerned about the increasing role of marketing in political campaigns.
With the Obama campaign universally acknowledged as the most successfully marketed presidential campaign of all time, the future of political marketing is fiercely contested, provoking a wealth of high quality scholarship from across the globe. This work provides an accessible introduction to the field, international in both content and authorship, which will set the direction of future research. Routledge Handbook of Political Marketing contains cutting edge contributions written by academic experts and informed practitioners but will also have a cohesive structure, containing emerging areas and authors alongside established ones. The handbook addresses the practicalities as well as the broader impact of political marketing on politics including its’ role in the changing relationship between political leaders, parties and voters. With each chapter providing a comparative and carefully structured discussion of a key topic, the handbook examines issues within the following broad themes: Understanding the market, gathering ideas, and debate Product development, branding and strategy Internal Marketing Communicating and connecting with the public Government Marketing - delivery, policy and leadership With each chapter written to a common template presenting new research and contemporary case studies, the handbook combines a succinct presentation of the latest research with an accessible and systematic format that will be of great interest to scholars and practitioners alike.
