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The 2001 General Election: Factors Influencing the Brand Image of Political Parties and their Leaders

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Abstract:

This paper considers the importance of building the brand image of parties and leaders in modern day politics. Firstly, the appropriateness of branding in the sphere of politics is considered. Then, brand image research on political parties and their leaders is identified and discussed. From this, the advertising (positive and negative), events and celebrity endorsements that affected the June 2001 election are discussed. Finally, some tentative conclusions on political image management are forwarded along with the likely future developments in this area.

Keywords: BRANDS; EVENTS; IMAGE; MARKETING; POLITICS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725701323366719

Publication date: November 1, 2001

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