Political Branding in Turbulent times

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.

Analyses brand identity & image, personal branding, brand promise & trust, co-branding, and brand transgression Draws on recent political events and phenomena in the political arena Offers practical implications and key lessons for practitioners

Autorentext

Dr Mona Moufahim is Senior Lecturer at the Stirling Management School at the University of Stirling in Scotland, UK. She is the current Chair of the Political Marketing Special Interest Group of the Academy of Marketing. Her research focuses on identity, extreme right politics, and political marketing and consumption.

Inhalt

Chapter 1: Introduction- Political Branding in turbulent times.- Chapter 2: Political Brand Identity and Image: Manifestations, Challenges and Tensions.- Chapter 3: Political Branding in the USA Election of 2020.- Chapter 4: A tale of trust and betrayal: Jokowi's anti-corruption brand creation and transgression.- Chapter 5: Influencers and the building of political brands the case of India.- Chapter 6: Toxic Shock: Brexit and the lessons to be learned by UK's political 'brands'.- Chapter 7: Movement parties as brand platforms: The Case of 5 Star Movement.- Chapter 8: How trust wins against criticism: Promise concept as a political branding tool: Lessons from Polish politics.- Chapter 9: Conclusion: The ethical challenges at the heart of Political Branding.