Marketing With a Feeling: The Brand New Party Junilistan in the Swedish European Parliamentary Election 2004

An Exploratory Case Study Focusing on the Creation, Orientation, and Development of a New Political Brand: The Case of the Jury Team

“…This fresh insight will address the continued explicit calls for more empirical research in this area (O'Cass ; O'Cass and Voola ) and contribute to the limited empirical studies on the orientation of political brands (Ormrod ; Ormrod and Henneberg ). This reaffirms that research on “new” political brands remains “relatively remote” (Lock and Harris , 16; Nord and Stromback ). Therefore, can the three approaches of business orientation deconstruct the creation and development of new political brands in terms of its identity?…”

“…However, the concept of brand identity is multifaceted and complex with very few mechanisms devoted to deconstruct the internal view of brands (Dahlen, Lange, and Smith ; Pich, Dean, and Punjaisri ). Therefore, there seems to be even less attention devoted to investigating how “new” political brands are created as well as the development of their identity and orientation, particularly from an internal perspective (Nord and Stromback ). This point seems to add to the wider calls for a more in‐depth understanding of how political brands are created and positioned, and the strategy and tactics adopted by the perspectives of internal stakeholders (Baines and Harris ; Needham and Smith ; O'Cass and Voola ; O'Shaughnessy and Baines ; Speed, Butler, and Collins ).…”

“…The three orientations have served as a framework to understand the political offering of the U.K. Labour Party (Lees‐Marshment ), political parties in Australia (O'Cass ), Germany (Lees ), and Sweden (Nord and Stromback ). Ormrod () developed the application of business orientations to the political setting by primarily refocusing and updating the market orientation to become a “political market‐oriented” approach.…”

“…This article focuses on examining the creation, orientation, and development of a “new” political brand from the perspective of the party's founder and leader. This in‐depth case study will offer insight into a “relatively remote” phenomenon and provide guidance for future “new” political brands (Lock and Harris , 16; Nord and Stromback ).…”

Typical Tools for Assessment of Communicative Performance

“…Even though concepts such as popularity, reputation, image and recognition are frequently used in these evaluations there is a lack both of a conceptualization and a discussion about what these really assess. Rather, assessments have been carried out by the help of e.g., models such as Lees-Marshment's (2008) product-sales-or market oriented party, Ormrod's (2005) political market orientation (see also Ormrod, 2007;Ormrod & Henneberg, 2010) and Gibson & Römmele's (2001) professionalization index which measures campaign communication by the use of e.g., opinion pulling, databases, targeting, and continuous campaign (see e.g., Nord & Strömbäck, 2009;Strömbäck, 2007).…”