Political Brand Identity and Image: Manifestations, Challenges and Tensions

Pich, Christopher; Armannsdottir, G

doi:10.1007/978-3-030-83229-2_2

Cited by 4 publications

(3 citation statements)

References 37 publications

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“…In addition, establishing an identity for the political party and not the political party leader that political consumers can relate to is still problematic for many political brands (Jain, Chawla, Ganesh & Pich, 2018). To add to this complexity, a political party brand is also often viewed through either a corporate or service brand lens (Jain, Pich, Ganesh & Armannsdottir, 2017;Mensah, 2016;Pich & Armannsdottir, 2022). For this study, a political brand is viewed from the perspective of a service brand in that human performance rather than product performance is the focus of attention.…”

Section: Political Brandmentioning

confidence: 99%

Driving political issues with political brand storytelling on social media: an online brand persona perspective

Wyk¹,

Plessis²

2023

JCSA

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Numerous South African political parties have a social media presence to create more awareness around the political issues which they stand for, and thus to attract more voters. Nowadays political parties act as political brands and adopt brand strategies to gain a competitive advantage over opposition parties. This article proposes adopting a social identity theory as a novel approach to how political brands could drive political issues on social media. It is further suggested that due to the complexity of the South African political scene, more attention could be paid to how political brands could leverage political brand stories in conjunction with an online political brand persona on social media to position themselves in a chaotic online political space. To test this, semi-structured expert interviews were conducted with communication professionals in South African public relations agencies who were responsible for creating content for political parties’ Facebook and Twitter accounts. Four themes that became evident in the data collectively indicate that political brands will successfully drive political issues on social media only when they are able to connect emotionally with the political consumer. In this regard, an online political brand persona may be critical in not only eliciting an emotional reaction from political consumers, but also establishing a long-term connection with them based on how credible the political brand is in terms of what they care about and their ability to solve issues.

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Section: Political Brandmentioning

confidence: 99%

Driving political issues with political brand storytelling on social media: an online brand persona perspective

Wyk¹,

Plessis²

2023

JCSA

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“…Untuk tujuan tersebut, kami mengadaptasi konsep brand, political branding dan brand personality yang disampaikan oleh para ahli berikut. Menurut Pich dan Armannsdottir (2022) brand terdiri dari dimensi fisik dan dimensi tidak berwujud yang diciptakan, dikelola, dan dikomunikasikan oleh partai politik dan politisi yang kemudian dihidupkan dalam benak pemilih. Sharma dan Jain (2022) menjelaskan bahwa political branding merupakan alat yang efektif dan efisien bagi partai politik dan politisi untuk memengaruhi perilaku pemilih dengan cara menciptakan, mengelola dan memosisikan identitas yang diharapkan.…”

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“…Sebagai sebuah konsep, political branding pada dasarnya mengadopsi konsep bran yang berkembang dalam praktek-praktek pemasaran komersial. Konsep ini kemudian diaplikasikan ke dalam studi pemasaran politik dengan tujuan memaksimalkan dukungan beragam jenis pemilih kepada partai politik dan politisi (Pich & Armannsdottir, 2022). Political branding bekerja melalui tahapan positioning dan diferensiasi.…”

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Politisi dengan tingkat elektabilitas rendah dan strategi branding politik: analisis multimodalitas akun instagram puan maharani

Hatmanti,

Ahmad

2023

JKP

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Politicians potentially nominated by political party as a candidate for running in the elections commonly expected to get endorsement from a substantial number of electoral markets. Only few of them have a chance to do so however. In consideration of this, most of these politicians select and use particular semiotics codes strategically as an element to establish political branding strategy they carry out through media platforms, including social media. Having adopted Aaker’s (1997) concept of brand personality, this article examines how did Puan Maharani exploit semiotic code resources communicated through his Instagram account (@puanmaharaniri) as a political branding strategy. 3 materials posted in his Instagram account with high level engagement were selected, extracted and analyzed using multimodal analysis. The findings are follows. Puan deployed various kinds of semiotic code resources strategically. This includes strategic selection of represented participants, gestures, image composition, clothing colors, and hair styling. She kept exploiting all dimensions of brand personality, as posited by Aaker (1997), but she highlighted following three dimensions of this brand personality, which are competence, sophistication, and ruggedness much more and did it consistently. Political branding strategy she carried out was directed to create her personal political image as a populist politician; though this image belongs to her toughest rival from the party she associated with, which is Ganjar Pranowo

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Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election

Rodríguez

Villarreal

Valiño

et al. 2023

Humanit Soc Sci Commun

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The current research examines the options available for political candidates to leverage their brand in order to influence voting intentions. Candidates, owing to the strong psychological connections they establish with their voters, are well-positioned to construct brand equity. Emotions are part of any brand–consumer relationship, but in the case of politics, the importance of this dimension may be more significant given that the brand, in this case, is a living person. This is expressed in the degree of consumer–voter commitment and emotional involvement. A multidimensional construct of brand equity is used to explore the relationships between its dimensions and voter intentions. The findings suggest a robust correlation between candidates’ brand equity and respondents’ future voting intentions. In addition, it is feasible to ascertain the characteristics of the brand equity of the different candidates and to identify the dimensions on which to focus efforts to improve brand equity. The current study enhances the utilization of candidate brand equity assessment as a viable alternative to polling data in practice. Its contribution lies in the potential to effectively manage the various dimensions of brand equity for the benefit of a candidate.

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Political Brand Identity and Image: Manifestations, Challenges and Tensions

Cited by 4 publications

References 37 publications

Driving political issues with political brand storytelling on social media: an online brand persona perspective

Driving political issues with political brand storytelling on social media: an online brand persona perspective

Politisi dengan tingkat elektabilitas rendah dan strategi branding politik: analisis multimodalitas akun instagram puan maharani

Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election

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