The Ideology of Political Correctness and Its Effect on Brand Strategy

Katsanis, Lea Prevel

doi:10.1108/10610429410061861

Journal of Product &Amp; Brand Management

1994

DOI: 10.1108/10610429410061861

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The Ideology of Political Correctness and Its Effect on Brand Strategy

Lea Prevel Katsanis

Abstract: Describes the phenomenon of political correctness and its effect on the way brand marketers conduct their business. Discusses in detail the effect of this ideology on brand association, brand symbolism, target marketing, promotional messages and brand features; provides case studies. Presents first, a brief discussion of political correctness with a working definition; then the differences between politically correct and politically incorrect brands. Uses the examples of Dakota cigarettes and Stroh′s beer to s… Show more

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Cited by 5 publications

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Brand New Party: Political Branding and the Conservative Party of Canada

Marland

Flanagan

2013

Can J Pol Sci

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Abstract. Little has been written about the use of branding by Canadian political parties. We draw on interviews with 30 party elites to document the branding of the Conservative party of Canada from 2003 to 2006. We disclose that preparations to re-brand the Canadian Alliance party were subsumed into the new party and that the colour of the maple leaf in the Conservative logo was a contentious topic because of its political symbolism. We conclude that partisans' attachment to colours and the use of negative advertising constitute important differences between the practice of branding in the political and business spheres.Résumé. Fort peu d'écrits ont été consacrés au processus de développement d'images de marque (ou branding) par les partis politiques canadiens. Cet article présente des données tirées d'entrevues réalisées auprès de 30 dirigeants et stratèges du Parti conservateur du Canada sur cette question entre 2003 et 2006. Les entretiens révèlent que les préparatifs menant au repositionnement de l'image de l'Alliance canadienne ont mené à la création de la nouvelle formation et qu'un débat important sur l'arrimage chromatique de la feuille d'érable présente dans le nouveau logo conservateur a secoué le parti en raison de sa symbolique politique. En conclusion, nous posons que l'identité partisane liée à certaines couleurs et le recours à la publicité négative représentent des différences notables dans l'exercice de développement d'images de marque entre les sphères politiques et commerciales.

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Brand New Party: Political Branding and the Conservative Party of Canada

Marland

Flanagan

2013

Can J Pol Sci

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The role of ideology in brand strategy: the case of a food retail company in Italy

Massa

Testa

2012

International Journal of Retail &Amp; Distribution Management

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Purpose -This paper aims to study the role of ideology in brand strategy with reference to large-scale food retailing. By means of a thorough case study investigation of highly ideology-focused food retailer Eataly, the paper aims to enrich existing theory on retailer branding. The various elements of Eataly's brand have been studied in order to identify how they enact the ideology for which the retailer stands. This topic is particularly relevant in a context where consumers appear increasingly committed to social responsibility and business ethics. So the final goal of the paper is to identify ideology-focused brand choices that lead to a preference towards the retailer. Design/methodology/approach -In order to address this paper's research aim, a well known framework developed by Esbjerg and Bech-Larsen is adopted to conceptualize the retail brand. Case study methodology is applied. Findings -This paper provides both research-related and practical contributions. From a research perspective, it provides empirical evidence on the role of ideology in large-scale food retailing, a field which has been traditionally neglected in the ideology debate. From a practical perspective, it provides a contribution to retailers and brand managers. Three main lessons can be mentioned. First, a company's ideology should be pervasively applied to each aspect of a brand and it seems to be primarily situated within tangible and physical attributes, rather than within symbolic features, at least in the case investigated. Second, an explicit ideology is not exempt from risks. Third, ideology can be subject to multiple interpretations that may give rise to unintended consequences. Research limitations/implications -This study tries to attenuate the reliability issues that are inherent in qualitative research by interviewing multiple informants with different positions inside the company. Triangulation using different types of data sources and systematic data analysis was also employed. Originality/value -The paper raises the importance of ideology in large-scale food retailing. It adopts the Esbjerg and Bech-Larsen framework and introduces the dimension of ideology as a lens through which each aspect of a brand can be interpreted. Moreover, it suggests that a brand's functional attributes play more of a leading role in transmitting ideology than symbolic features, which is somewhat counterintuitive.

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Investigating the effects of political correctness in social marketing messaging

Guzmán,

Alvarado-Karste,

Ahmad

et al. 2024

EJM

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Purpose Obesity imposes myriad negative consequences upon society, the economy and personal well-being. This study aims to investigate the effectiveness of using political correctness (PC) in social marketing messages to persuade consumers to change their unhealthy behavior. It also explores various underlying mechanisms that drive this effect. Specifically, this research studies that messaging approach – politically correct vs politically incorrect and gain vs loss message framing – generates higher consumer intentions to change their behavior. Design/methodology/approach Four experiments were conducted with nationally representative samples to examine the effect of PC and gain vs loss message framing on consumers’ behavior changing intentions. Findings Politically correct prosocial marketing messages displayed higher persuasiveness than politically incorrect messages. Each relationship was mediated by the perceived manipulative capacity of the message and consumers’ attitudes toward the message. Message framing performed as a boundary condition for these effects. Research limitations/implications This paper sought to contribute to the literature that investigates the effectiveness of social marketing efforts. Three specific contributions related to the effects of message frames on politically correct and incorrect social marketing messages were developed. Practical implications The strategies presented in this paper benefit firms wishing to create a more prosocial approach to their business. A firm can present a prosocial message to their target market in a frame focusing on what will be gained instead of lost. Likewise, firms should welcome this type of messaging that embraces politically correct terminology instead of shying away from it. Originality/value This paper generates actionable insights for marketers and policymakers regarding how best to communicate with targeted segments about culturally- and personally sensitive topics related to obesity and weight loss. This paper also contributes to the literature that explores the effectiveness of social marketing initiatives. The findings suggest policymakers and social marketers should be cautious and, regardless of today’s sociopolitical environment, avoid falling into the temptation of developing politically incorrect and loss-framed messages.

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The Ideology of Political Correctness and Its Effect on Brand Strategy

Cited by 5 publications

References 6 publications

Brand New Party: Political Branding and the Conservative Party of Canada

Brand New Party: Political Branding and the Conservative Party of Canada

The role of ideology in brand strategy: the case of a food retail company in Italy

Investigating the effects of political correctness in social marketing messaging

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