Please use this identifier to cite or link to this item:
Title: Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign
Authors: Pich, C
Dean, D
Punjaisri, K
Keywords: Political communications;Internal market;Political branding;Conservative party
Issue Date: 2014
Publisher: Taylor and Francis
Citation: Journal of Marketing Communications, 2014
Abstract: This paper seeks to build an understanding of the importance of internal communications when building a strong political brand. Using Kapferer's brand prism as a conceptual framework, the paper explores UK Conservative Party members' attitudes towards the development of the Conservative brand as personified by David Cameron. There are clear implications for political strategists as the findings suggest that it is crucial to engage the internal market in the co-creation of the marketing communications strategy for as brand evangelists they interpret the brand promise at the local level.
ISSN: 1352-7266
Appears in Collections:Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
Fulltext.pdf600.87 kBAdobe PDFView/Open

Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.