Investigating political brand reputation with qualitative projective techniques from the perspective of young adults

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Introduction

The application of corporate branding theory to the political arena allows political parties, candidates, politicians, and coalitions, otherwise known as "political brands," to develop desired identities and reputations, create an authentic-credible offering of intangible and tangible elements, and to project an ideal position to multiple stakeholders (Nielsen, 2017; Scammell, 2015; Speed, Butler, & Collins, 2015). Corporate political brand can be conceptualized as a trinity of elements including the party, leader, and policy(Butler, Collins, & Speed, 2011; Davies & Mian, 2010; Smith & French, 2011). Corporate "political" brands are multifaceted constructs yet should provide a clear,...

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