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Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign

Pich, C.a, Dean, D.b, Punjaisri, K. (2014) Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign. Journal of Marketing Communications, 22 (1). pp. 100-117. ISSN 1352-7266. E-ISSN 1466-4445. (doi:10.1080/13527266.2013.864321) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1080/13527266.2013.864321

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.

Item Type: Article
DOI/Identification number: 10.1080/13527266.2013.864321
Uncontrolled keywords: political communications, internal market, political branding, Conservative Party
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Khanyapuss Punjaisri
Date Deposited: 10 Apr 2017 08:43 UTC
Last Modified: 01 Aug 2019 10:41 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/61288 (The current URI for this page, for reference purposes)
Punjaisri, K.: https://orcid.org/0000-0003-0129-2554
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