Political Branding in Turbulent Times

ISBN-13: 9783030832285 / Angielski / Twarda / 2021 / 134 str.

Mona Moufahim

Spis treści

1. Introduction: why do we need political branding? Mona Moufahim (University of Stirling, UK)

2. Has Brexit Broken Political Brands? Jenny Lloyd (Oxford Brookes University, Oxford UK)

3. Trust, hope, and promises:  building a trusted brand. Lessons from Polish politics. Wojciech Cwalina (Maria Curie-Sklodowska University, Lublin, Poland) & Milena Drzewiecka (SWPS University of Social Sciences and Humanities, Warsaw, Poland)

4. Branding for political change: the case of 5 Star Movement. Jon Bertilsson (Lund University, Sweden), Andrea Lucarelli (Stockholm Business School, Sweden) and Gregorio Fuschillo (Kedge Business School, Marseille France)

5. Brand Hillary. Minita Sanghvi (Skidmore College, Saratoga Springs USA) & Phillip M. Frank (Missouri Western State University, Saint-Joseph USA)

6. From hero to zero: Political brand endorsement and brand transgression. The case of Jokowi’s relationship with Indonesian Corruption Eradication Commission. Gunaro Setiawan (Griffith Business School, Business Strategy & Innovation, Griffith University, Australia) & Giri Ahmad Taufik (Griffith School of Law, Griffith University, Australia)

7. Political Co-Brands: Typologies, Challenges and Tensions. Christopher, Pich, Nottingham Trent University & Guja Armannsdottir Nottingham Trent University, UK 

8. Conclusion: moving on from here? exploring the ethical dimension of political branding and political marketing Mona Moufahim (University of Stirling, UK) & Darren Lilleker (Bournemouth University, UK)

O autorze

Dr Mona Moufahim is Senior Lecturer at the Stirling Management School at the University of Stirling in Scotland, UK. She is the current Chair of the Political Marketing Special Interest Group of the Academy of Marketing. Her research focuses on identity, extreme right politics, and political marketing and consumption.

Blurb

“This timely text from political marketing experts brings together a plethora of up-and-coming and established authors to explore the most pertinent questions in political marketing today. Ethics, brand-branding for political movements, the role influencers play; are all covered. Read this fascinating book to understand more.”  

---Paul Baines, Professor of Political Marketing, University of Leicester, UK

"This is a must read for anyone interested in understanding the connection between politics and branding." 

---Bruce I. Newman, Professor of Marketing, DePaul University, USA

"If you want the best research and thinking on International Political Branding then buy this book.

The work is cutting edge, up to date, has quality thinking and has truly global reach with cases from America, Asia and Europe."

---Phil Harris, Professor Emeritus of Marketing & Public Affairs, University of Chester, UK

Political uncertainty and instability characterise many regions around the world and, increasingly, can be observed in more established democracies. The COVID-19 pandemic, national and international tensions, and the proliferation of autocratic, chauvinist, and, at the most extreme, fascist forces around the world all contribute to turbulent political times. Such environments constitute tremendous challenges, but also opportunities for scholars to contribute to an understanding of processes in the political market, using the lens of political branding theories. Authors from various disciplinary backgrounds, including social psychology, marketing, and media and communications, provide commentaries and analyses of branding processes in different national contexts, all characterised by tensions and challenges. The topical and provocative content of the chapters, all focusing on recent political events and phenomena in the political arena, should appeal to researchers, branding practitioners, politicians, and members of the public seeking to deepen their understanding of current events and political branding concepts.

Dr Mona Moufahim is Senior Lecturer at the Stirling Management School at the University of Stirling in Scotland, UK. She is the current Chair of the Political Marketing Special Interest Group of the Academy of Marketing. Her research focuses on identity, extreme right politics, and political marketing and consumption.