Political Branding Strategies: Campaigning and Governing in Australian Politics

ISBN-13: 9781137580283 / Angielski / Twarda / 2015 / 146 str.

Lorann Downer

Opis

Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years and three brands - Kevin07, The Real Julia and that of the party. Employing a new framework to understand and evaluate branding, the book offers lessons for practitioners, researchers and citizens in democracies everywhere.

Spis treści

Prelims
List of Tables/Figures/Feature Boxes
Personal Acknowledgements
Formal Acknowledgements for third party materials
1. Introduction
2. Understanding and Evaluating Political Branding
3. Crafting and Crashing Kevin07
4. Desperately Seeking The Real Julia
5. The Lessons of Branded Politics
6. Afterword by Mike Kaiser, former Australian Labor Party campaign practitioner
Index

O autorze

Lorann Downer is a sessional lecturer at the University of Queensland, Australia. Passionate about political marketing, branding and communications, she previously worked as a political journalist and in senior communications roles for two Queensland Premiers.

Blurb

Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands – the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor's strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard of basic branding principles, of stunning success and shattering reversal. This is a story with lessons for practitioners, researchers and citizens in democracies everywhere.