The Brand: Applicability to Political Party and Its Impact on Electoral Success

Abstract

Due to its global nature and its ability to create value, the concept of branding has been applied to various entities. According to Keller (2008), brand management can be applied to a wide range of diverse areas, including tangible goods, services, places, ideas, as well as individuals (politicians) and organizations of all kinds such as political parties. Scammell (2007) argues that political branding is a burgeoning trend in political marketing. The use of branding technology in campaigns is becoming increasingly prevalent. The concept of political branding wasn't embraced overnight. Its roots trace back to studies of motivation in political science and the examination of reputation among voters in political marketing. The practice of party branding has recently expanded to developing countries. In line with Ahmed et al. (2011), according to a study conducted in Pakistan, voters have become highly discerning and demanding, prompting parties to develop strategies that professionally cater to voter needs. Perhaps this is the primary reason research on applying branding to political parties is proliferating both in developed and developing countries.

In this article, we will adopt a conceptual typology for our literature review, aiming to highlight the impact of branding on electoral success by clarifying concepts related to political branding and its various typologies. The novelty of our article lies in applying marketing principles and relationships to political domains, specifically the concept of branding, which is recognized as a decision-making tool in the commercial context. This reinforces the idea that adopting the branding concept from political marketing can serve as a decision guide for voters during elections and subsequently become a significant factor influencing the voting decision-making process.

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Keywords: Political branding, political marketing, electoral success, voting decision-making process

JEL Classification: M0, M3 

Paper type: Theoretical Research