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| Author: | Phipps, M. Brace-Govan, J. Jevons, C. |
| Title: | The duality of political brand equity |
| Journal: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 496-514 |
| Index terms: | marketing brands politics political parties consumers case studies Australia |
| Freeterms: | branding brand equity |
| Language: | eng |
| Abstract: | The democratic political (hereafter as: pol.) product is complex and untangible. This paper aims to explore the role of the consumer in pol. branding. Two contrasting case studies compare the balance btw. the corporate brand of the pol. party and the brand image of two different kinds of local politician. Aaker's "Brand Equity Ten" is adapted to provide a suitable conceptual framework for the case study comparison. There are important implications found for the pol. brand. It is concluded that managing the pol. brand entails a recognition of the inherent duality residing in the pol. product. |
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