Political Branding in Turbulent times

Contents
Notes on Contributors
Abbreviations
List of Figures
List of Tables
1 Introduction: Political Branding in Turbulent Times
	Reading List
	References
2 Political Brand Identity and Image: Manifestations, Challenges and Tensions
	Introduction
	Political Brands
	Political Brand Identity—Internal
	Political Brand Image—External
	International Applications
	Case 1: Political Brand Identities in Guernsey
		Introduction
		Research Design
		Personality not Policies
		Case One Summary
	Case 2: Political Brand Image in Italy
		Introduction
		Research Design
		Negative Perceptions and Imagery
		Integrated and Blended Communications
		Case Two Summary
	Conclusion
	References
3 Political Branding in the USA Election of 2020
	Introduction
	Trump—Sticking with What Made Him Successful
	Biden: Building Back with a Party Heritage Brand
	Conclusions
	Lessons for Practitioners
4 A Tale of Trust and Betrayal: Jokowi’s Anti-corruption Brand Creation and Transgression
	Introduction
	Personal Branding, Brand Identity and Brand Image
	Brand Leverage and Brand Transgression in Politics
	Indonesia’s History of Corruption and the Rise of KPK
		Indonesia’s Struggle Against Corruption
		Jokowi’s Political Brand: A New Hope to Combat Corruption
	Jokowi Leverages Anti-corruption Image Through Engagement with KPK
	Jokowi’s Brand Transgression and ‘Betrayal’ to KPK
	Discussion
	Lessons for Practitioners
	References
5 Influencers and the Building of Political Brands—The Case of India
	Introduction
	Role of Social Media and Social Media Influencers
		Political Parties Entering the Game of Social Media
		Influence of the Influencers
	The Case of India: Narendra Modi and His Social Media Game
		Modi and His Winning Card of Social Media Influence
		Social Media Brand Image of Narendra Modi
		Celebrity Affiliations
		Modi Supporters (also Known as ‘Bhakts’)
		Issues, Challenges, and Opportunities During COVID-19 Uncertainties
		The Negative Impact of Social Media on Narendra Modi
	Conclusion
	References
6 Toxic Shock: Brexit and the Lessons to Be Learned by UK’s Political ‘Brands’
	Introduction
	The Context: EU from Hero to Villain?
	The Conservative Response to the Emergence of UKIP
	The Referendum Campaign
	The Result and the Aftermath
	Reflecting upon the Brexit Campaign
	Is Branding a Useful Way of Conceptualising Politics?
	Brexit and Political Party ‘Brands’
		So, Did Brexit Break British Political Brands?
	References
7 Movement Parties as Brand Platforms: The Case of the 5 Star Movement
	Introduction
	Brands as Political Platforms for the Organisation of Political Activity
		Political Brands as Platforms
	Methodological Approach and Data Collection
	The Five Star Movement Brand as a Platform for Generating Political Activities
	Challenging Traditional Organisational Logics
		A Social Networked Construction
		Collective and Connective Logic
	Acting Symbolically, Changing the Political
		Media Multiplicity
		Leveraging Symbolic Power
	Platforming as Daily Socio-Technical Networking
		Multimodal Networking
		Multi-Actors Collective
	Raising Consciousness of Living in a Globalised Society
		A Transformative Orientation
		Ideological Resonance
	Political Brand Platforms as Changemakers
	Further Research and Practical Implications
	Lessons for Practitioners
	References
8 How Trust Wins Against Criticism: Promise Concept as a Political Branding Tool. Lessons from Polish Politics
	Introduction
	Party as a Brand
	Party Brand Promise
	Polish Case Study: Law and Justice (PiS) Brand in Times of Victory
	Experiment: Trust in the Government and the Opposition
		Sample and Method
		Results
	Final Remarks
	Lessons for Practitioners
	References
9 The Ethical Challenges at the Heart of Political Branding
	The Challenges for Political Brands
	Political Branding Logic
	Political Branding as a Sales Operation
	Ethical Political Branding
	References
Index