Investigating political brand reputation with qualitative projective techniques from the perspective of young adults

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.


The application of corporate branding theory to the political arena allows political parties, candidates, politicians, and coalitions, otherwise known as "political brands," to develop desired identities and reputations, create an authent and (Butler, Collins, & Speed, 2011; Davies & Mian, 2010; Smith & French, 2011). Corporate "political" brands are multifaceted constructs yet should provide a clear, understandable, consistent message and avoid ambiguity to be considered authentic, credible, and successful (Gurau & Ayadi, 2011; Phipps, Brace-Govan, & Jevons, 2010; Smith & French, 2009). However, attempting to capture and comprehend political brands particularly from an "external" voter-citizen perspective can be challenging and confusing as there are very few models, tools, and techniques designed to undertake this task (Baines et al., 2014; Scammell, 2015; Speed et al., 2015). This raises the question of how to capture and understand the long-term external orientation of political brands?

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands