Abstract
Positioning is the process of establishing and maintaining voters’ perceptions, connections, and images of a political brand based on the values and beliefs associated with it through clear, consistent, and coherent marketing communication. However, there is no scale available that can be used to measure the effects of political brand positioning and marketing efforts. Then, this study aims to develop and validate a new method – the Political Brand Positioning & Marketing Scale. This will be done in the political context of Pakistan. It is expected that by using this method, researchers, political consultants, and political brand managers will be able to reflect on their brand image formulations and positioning strategies. It will also help them strengthen their contact with voters and the public to increase the quality of election campaigns and determine whether the brand image and perception are compatible with what was planned.
Published Version
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