Investigating Political Brand Image and Reputation with Qualitative Projective Techniques

Abstract

Existing research within political branding has tended to focus on internal identity and external image. Further, there are limited studies with calls for future research devoted to the exploration of external reputation and how the concept relates to external image. This paper investigates the interrelatedness of corporate reputation and image within the context of political branding and addresses the question of how to investigate external brand reputation. More specifically, this study seeks to generate insight into the UK Conservative Party’s brand reputation prior the 2015 UK General Election. Focus group discussions combined with qualitative projective techniques were adopted. The findings were thematically analysed. The findings demonstrate that projective techniques can be used to understand not only the brand image but also the brand reputation of the UK Conservative Party. Further, this study highlights how its external image has developed since the 2010 UK General Election. This study reaffirms the idea that both image and reputation are related yet distinct concepts and in order to uncover a brand’s reputation, a brand’s image must be understood before deducing the long-term view. Organisations beyond the political context will be able to use this paper as a guide to generate a deeper understanding of their brands from an external orientation overtime.