On Political Brands: A Systematic Review of the Literature

Abstract

The usage of the word brand crops up more frequently in politics. Specifically, in the study of political marketing, a burgeoning set of research has encircled various cases and conceptions. However, the brand concept seeks to harbor a variety of political events, just like a sponge soaking up different kinds of meaning in different kinds of surroundings. This tendency makes it hard to accumulate knowledge because demarcations between various brand perspectives in many cases are implicit, which can impede the clarity and precision in our studies. Against this backdrop, we identify a gap in the political brand literature: a study conducting an overall conceptual inquiry. As such, it is first argued that we need a thorough analysis of the foundation of the political brand concept to uncover the presuppositions underlying the different usages of the concept. Second, we carry out a systematic review of the brand literature on voters and parties. Third, on this ground, we propose a minimal definition and six subclassifications to the political brand concept. Finally, we illustrate the applicability of this conceptual groundwork in order to advance cumulative research in the field.