The brand equity of the Lib Dems in the 2010 general election: A national and local perspective

Smith, G. and Spotswood, F. (2013) The brand equity of the Lib Dems in the 2010 general election: A national and local perspective. Journal of Political Marketing, 12 (2-3). pp. 182-196. ISSN 1537-7857

[img] Microsoft Word - Accepted Version
61kB
[img]
Preview
PDF - Accepted Version
308kB

Publisher's URL: http://www.informaworld.com/smpp/title~content=t79...

Abstract

This paper considers the Liberal Democrat party as a brand, using appropriate branding concepts to analyse the fortunes of the party during the 2010 General Election. It explains Nick Clegg as a key influence on the brand’s image nationally (the party leader as national brand spokesperson) and how the national image was moderated by Jeremy Browne (the focal constituency candidate and local brand spokesperson). The analysis then considers the effect of the subsequent Coalition Government (with the Conservatives) on the Liberal Democrat brand, focusing specifically on the new legislation to which it is inextricably associated.

Item Type:Article
Uncontrolled Keywords:general election, liberal democrats, brand equity, branding
Faculty/Department:Faculty of Business and Law > Department of Business Management
ID Code:12600
Deposited By: Dr F. Spotswood
Deposited On:16 Dec 2010 15:12
Last Modified:23 May 2014 10:31

Request a change to this item

Total Document Downloads in Past 12 Months

Document Downloads

Total Document Downloads

More statistics for this item...
Copyright 2013 © UWE better together