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

Smith, G. and Spotswood, F. (2011) The brand equity of the Lib Dems in the 2010 general election: A national and local perspective. To be published in Journal of Political Marketing. ISSN 1537-7857 [In Press]

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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 ~Pre-2010 Faculty Structure > Bristol Business School ~Pre-2012 Faculty Structure > Faculty of Business and Law > Department of Business and Management ~Pre-2012 Faculty Structure > Faculty of Business and Law > Bristol Social Marketing Centre
ID Code:	12600
Deposited By:	F. Spotswood
Deposited On:	16 Dec 2010 15:12
Last Modified:	17 Dec 2012 18:26