The 2005 general election and the emergence of the ‘negative brand’ in the marketing of political parties
Lloyd, J. (2006) The 2005 general election and the emergence of the ‘negative brand’ in the marketing of political parties. In: Lillecker, D., ed. (2006) The Marketing of Political Parties – Political Marketing at the 2005 British General. Manchester: Manchester University Press, p. 59. ISBN 9780719073007 Available from: http://eprints.uwe.ac.uk/14502
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This chapter reflects upon the marketing strategies employed by the major political parties in the 2005 UK General Election. It conceptualises parties as political 'brands' and considers the inpact that negative campaign strategies have not only upon public perception of the parties but also upon the wider political landscape as well.