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Branding Parties

Academic Literature

Ahmed, M. A., Lodhi, S. A. and Ahmad, Z. (2017) ‘Political Brand Equity Model: The Integration of Political Brands in Voter Choice’, Journal of Political Marketing. Taylor & Francis, 16(2): 147–179.

Baker, Andy, Anand E. Sokhey, Barry Ames, and Lucio R. Renno. (2016). "The Dynamics of Partisan Identification When Party Brands Change: The Case of the Workers Party in Brazil." The Journal of Politics no. 78 (1):197-213.

Busby , Robert (2014), ‘Political marketing and the Republican gender dilemma: the ‘grizzly mama’ as a political product’ Chapter 11 in Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York; Routledge.

Busby, Robert, and Sue Cronshaw. (2015). "Political Branding: The Tea Party and Its Use of Participation Branding." Journal of Political Marketing no. 14 (1/2):96-110.

Butler, D. M. and Powell, E. N. (2014) ‘Understanding the party brand: Experimental evidence on the role of valence’, Journal of Politics, 76(2), pp. 492–505.

Campbell, Vincent and Benjamin Lee (2016) ‘Party Branding: A Case Study of Online Political Posters’ Chapter 4 in Political Marketing and the 2015 UK General Election edited by Darren G. Lilleker and Mark Pack (Palgrave Macmillan)

Carty, Roland Kenneth. (2002). The Politics of Tecumseh corners: Canadian Political Parties as Franchise Organizations. Canadian Journal of Political Science, 35(4), 723-745.

Cinar, Menderes. (2011). "The electoral success of the AKP: cause for hope and despair." Insight Turkey 13(4): 107-127.

Conley, Brian Matthew (2012). "The politics of hope: the democratic party and the institutionalization of the Obama brand in the 2010 mid-term elections" Chapter 10 in Jennifer Lees-Marshment (ed) Routledge Handbook of Political Marketing. New York: Routledge: 124-135.

Cosgrove, Kenneth M. (2012). ‘Political branding in the modern age - effective strategies, tools & techniques,' Chapter 9 in Jennifer Lees-Marshment (ed) Routledge Handbook of Political Marketing. New York: Routledge: 107-123.

Cosgrove, Kenneth M (2018) 'Trump and the Republican Brand Fresh' Chapter 4 in J. Gillies (ed.), Political Marketing in the 2016 U.S. Presidential Election, Palgrave Studies in Political Marketing and Management pp 49-64

Davies, Jack (2014) Case study 4.1 Everything in moderation: the brand of the New Zealand Green Party in the 2011 election in Political marketing: principles and applications 2nd edition by Jennifer Lees-Marshment, Routledge pp 126-8.

Dhamija, Somesh, Aruna Dhamija, and Amit Kumar. (2015). "The Ramifications of Managing a Political Brand: A Perspective on 2014 General Election." International Journal of Engineering and Management Research no. 5 (2):1-6.

Grimmer, M. and Grube, D. C. (2017) ‘Political branding’, Party Politics, pp. 1-14.

Downer, Lorann (2014) Case Study 4.3 ‘Personal and party logos in the Kevin07 campaign’ in Political Marketing: Principles and Applications 2nd edition Routledge.

Downer, Lorann. (2016). "It’s the Equity Stupid! Protecting the Value of the Partisan Brand." Journal of Nonprofit & Public Sector Marketing no. 28 (1):22-39.

Downer, L. (2016) Political Branding Strategies: Campaigning and Governing in Australian Politics. Basingstoke: Palgrave Macmillan

Ervik, Bjørn. (2015). "Does the Mayor’s Party Brand Matter? The Prospect of Statewide Parties’ Policy in Local Government." Local Government Studies no. 41 (3):339-361.

Gorbaniuk, Oleg, Kaja Kusak, Aneta Kogut, and Marta Kustos. (2015). "Dimensions of Political Party “Personality” Perception." Journal of Political Marketing no. 14 (1/2):35-63.

Hughes, Andrew (2003). Can Branding Theory Be Applied to Marketing Political Parties? A Case Study of the Australian Greens. Paper presented at the Australian and New Zealand Marketing Academy Conference, University of South Australia, 1-3 December 2003.

Hughes, Andrew, and Stephen Dann (2010). ‘Australian political marketing: substance backed by style’, Chapter 6 in Jennifer Lees-Marshment, Jesper Strömbäck & Chirs Rudd (eds) Global Political Marketing, London: Routledge: 82–95.

Jackson, Nigel and Darren G. Lilleker (2014) ‘Brand Management and Relationship Marketing in online environments ‘ Chapter 12 in Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York; Routledge.

Lees-Marshment, Jennifer. (2012). ‘National and Labour’s leadership, branding and delivery in the 2011 New Zealand election’ Chapter 14 in Stephen Levine and Jon Johansson (eds) Kicking the Tyres: The New Zealand General Election and Electoral Referendum of 2011. Wellington; Victoria University Press: 177-189.

Lees-Marshment, Jennifer, Yannick Dufresne, Gregory Eady, Danny Osborne, Cliff van der Linden, and Jack Vowles. (2015). "Vote Compass in the 2014 New Zealand election: hearing the voice of New Zealand voters." Political Science no. 69 (2):94-124.

Lilleker, Darren G. (2015). "Interactivity and Branding: Public Political Communication as a Marketing Tool." Journal of Political Marketing no. 14 (1/2):111-128.

Lloyd, Jenny (2006). ‘The 2005 General Election and the emergence of the negative brand’. In Darren Lilleker, Nigel Jackson and Richard Scullion (eds), The Marketing of Political Parties. Manchester: Manchester University Press.

Lupu, Noam. (2013). "Party Brands and Partisanship: Theory with Evidence from a Survey Experiment in Argentina." American Journal of Political Science no. 57 (1):49-64.

Lupu, Noam. (2014). "Brand Dilution and the Breakdown of Political Parties in Latin America." World Politics no. 66 (4):561-602.

MacDonald, Ewan Alexander, Roger Sherlock, and John Hogan. (2015). "Measuring Political Brand Equity in Ireland." Irish Political Studies no. 30 (1):98-120.

Marland, Alex (2016) Brand Command: Canadian Politics and Democracy in the Age of Message Control, UBC Press.

Marland, Alex and Tom Flanagan. 2013. 'Brand new party: Political branding and the Conservative Party of Canada.' Canadian Journal of Political Science 46(4): 951-972.

Milewicz, Chad M., and Mark C. Milewicz. (2014). "The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term." Journal of Political Marketing no. 13 (4):233-263.

Miller, William J. (2014). ‘Branding the Tea Party: political marketing and an American social movement’ Chapter 6 in Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York; Routledge.

Narteh, Bedman, Kobby Mensah and Joyce Nyanzu (2017) ‘Political Party Branding and Voter Choice in Ghana’ Chapter 4 in Political Marketing and Management in Ghana: A New Architecture edited by Albert Kobby Mensah.

Pich, Christopher, Dianne Dean, and Khanyapuss Punjaisri. (2016). "Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign." Journal of Marketing Communications no. 22 (1):100-117.

Pilch, Irena, and Agnieszka Turska-Kawa. (2015). "Voters' personalities and ideal party personality. Evidence from Poland." Romanian Journal of Political Science no. 15 (1):159-184.

Pitch, Christopher (2014) Case Study 4.4 ‘Understanding the political brand identity and political brand image of the UK Conservative Party brand under the leadership of David Cameron prior the 2010 UK General Election’ in Political Marketing: Principles and Applications 2nd edition Routledge.

Rudd, Chris, and Geoffrey Miller. (2009). Act New Zealand and branding. In Political Marketing: Principles and Applications, by J. Lees-Marshment. Oxon and New York: Routledge.

Rutter, R. N., Hanretty, C. and Lettice, F. (2018) ‘Political Brands: Can Parties Be Distinguished by Their Online Brand Personality?’ Journal of Political Marketing, pp. 1–20.

Schneider, Helmut, and Frederik Ferié. (2015). "How to Manage a Party Brand: Empirical Perspectives on Electoral Probability and Internal Conflict." Journal of Political Marketing no. 14 (1/2):64-95.

Scremin, Gracieli (2008). "Political Parties as Brands: Developing and Testing a Conceptual Framework for Understanding Party Equity." Dissertation Abstracts International, A: The Humanities and Social Sciences 68, no. 12 : 4909.

Smith, Gareth (2001). The 2001 General Election: Factors Influencing the Brand Image of Political Parties and Their Leaders. Journal of Marketing Management, vol. 17(9/10): 989-1006.

Smith, Gareth, and Fiona Spotswood. (2013). "The Brand Equity of the Liberal Democrats in the 2010 General Election: A National and Local Perspective." Journal of Political Marketing no. 12 (2-3):182-196.

Speed, R., Butler, P. and Collins, N. (2015) ‘Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders’, Journal of Political Marketing, 14(1-2), pp. 129–151.

Wesley, Jared J. and Mike Moyes (2014), Selling social democracy: branding the political left in Canada’ in Political communication in Canada: meet the press and tweet the rest edited by Marland et al.Vancouver, BC: UBC Press.

White, Jon and Leslie de Chernatony (2002). ‘New Labour: a study of the creation, development and demise of a political brand’. Journal of Political Marketing, 1(2–3): 45–52.


Branding and various parties

Discussion of the Australian Labor Party branding by a Senior Designer at Cannings Purple

Campaign manager/Minister Steven Joyce discusses branding of the NZ National Party as Team Key in the 2014 NZ election

Herman Cain: 'The Republican Party has a branding problem' 4:33

Branding survey sent to members


Dotcom brand ‘poisons’ ManaStuff (September 2014) – Article discussing comments from Kim Dotcom claiming his brand had become “poisoned”, thereby leading to the Internet-Mana alliance being locked out of parliament in the 2014 NZ election.

Political brands: who gets your vote?The Guardian (April 2015) – Article where marketing experts assess the brands of the central parties involved in the 2015 UK general election.

Article on NZ Labour’s new brand for the 2017 election, ‘Backing the Kiwi Dream’ ‘Labour pushes Kiwi dream theme’ Wednesday, 24 February 2016; see also video from party November 2016 at

Branding Green parties

Practitioner guide on Branding and the US Green party dated 2014:

And report by a consultant about the rebranding process – ‘Green Party of the United States Rebrand, published on May 15, 2016 - Rebrand Terrence Martin, Designer

Practitioner guide to Visual Brand Guidelines - UK Greens, 2015 -

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