Skip to content


Academic Literature

Cosgrove, K.M. (2007). ‘Midterm marketing: an examination of marketing strategies in the 2006, 2002, 1998, and 1994 elections’. Paper presented at the annual meeting of the American Political Science Association. Available online at

French, Alan, and Gareth Smith (2010). "Measuring political brand equity: a consumer oriented approach." European Journal of Marketing 44(3-4): 460-477.

Gould, Jon B. (2003). It Only Feels Like Death: "Rebranding" the Democrats for a Post-2002 World. Journal of Political Marketing, vol. 2(2): 1-12.

Langmaid, Roy (2012) ‘Co-creating the Future' Chapter 6 in the Routledge Handbook of Political Marketing edited by Jennifer Lees-Marshment, Routledge.

Lloyd, Jenny. 2009. After Blair: the challenge of communicating Brown's brand of Labour. In Political Marketing: Principles and Applications, by J. Lees-Marshment. Oxon and New York: Routledge.

Needham, Catherine (2002). Branding Public Policy: Marketed Government under Clinton and Blair. Paper presented at the Annual Meeting of the American Political Science Association, Boston, Massachusetts, 29 August - 1 September 2002.

Pare, Daniel J, and Flavia Berger (2008). 'The Conservative party and the 2006 federal election.' Canadian Journal of Communication, 33(1): 39-63.

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.

Promise (2005) Reconnecting the Prime Minister, Report.  (accessed 19 March 2008)

Promise (2006) Reconnecting the Prime Minister, Paper 21 for the Market research society accessed September 2013)

Scammell, Margaret. (2008). ‘Brand Blair: marketing politics in the consumer age’. In D. Lilleker and R. Scullion (eds), Voters or Consumers: Imagining the Contemporary Electorate. Newcastle: Cambridge Scholars Publishing pp 97-113

Scammell, Margaret. 2007. “Political brands and consumer citizens: The rebranding of Tony Blair.” The ANNALS of the American Academy of Political and Social Science 611: 176-192. 

Smith, Gareth and Alan French. (2009). "The political brand: A consumer perspective." Marketing Theory 9(2):209-226. 

Smith, Gareth. (2009). "Conceptualizing and Testing Brand Personality in British Politics." Journal of Political Marketing 8(3): 209 - 232.


“Rethinking the Brand of the Republican Party” 1:32 

“Republican Brand is in the Toilet” 4:15


Re-branding Tony Blair

Consultants paper on Reconnecting the Prime Minister

Langmaid Roy, Charles Trevail and B Hayman (2006). Reconnecting the Prime Minister. Paper presented at the Annual conference of the Market Research Society, London - discussion of the work and link to download on

 "Leading from the Top"

Media discussions of rebranding the US Republicans

Edit page