Brand New Party: Political Branding and the Conservative Party of Canada

  title={Brand New Party: Political Branding and the Conservative Party of Canada},
  author={Alex Marland and Tom Flanagan},
  journal={Canadian Journal of Political Science},
  pages={951 - 972}
Abstract. Little has been written about the use of branding by Canadian political parties. We draw on interviews with 30 party elites to document the branding of the Conservative party of Canada from 2003 to 2006. We disclose that preparations to re-brand the Canadian Alliance party were subsumed into the new party and that the colour of the maple leaf in the Conservative logo was a contentious topic because of its political symbolism. We conclude that partisans' attachment to colours and the… 

Political branding: A consumer perspective on Australian political parties

Why are voters in advanced democracies turning away from established mass parties to take their electoral chances elsewhere? This article draws on concepts from marketing scholarship, specifically

Problematizing the presentation and reception of political brands

There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an

Exploring the Process of Creating and Managing Personal Political Brand Identities in Nonparty Environments: The Case of the Bailiwick of Guernsey

Abstract How do you create and build a personal political brand? Personal branding can enable individuals to self-commodify and formulate distinct identities created from both tangible and intangible

Exploring Personal Political Brands of Iceland’s Parliamentarians

This paper focuses on an under-researched and under-developed typology of political branding and conceptualizes politicians as personal political brands. Further, this study answers explicit calls

Evolution of Political Branding: Typologies, Diverse Settings and Future Research

Political branding has developed into an established and vibrant sub-discipline of political marketing. Indeed, political branding research continues to push boundaries by critically applying

Insights Into Canada’s Digital Media, Branding and Political Image Management

  • V. Bohatyrets
  • Political Science
    Історико-політичні проблеми сучасного світу
  • 2021
wing to the different architectures of social media platforms as well as information revolution and globalization, digital media, branding and political image management prove to have become of


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Framing Canadian Immigration Discourse Under the Conservative Government (2006–2015): Breaking Path Dependence?

  • Magdalena Fiřtová
  • Sociology, Political Science
    Journal of International Migration and Integration
  • 2019
The implementation of comprehensive immigration and refugee policy reform under the Conservative government led by Stephen Harper in Canada has brought important changes to a key pillar of Canadian

Military frames and Canada’s Conservative government: from extending to transforming perceptions of Canadian identity

This article looks at framing strategies behind the recent Canadian Conservative government’s rhetoric on the military. Critics argue that Conservative rhetoric has politicised Canadian history and

La marque politique : la bataille de l’interprétation et le rôle des médias : analyse de la marque politique du Parti libéral du Canada (2013-2015)

Les médias sont un rouage important dans l’établissement de marques politiques, étant le principal canal par lequel les électeurs y ont accès. Malgré leur importance théorique, peu de modèles



Fighting Elections: Cross-Level Political Party Integration in Ontario

  • A. Esselment
  • Political Science
    Canadian Journal of Political Science
  • 2010
Abstract. Conventional wisdom about the structure of political parties in Canada has emphasized their confederal nature. In other words (and the New Democratic party excepted), parties with identical

The Ideology of Political Correctness and Its Effect on Brand Strategy

Describes the phenomenon of political correctness and its effect on the way brand marketers conduct their business. Discusses in detail the effect of this ideology on brand association, brand

The 2001 General Election: Factors Influencing the Brand Image of Political Parties and their Leaders

This paper considers the importance of building the brand image of parties and leaders in modern day politics. Firstly, the appropriateness of branding in the sphere of politics is considered. Then,

The Canadian Federal Election of 2021

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Selling the Canadian Forces' brand to Canada's youth

Purpose – This purpose of this paper is to facilitate the exploration of marketing strategy in general and branding strategy in particular for a non‐profit, governmental

Television Advertising in Canadian Elections: The Attack Mode, 1993

Can the strategy of negative political advertising developed in the United States succeed in Canada, or does this kind of advertising do more harm than good? The year 1988 saw elections in both the

Political Photography, Journalism, and Framing in the Digital Age

In the digital age, journalists are becoming more susceptible to the packaged visuals of politicians that image handlers are pushing electronically in an attempt to circumvent and influence the

Harper's Team: Behind the Scenes in the Conservative Rise to Power

In five years, Stephen Harper went from private citizen to prime minister of Canada. Tom Flanagan was his chief campaign organizer for most of that period. In "Harper's Team", Flanagan tells the

Changing Campaign Communications: A Party-Centered Theory of Professionalized Campaigning

Models explaining the rise of American-style or so-called postmodern campaigning have focused primarily on changes taking place at the systemic level. While these models help explain variance across

Why Do Parties Merge? The Case of the Conservative Party of Canada

This article presents a case study of the recent merger between the Progressive-Conservative Party and the Reform/Canadian Alliance parties. The selection of this case serves to illustrate the