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.
|Number of pages||15|
|Journal||Journal of Political Marketing|
|Publication status||Published - 1 Jun 2013|
- general election, liberal democrats, brand equity, branding