Skip to main content
×
Home
    • Aa
    • Aa
  • Get access
    Check if you have access via personal or institutional login
  • Cited by 1
  • Cited by
    This article has been cited by the following publications. This list is generated based on data provided by CrossRef.

    Desrosiers, Marie-Eve and Lagassé, Philippe 2016. Military frames and Canada’s Conservative government: from extending to transforming perceptions of Canadian identity. Commonwealth & Comparative Politics, Vol. 54, Issue. 3, p. 288.


    ×
  • Canadian Journal of Political Science, Volume 46, Issue 4
  • December 2013, pp. 951-972

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

  • Alex Marland (a1) and Tom Flanagan (a2)
  • DOI: http://dx.doi.org/10.1017/S0008423913001108
  • Published online: 04 February 2014
Abstract

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 use of negative advertising constitute important differences between the practice of branding in the political and business spheres.

Résumé. Fort peu d'écrits ont été consacrés au processus de développement d'images de marque (ou branding) par les partis politiques canadiens. Cet article présente des données tirées d'entrevues réalisées auprès de 30 dirigeants et stratèges du Parti conservateur du Canada sur cette question entre 2003 et 2006. Les entretiens révèlent que les préparatifs menant au repositionnement de l'image de l'Alliance canadienne ont mené à la création de la nouvelle formation et qu'un débat important sur l'arrimage chromatique de la feuille d'érable présente dans le nouveau logo conservateur a secoué le parti en raison de sa symbolique politique. En conclusion, nous posons que l'identité partisane liée à certaines couleurs et le recours à la publicité négative représentent des différences notables dans l'exercice de développement d'images de marque entre les sphères politiques et commerciales.

Copyright
Corresponding author
Alex Marland, Department of Political Science, Memorial University of Newfoundland, St. John's, NL A1B 3X9, email: amarland@mun.ca
Tom Flanagan, Department of Political Science, University of Calgary, 2500 University Drive NW, Calgary AB, T2N 1N4, email: tflanaga@ucalgary.ca
Linked references
Hide All

This list contains references from the content that can be linked to their source. For a full set of references and notes please see the PDF or HTML where available.

Robert Anderson . 2000. “Reporting Public Opinion Polls: The Media and the 1997 Canadian Election.” International Journal of Public Opinion Research 12 (3): 285–98.

Paul R. Baines , Robert M. Worcester, David Jarret and Roger Mortimore. 2003. “Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective.” Journal of Marketing Management 19 (1-2): 225–49.

Éric Bélanger and Jean-François Godbout. 2010. “Why do Parties Merge? The Case of the Conservative Party of Canada.” Parliamentary Affairs 63 (1): 4165.

William P. Cross 2004. Political Parties. Vancouver: UBC Press.

Leslie de Chernatony and Francesca Dall'Olmo Riley. 1998. “Defining a ‘Brand’: Beyond the Literature with Experts' Interpretations.” Journal of Marketing Management 14: 417–43.

Anna L. Esselment 2011. “Fighting Elections: Cross-Level Political Party Integration in Ontario.” Canadian Journal of Political Science 43 (1): 871–92.

Rachel Gibson and Andrea Römmele. 2001. “Changing Campaign Communications: A Party-Centered Theory of Professionalized Campaigning.” Harvard International Journal of Press/Politics 6: 3143.

Lea Prevel Katsanis . 1994. “The Ideology of Political Correctness and its Effect on Brand Strategy.” Journal of Product & Brand Management 3 (2): 514.

Alex Marland . 2012. “Political Photography, Journalism and Framing in the Digital Age: The Management of Visual Media by the Prime Minister of Canada.” The International Journal of Press/Politics 17 (2): 214–33.

Jeremy D. Mayer 2004. “The Presidency and Image Management: Discipline in Pursuit of Illusion.” Presidential Studies Quarterly 34 (3): 620–31.

A. Parasuraman 1983. “Debranding: A Product Strategy with Profit Potential.” Journal of Business Strategy 4 (1): 8287.

Peter Reeves , Leslie de Chernatony and Marylyn Carrigan. 2006. “Building a Political Brand: Ideology or Voter-Driven Strategy.” Journal of Brand Management 13 (6): 418–28.

Margaret Scammell . 2007. “Political Brands and Consumer Citizens: The Rebranding of Tony Blair.” The ANNALS of the American Academy of Political and Social Science 611: 176–92.

Gareth Smith . 2001. “The 2001 General Election: Factors Influencing the Brand Image of Political Parties and their Leaders.” Journal of Marketing Management 17 (9-10): 9891006.

Dave Snow and Benjamin Moffitt. 2012. “Straddling the Divide: Mainstream Populism and Conservatism in Howard's Australia and Harper's Canada.” Commonwealth & Comparative Politics 50 (3): 271–92.

Jon White 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): 4552.

Lisa Wood . 2000. “Brands and Brand Equity: Definition and Management.” Management Decision 38 (9): 662–69.

Staci M. Zavattaro 2010. “The Implications of a Branded President.” Administrative Theory & Praxis 32 (1): 123–28.

Recommend this journal

Email your librarian or administrator to recommend adding this journal to your organisation's collection.

Canadian Journal of Political Science/Revue canadienne de science politique
  • ISSN: 0008-4239
  • EISSN: 1744-9324
  • URL: /core/journals/canadian-journal-of-political-science-revue-canadienne-de-science-politique
Please enter your name
Please enter a valid email address
Who would you like to send this to? *
×