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Political Branding Strategies: Campaigning and Governing in Australian Politics de Lorann Downer

Political Branding Strategies: Campaigning and Governing in Australian Politics: Palgrave Studies in Political Marketing and Management

Autor Lorann Downer
en Limba Engleză Hardback – 3 dec 2015
Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years and three brands – Kevin07, The Real Julia and that of the party. Employing a new framework to understand and evaluate branding, the book offers lessons for practitioners, researchers and citizens in democracies everywhere.
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Specificații

ISBN-13: 9781137580283
ISBN-10: 1137580283
Pagini: 156
Ilustrații: X, 146 p.
Dimensiuni: 140 x 216 x 13 mm
Greutate: 0.35 kg
Ediția:1st ed. 2015
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Seria Palgrave Studies in Political Marketing and Management

Locul publicării:London, United Kingdom

Cuprins

Prelims
List of Tables/Figures/Feature Boxes
Personal Acknowledgements
Formal Acknowledgements for third party materials
1. Introduction
2. Understanding and Evaluating Political Branding
3. Crafting and Crashing Kevin07
4. Desperately Seeking The Real Julia
5. The Lessons of Branded Politics
6. Afterword by Mike Kaiser, former Australian Labor Party campaign practitioner
Index

Notă biografică

Lorann Downer is a sessional lecturer at the University of Queensland, Australia. Passionate about political marketing, branding and communications, she previously worked as a political journalist and in senior communications roles for two Queensland Premiers.

Textul de pe ultima copertă

Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands – the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor's strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard of basic branding principles, of stunning success and shattering reversal. This is a story with lessons for practitioners, researchers and citizens in democracies everywhere.