POLn6017 Branding in politics

Faculty of Social Studies
Spring 2024
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Mgr. Miloš Gregor, Ph.D. (lecturer)
Guaranteed by
Mgr. Otto Eibl, Ph.D.
Department of Political Science – Faculty of Social Studies
Contact Person: Mgr. Lucie Pospíšilová
Supplier department: Department of Political Science – Faculty of Social Studies
Timetable
Tue 12:00–13:40 U41
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course is devoted to the issue of branding, with a focus on branding in the political sphere, and is divided into three thematically interconnected blocks. In the first block, students will be introduced to what a brand actually is and the various forms or dimensions it can take. The second block is dedicated to applying the findings from the first block to the political space. Finally, the third block consists of a series of case studies and seminars in which the brands of selected actors will be analyzed in detail.
Learning outcomes
Students will be able to understand and explain what a brand is, how it is created, how it works in the marketplace, and how it influences customers/voters. With the knowledge gained, students will analyze how branding strategies are used to promote not only commercial entities but especially non-commercial entities, such as political parties, non-profit organizations, or cities and regions.
Syllabus
  • 1. Brand - What it Represents and How to Approach the Analysis 2. Brand Elements and Brand Value 3. Brand Personality, Storytelling, and Archetypes I 4. Brand Personality, Storytelling, and Archetypes II 5. Brand in Politics I 6. Brand in Politics II 7. Brand in Politics III 8. Seminar: Case Studies in the Field of Politics 9. Seminar: Case Studies in the Field of City or Country Branding 10. Seminar: Brand Sprint
Literature
    required literature
  • Nielsen, Sigge Winther. 2011. "Three Faces of Political Marketing Strategy." Journal of Public Affairs 12 (4). John Wiley & Sons, Ltd: 293-302. doi:10.1002/pa.434.
  • Van Ham, P. (2005). Branding European Power. In: Place Branding, vol. 1, no. 2, 122-126.
  • Smith, G. - French, A. (2009): The political brand: A consumer perspective. Markething Theory 9(2): 209-226.
  • " White, J., De Chernatony, L. (2002): New Labour: A Study of the Creation, Development and Demise of a Political Brand. In: Journal of Political Marketing, vol. 1, No. II - III, s. 45 - 52.
  • Smith, G., Speed, R. (2011): Cultural branding and political marketing: An exploratory analysis, Journal of Marketing Management, 27:13-14, 1304-1321, DOI: 10.1080/0267257X.2011.628449
  • Nielsen, Sigge Winther. 2017. "On Political Brands: a Systematic Review of the Literature." Journal of Political Marketing 16 (2). Routledge: 118-46. doi:10.1080/15377857.2014.959694.
  • Zavattaro, S. M. (2010): Brand Obama - The Implications of a Branded President. Administrative Theory & Praxis 32(1): 123-128.
  • Moilanen, T., Rainisto, S. (2009): How to Brand Nations, Cities and Destinations: Chapter 1 - Theoretical Framework for Developing a Place Brand, s. 3-29.
  • Aaker, J. L. (1997): Dimensions of Brand Personality. In: Journal of Marketing Research, vol. 34, s. 347 - 356.
  • " Sonies, S. (2011): Consumer Branding in Politics: A Comparison of Presidents Ronald Reagan and Barack Obama, text dostupný on-line (http://www.american.edu/soc/communication/upload/Sarah-Sonies.pdf), s. 27 - 38.
  • Nielsen, Sigge Winther. 2015. "Measuring Political Brands: an Art and a Science of Mapping the Mind." Journal of Political Marketing 15 (1). Routledge: 70-95. doi:10.1080/15377857.2014.959682.
  • Needham, C. (2005). Brand Leaders: Clinton, Blair ant the Limitations of the Permanent Campaign. Political Studies 53: 343-361
  • Smith, G. (2009): Conceptualizing and Testing Brand Personality in British Politics. In: Journal of Political Marketing, vol. 8, s. 209 - 232.
  • Nielsen, Sigge Winther. 2015. "Measuring Political Brands: an Art and a Science of Mapping the Mind." Journal of Political Marketing 15 (1). Routledge: 70-95. doi:10.1080/15377857.2014.959682.
  • Keller, K. L. (1993): Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. In: Journal of Marketing, vol. 57, s. 1 - 22
  • Značka Česká republika. Návrh komunikační strategie. Prezentace ze semináře Značka ČR v PS PČR (21. 5. 2012).
  • Reeves, P., De Charnatony, L., Carrigan, M. (2006): Building a Political Brand: Ideology or Voter-Driven Strategy. In: Brand Management, vol. 13, No. VI, s. 418 - 428
  • Sinclair, J. 2011. "Branding and Culture". In J. Wasko, G. Murdock, H. Sousa (eds.) The Handbook of Economy of Communications. Willey-Blackwell. s. 206-225.
  • Studie city identity a verbálních priorit města Brna. s. 21-54.
  • Milewicz, Ch., Milewitz, M. (2014): The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term. Journal of Political Marketing 13 (4): 233-263.
  • Agirdag, O.; Phalet, K.; Van Houtte, M. (2015). European identity as a unifying category: National vs. European identification among native and immigrant pupils. In: European Union Politics, s. 1-19.
  • Anholt, S. (2007). Brand Europe - Where next? In: Place Branding and Public Diplomacy, vol. 3, s. 115-119.
  • Scammell, M. (2007): Political Brands and Consumer Citizens: The Rebranding of Tony Blair. In. The ANNALS of AAPSS, s. 176 - 192.
  • Needham, C. (2006): Brands and Political Loyalty. In: Brand Management, vol. 13, No. III, s. 178 - 187
  • Schneider, H. (2004): Branding in Politics - Manifestations, Relevance and Identity-Oriented Management. In: Journal of Political Marketing, vol. 3, No. III, s. 41 - 67.
  • Schweiger, G., Adami, M. (1999): The Nonverbal Image of Politicians and Political Parties. In: Newman, B.: The Handbook of Political Marketing, Thousand Oaks: Sage Publishing, s. 347 - 365
  • MARK, Margaret and Carol PEARSON. Hrdina nebo psanec. Translated by Jiří Fadrný. 1. vyd. Brno: BizBooks, 2012, 352 s. ISBN 9788026500278. info
  • DE CHERNATONY, Leslie. Značka : od vize k vyšším ziskům. Translated by Eva Nevrlá. Vyd. 1. Brno: Computer Press, 2009, xiii, 315. ISBN 9788025120071. info
Teaching methods
lectures, seminars
Assessment methods
Active participation in seminars, group presentation, midterm test
Language of instruction
Czech
Further Comments
Study Materials
The course is taught once in two years.
The course is also listed under the following terms Spring 2020, Spring 2022.
  • Enrolment Statistics (recent)
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