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Party Brands
Product Approach:
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PartyParty
Public (Market)Public (Market)
? PolicyNo clear connection between what a party does or thinks in terms of policy and what the public needs or wants
Party Brands
Sales Approach:
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PartyParty
PublicPublic
Policy: One WayThe Party attempts to “sell” or convince the public that it should want (and thus support) a party’s policies, without consulting the public.
Party Brands
Market Approach:
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PartyParty
PublicPublic
Policy: Two WayA party has the potential to provide the public what it needs, because it has consulted the public about what it wants.
Implications: Market Approach empowers a party to respond to the public at the level of wants rather than needs.
Party Brands
Market Approach:
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PartyParty
PublicPublic
Policy and Promises
Segments
Concerns, Values, Aspirations, Needs
Political BrandingDeveloping an idea, message, image, party narrative based on keen understanding of what certain market segments wants, and then building loyalty with that segment
FramingWhat do people think, value, desire?
Party Brands
Market Approach:
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PartyParty
PublicPublic
Policy and Promises
Segments
PositioningPositioningIf policy/brand fails it can be repositioned, or modified to reconnect or reaffirm concerns of the targeted segments.
Party Brands
Market Approach: Republican Party: Health Care
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Republican PartyRepublican Party
PublicPublic
Health Care: Repeal
Small Govt, Lower Taxes, Personal Choice
Political BrandingDeveloping an idea, message, image, party narrative based on keen understanding of what certain market segments wants, and then building loyalty with that segment
Differentiation:Not the DemoCRAT…Party; does not response to DemoCRAT voters (in the first instance)
Party Brands
Market Approach: Republican Party Brand: Public View
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Republican PartyRepublican Party
PublicPublic
Health Care: Repeal
Segments
Small Govt, Lower Taxes, Personal Choice
Party BrandingHow the public views or experiences the party.
Small Govt, Lower Taxes, Personal Choice
Party Brands
Market Approach: Republican Party Brand: Party View
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Republican PartyRepublican Party
PublicPublic
Segments
Small Govt, Lower Taxes, Personal Choice
Party BrandingThe party brand story becomes the means through the party communicates, interactions and responses to its targeted segments.
Small Govt, Lower Taxes, Personal Choice
Party Brands
Market Approach: Republican Party Brand
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Republican PartyRepublican Party
PublicPublic
Segments
Small Govt, Lower Taxes, Personal Choice
Institutionalization?A party brand story or narrative only works if in fact the party has a story, that is, it has agreed/decided as an institution to cohere around a particular political story.
Small Govt, Lower Taxes, Personal Choice
Party Brands
Market Approach: Republican Party Brand
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Republican PartyRepublican Party
PublicPublic
Segments
Small Govt, Lower Taxes, Personal Choice
Republican Institutionalization: The Republican Party has a brand story or narrative:
Small GovernmentLower TaxesFamily ValuesStrong Defense
Date?
Small Govt, Lower Taxes, Family Values, St Def
Party Brands
Market Approach: Obama Brand 2008
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ObamaObama
PublicPublic
Segments
Responsible govt, community values…
Obama Brand: Obama had a brand story or narrative in 2008:
HopeChange you Can believe in
Change, Hope, Audacity, Post-Part/ lnclusion
Party Brands
Market Approach: Democratic Party?
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Democratic PartyDemocratic Party
PublicPublic
Segments
Responsible govt, community values…
Dem. Party Brand: The Democratic Party has talked about developing a brand:
Ethical Politics (Rep Culture of Corruption)
??????????????
Party Brands
Market Approach: Democratic Party = Obama Brand: 2010 Elections
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Democratic PartyDemocratic Party
PublicPublic
Segments
Responsible govt, community values…
Dem. Party Brand: The Democratic Party did try to adopt the Obama brand in 2010 (Economic Policy)
Recovery Act95% Tax CutsObamaMiddle-Class Tax
Relief
Rec Act, 95% Tax Cut, Obama, Middle-Cl Relief
Party Brands
Market Approach: Democratic Party = Obama Brand?
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Democratic PartyDemocratic Party
PublicPublic
Segments
Responsible govt, community values…
Institutionalization? For the brand concept to work, it has be embraced (institutionalized) by the party.
Question:Did the Dem. Party institutionalize the Obama brand?
Rec Act, 95% Tax Cut, Obama, Middle-Cl Relief
Party Brands
Market Approach: Democratic Party = Obama Brand: US Senate 2010
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Democratic PartyDemocratic Party
PublicPublic
Segments
Responsible govt, community values…
Institutionalization? Leadership (White House, DCCC, DSCC): Yes.
Rec Act, 95% Tax Cut, Obama, Middle-Cl Relief
Party Brands
Market Approach: Democratic Party = Obama Brand: US Senate 2010
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Democratic PartyDemocratic Party
PublicPublic
Segments
Responsible govt, community values…
Institutionalization? The 19 Democratic candidates running to retain party seats in the US Senate: NO!
Rec Act, 95% Tax Cut, Obama, Middle-Cl Relief
Party Brands
Market Approach: Republican Party Brand: US Senate 2010
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Republican PartyRepublican Party
PublicPublic
Segments
Small Govt, Lower Taxes, Personal Choice
Republican Institutionalization: The Republican leadership (RNC, NRSC, NRCC) and 18 candidates running to retain party seats in US Senate: YES
Small Govt, Lower Taxes, Family Values, St Def
Branded Conservatives
Post 1964 Rep Party: Unexpected Recovery and Strength
Key to Republican Success: Use of a Brand Strategy.
Use-value of a brand:Cuts through clutter of a crowded marketplace
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Branded Conservatives
Conservative brand: Built a brand that is:
1. Consistent in terms of content2. Brand tells a story: the story helps the audience whether or not it is
interested in the product being sold by the brand. 3. Brand story: gives the product an identity that can be quickly comm.
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Branded Conservatives
Conservatives have made effective use of the brand by:
1. Explain how their brand promises were kept2. If a promise was not kept, have repositioned the brand3. Branded their opponents
a. “have done so through use of a few core concepts into which line extensions can be placed.” (2)
4. Built brand over time: have established relationship with spec. audiences
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Branded Conservatives
Conservative brand strategy:
1. Sells candidates2. Branded all aspects of con movement to create lasting rel with spec. aud.
(business have done the same thing).
Targeting: reaching some audience while driving others away. (Targeting in com culture has already broken society into niches. The trend began in the magazine industry… pol ex: Bush 2004 targeting of hispanics (3))
a. Conservative brand: initially limited audience, the expanded to target audience/segments (growing conservative population) and uses a variety of channels other than mass media
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Branded Conservatives
What a brand does:
1. A brand tells the story2. A brand builds an image in people’s minds about a product or a political
party. 3. Makes promises
4. Specifically positioned to appeal to target audiences 5. Is supported by a variety of public relations techniques
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