ABSTRACT
This chapter will explore ways in which parties and candidates develop their products and overall brand, and how they utilise marketing orientation, strategy and market intelligence in doing so. It will discuss examples of how parties develop their product in different countries, and then the branding of leaders and parties. The next section will explore the practical difficulties and limitations of product design by public opinion and problems in branding. Finally, the last section will explore democratic implications of product development and branding.
