ABSTRACT
This chapter explores how important branding is in politics and how it operates at the level of political leaders, parties, candidates and in government. Branding is strategic and communicative and includes creating an overall vision for what politicians can achieve, as well as forging long-term relationships with the public. Political brands are made up of a brand heritage from past behaviour, a vision, a personality with key characteristics like honesty and openness, and need to connect with target markets and deliver in power. Political branding also intersects with commercial branding. Like most marketing techniques and concepts, as Scammell observes, branding is not the elusive magic bullet to political success. The practitioner profile below discusses the work of New Zealand consultants Judy Callingham and Brian Edwards to help build up the brand profile of Helen Clark who became Prime Minister and remained in power for nine years.
