Search results

1

Local media and the “political brand”: Candidates attributes portrayed on local media and their consequences on public perceptions

100%

Zamora R.

Central European Journal of Communication

|

2010

|

vol. 3

|

issue 2(5)

283-297

EN

Mass media portraits are key factors for a candidate running for local and regional elections, where low name recognition demands mass media coverage in order to build his “political brand.” Attribute agenda-setting effects are more usual in these circumstances where media focus on certain candidate aspects could play a key role in the social learning of political candidates. This paper focuses on the role of local media in setting the “political brand” of two main candidates during 2007 regional elections in Murcia (Spain) underlining either emotional aspects for a more “human” candidate or professional aspects, trying to see the relevance of media content analysis (print and broadcasting) on public opinion, by using a survey (N = 818) conducted during the campaign.

2

Public diplomacy as a tool for the formation of the political brand of Germany

86%

Khorishko L., Kovpak V.

Reality of Politics

|

2021

|

issue 17

74-86

EN

Current trends in global development (migration processes, hybrid wars, global pandemics, multiculturalism) bring new challenges for nation states. The level of international competitiveness and subjectivity of a modern state depends on the successful positioning of its political brand, secured by the choice of adequate tools for achieving the goals and objectives. This research aims at studying the peculiarities of the public diplomacy resource potential and its use in the process of political branding in Germany. The research methodology combines system and axiological approaches, as well as discourse analysis; this helps to reveal the structural relationships within the brand, and their correlation with the peculiarities of national political and economic development and global trends. The content of the political brand is studied through the prism of the interaction of the public (politics, economics, public administration) and national (mentality, culture, traditions) components that correlate with the level of political and economic development. National political leaders, public and political institutions play a leading role in generating the key message of a state. It is proved that public diplomacy expands the possibilities of successful implementation of economic, political, socio-cultural initiatives of the state, based on partnership and cooperation with representatives of the international community. The main tools of public diplomacy include setting the agenda, synchronization of information messages by government agencies, the use of a wide range of communication channels and special events aimed at building trust and lasting relationships between international actors. The article pays special attention to the study of the content of the branding campaign «Land of Ideas». It presents Germany as an active actor in the international political space, focused on the use of brand-new technologies in all spheres of society to ensure sustainable development. The authors prove that the current branding campaign focuses on economic (sustainable development and citizens’ welfare), technological (technological innovation, energy efficiency, environmental safety), and cultural (dialogue, intercultural communication) aspects. The key ideas of the branding strategy are sustainable economic development, manufacturability and digitalization, environmental friendliness and energy efficiency, partnership dialogue and cooperation. German public authorities are actively involved in the process of political branding, which is carried out at the internal and external levels through public diplomacy. The key ideas of the political brand are presented to the domestic public through constant two-way communication on specialized online platforms, meetings of high-ranking officials with representatives of municipalities, and citizens’ potential is actively involved in various innovative projects. The process of state branding in Germany is synchronized with key global trends – environmental security, climate change issues, energy efficiency. In this context, Chancellor A. Merkel and government agencies are actively cooperating with the EU and other international organizations, participating in forums, summits and online discussions. The experience of German political branding is relevant for other countries in the context of its content, synchronization of government and society, and the use of public diplomacy.

3

Zarządzanie marką personalną jako nowa strategia komunikacji w marketingu politycznym

58%

Kinastowska J.

Marketing i Rynek

|

2020

|

issue 8

21-32

EN

In the 1980s, the business world acknowledged the need to build the image of both the organization itself and its key employees. Human capital was treated as the company's value. By creating business relations, the employees affect the credibility, trust, and loyalty of the client, which, like in politics, decide upon the organization's success. In the 21st century, dynamic and profound socio-economic changes contributed to the need to conduct election campaigns in a more permanent, professional, personalized, and decentralized manner, and are forced to look for methods of effective communication with voters. It seems that personal brand management strategy may guarantee higher effectiveness, consistency, and harmony of activities as well as a permanent competitive advantage in political communication. Building a personal brand strategy in politics is drawing from the achievements of various disciplines in the field of social sciences. It is an opportunity to build a reputation of politicians, influencing at the same time on voters' awareness, and a more valuable political debate. This article aims to justify the need for proper personal brand management as a relatively new communication strategy in political marketing. The analysis was based on the author's knowledge and experience from advisory work with Polish politicians and available literature, using the comparative method, case analysis, and logical inference.

PL

W latach 80. XX wieku dostrzeżono w biznesie potrzebę budowania wizerunku zarówno samej organizacji jak i jej kluczowych pracowników. Kapitał ludzki traktowano jako wartość przedsiębiorstwa. Pracownicy tworząc relacje biznesowe wpływają na wiarygodność, zaufanie i lojalność klienta, które podobnie jak w polityce decydują o sukcesie organizacji. W XXI wieku dynamiczne i głębokie zmiany gospodarczo-społeczne przyczyniły się do konieczności prowadzenia kampanii wyborczych w sposób permanentny, bardziej profesjonalny, spersonalizowany i zdecentralizowany oraz do poszukiwania metod efektywnej komunikacji z wyborcami. Wydaje się, że strategia zarządzania marką personalną może zagwarantować w komunikacji politycznej wyższą skuteczność, spójność i harmonijność działań, a także trwałą przewagę konkurencyjną. Budowanie strategii marki personalnej w polityce czerpie z dorobku różnych dyscyplin dziedziny nauk społecznych. Jest szansą na zbudowanie reputacji polityków, wpływając jednocześnie na wzrost świadomości wyborców oraz pełniejszą, bardziej wartościową debatę polityczną. Celem artykułu jest uzasadnienie potrzeby właściwego zarządzania marką personalną jako stosunkowo nową strategią komunikacji w marketingu politycznym. Analizę oparto na wiedzy i doświadczeniach autorki z pracy doradczej z politykami polskimi oraz dostępnej literaturze, wykorzystując metodę porównawczą, analizę przypadku, a także wnioskowanie logiczne.

4

Georgia’s political brand in the European Union: building the political product and the political brand

58%

Skiert-Andrzejczuk K.

Nowa Polityka Wschodnia

|

2018

|

vol. 4(19)

77-90

EN

We live in a world full of brands, where the names, symbols, and logos of big corporations, such as McDonald’s, Adidas, and Coca-Cola are extremely recognizable. Nowadays, in the era of globalization, the product development and marketing strategies that were the domain of private companies and corporations are being taken over by the public sector. This unusual exchange of roles causes the state to enter the branding space, and to create an offer that includes the goods and services of national businesses, government, and non-governmental organizations, and also to create a brand. The brand of a state consists of three equal components: a national brand, country brand, and political brand. Georgia is a “model democratic state” in the South Caucasus, which cooperates consistently with the European Union. The multi-level specificity of this state and the implemented model of systemic transformation, directed the foreign policy and created the state brand towards the West. The aim of the paper is to present the construction of one of the components of a state brand, the political brand, and to analyze the strategy of political branding in Georgia’s foreign policy created towards the European Union. The author will answer the question of how the political, and economic institutions of Georgia are building the political brand.

RU

Мы живём в мире, полном брендов, где названия, символы и логотипы корпораций, таких как McDonald’s, Adidas и Coca-Cola чрезвычайно узнаваемы. В настоящее время, в эпоху глобализации стратегии развития продуктов и маркетинга, которые долгое время были областью частных компаний и корпораций, принимаются также в государственном секторе. Этот необычный обмен ролей означает, что государство входит в пространство брендов, которые включают в себя товары и услуги отечественных предприятий, правительственных и неправительственных организаций. Бренд государства состоит из трёх частей: национального, политического и бренда страны. Грузия является «демократическим государством» на Южном Кавказе, которое последовательно сотрудничает с Европейским Союзом. Многоуровневая специфичность страны и реализованная модель системной трансформации направляет внешнюю политику государства и брендинг в западном направлении. В статье представлен один из компонентов государственного бренда – политический бренд, и проанализирована политическая стратегия брендинга во внешней политике Грузии, направленная на Европейский Союз. Автор пытается ответить на вопрос, как политические и экономические институты Грузии строят политический бренд.

Refine search results

1 Central European Journal of Communication

1 Marketing i Rynek

1 Nowa Polityka Wschodnia

1 Reality of Politics

1 Khorishko L.

1 Kinastowska J.

1 Kovpak V.

1 Skiert-Andrzejczuk K.

1 Zamora R.

1 2021

1 2020

1 2018

1 2010

Local media and the “political brand”: Candidates attributes portrayed on local media and their consequences on public perceptions

Public diplomacy as a tool for the formation of the political brand of Germany

Zarządzanie marką personalną jako nowa strategia komunikacji w marketingu politycznym

Georgia’s political brand in the European Union: building the political product and the political brand