An exploration of the internal/external brand orientations of David Cameron’s Conservative Party

The majority of research in political branding has tended to adopt a measurable, singular, quantitative approach (French and Smith 2010; Schneider 2004). Furthermore research in this area deserves more attention (Peng and Hack 2009; Rawson 2007; Schneider 2004; Smith 2009; Van Ham 2001; White and de Chernatony 2002). This thesis fulfils an identified gap in the body of knowledge in that there is no in-depth understanding of a political brand from an internal and external orientation. Ultimately this thesis considers the question how can we understand the complexity of the UK Conservative Party brand from an internal and external perspective under the leadership of David Cameron? To answer this question this study explores the ‘brand identity’ and ‘brand image’ of the UK Conservative Party and considers the transfer potential (Schneider 2004) of Kapferer’s (2008) brand identity prism and Bosch’s et al. (2006) brand image framework. Thirty in-depth interviews with internal stakeholders of the UK Conservative Party along with eight focus group discussions with external stakeholders aged 18-24 years were conducted prior the 2010 UK General Election. The transcribed in-depth interviews and focus groups discussions were thematically analysed using a two-staged process based on the work of Butler-Kisber (2010). Just as Norton (1996) suggested that the UK Conservative Party is complex, this research demonstrates that the political brand is equally complex. This research highlights the lack of internal coherency to the UK Conservative Party ‘brand identity’. Furthermore the UK Conservative Party ‘brand image’ is ambiguous and remains associated with previously held perceptions. In addition, this research indicated some disparity between the concepts of brand identity and brand image. Nevertheless this study provided deep insight and highlighted some detoxification of the ‘Tory brand’. Finally, this research uncovered some key problems that still face the UK Conservative Party and that they focus upon the paradox of a ‘broad church’ whilst factional in nature

A Changing Political Landscape: The 2022 General Election in Jersey

This paper analyses the general election held on 22nd June 2022 in the Bailiwick of Jersey, a British Crown Dependency and the largest of the Channel Islands with a population of 107,800. This election is notable for two reasons. First, the new electoral system entailed the abolition of island-wide senators and the election of thirty-seven deputies elected across nine districts using the multiple non-transferable vote (or 'bloc vote') variant of the 'first past the post' system, and one connetable (the elected head of the parish) from each of the island's twelve parishes, to the States Assembly. Second, in a system traditionally dominated by independent candidates, this election saw the appearance of political parties on a significant scale, giving voters distinct left and right blocs to choose from for the first time. This paper uses material obtained by interviews with all those closely involved in this election supported by the analysis of additional content-materials such as news articles, published reports and campaign manifestoes. Finally, this paper discusses Jersey's unique system of government and traces the context within which the election occurred and concludes by reflecting on the brand positioning of each of the island's political parties, considers the prospects for an emerging party system and draws out governance and political implications for Jersey in the years ahead

A changing political landscape : the 2022 general election in Jersey

This paper analyses the general election held on 22nd June 2022 in the Bailiwick of Jersey, a British Crown Dependency and the largest of the Channel Islands with a population of 107,800. This election is notable for two reasons. First, the new electoral system entailed the abolition of island-wide senators and the election of thirty-seven deputies elected across nine districts using the multiple non-transferable vote (or ‘bloc vote’) variant of the ‘first past the post’ system, and one connetable (the elected head of the parish) from each of the island’s twelve parishes, to the States Assembly. Second, in a system traditionally dominated by independent candidates, this election saw the appearance of political parties on a significant scale, giving voters distinct left and right blocs to choose from for the first time. This paper uses material obtained by interviews with those closely involved in this election, supported by an analysis of additional content-material such as news articles, published reports and campaign manifestos. Finally, this paper discusses Jersey’s unique system of government and traces the context within which the election occurred. It concludes by reflecting on the brand positioning of each of the island’s political parties, considers the prospects for an emerging party system and draws out governance and political implications for Jersey in the years ahead.peer-reviewe

A framework to improve retail customer experience : a qualitative study exploring the customer journey

Purpose This study aims to construct an integrated retail customer experience framework with a single view across platforms and to suggest a new conceptualisation of the customer experience term. Design/methodology/approach A qualitative approach was adopted. Thirty participants were asked to simulate their customer journey in an established UK department store retailer. Their experience was captured through focus groups and analysed by thematic analysis. Findings The findings indicate that the existence of personalisation and emotional attachment will enhance the customer experience. A new integrated retail customer experience framework is offered incorporating the traditional “7Ps” of marketing and a proposed eighth “P”, which is conceptualised as personal connection. Originality/value To the best of the authors’ knowledge, this is the first empirical study to use the notion of personal connection as a dialectic relationship between emotional attachment and personalisation as the central discussion in developing customer experience within a retail setting. This study captures this experience through a unique method of replication of the retail customer journey across multiple channels

The effective nature of projective techniques in political brand image research

This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike

A proposed brand architecture model for UK fashion brands

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unclear whether internal stakeholders are aware of the possible consequences of these approaches. In particular, there appears to be no literature on how retail and wholesale brands develop and manage their corporate brand identities during these changes and whether they draw on any meaningful connections with their customers. To understand how brand architecture might support the development of brand strategies in the UK fashion industry, perceptions of corporate brand identities were explored in retail and wholesale brands. Fifteen qualitative semi-structured interviews were conducted with elite informants. The findings reveal that retail brand identities can become disconnected from their sub-brands; therefore, brand identity may be invisible to consumers, while wholesale brands maintain a strong visible brand identity dependent on the brand’s values, historical legacy, innovation and positioning. A brand architecture model is developed that more accurately reflects the complex dimensions of UK fashion brands, particularly when channels expand and takeovers take place. These perspectives have not been reported in the literature

Exploring and consolidating the brand personality elements of the political leader

Purpose - This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts. Design/methodology/approach - The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP]. Findings - The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader. Originality/value - The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters

Political brand identity: an examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign

This paper seeks to build an understanding of the importance of internal communications when building a strong political brand. Using Kapferer’s brand prism as a conceptual framework, the paper explores UK Conservative Party members’ attitudes towards the development of the Conservative brand as personified by David Cameron. There are clear implications for political strategists as the findings suggest that it is crucial to engage the internal market in the co-creation of the marketing communications strategy for as brand evangelists they interpret the brand promise at the local level

Exploring young voter engagement and journey mapping across political events

This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement

Exploring young voter engagement and journey mapping across political events

This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24 years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement.Output Status: Forthcoming/Available Onlin