The course of competition during election campaigns in both stable and new democracies leads to conclusions about the political/electoral triumph of the populist election offer. Considering “electoral populism” as a specific type of marketing strategy, one can indicate basic factors of systemic, social and communication-media nature, which condition the observed strategic reorientation of political entities. This turn of events has a significant impact on the effectiveness of election campaigns, fostering the process of developing a political brand - thanks to professional communication activities aimed at maintaining market relations based on mutual trust, a community of recognized values and strong emotional bonds, while at the same time distinguishing precisely and distinctly from political competitors
