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Brand Components in Electoral Debates: Presidential Elections Romania 2009

Author

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  • Ovidiu-Aurel GHIU?Ã

    (?tefan cel Mare University of Suceava, Romania)

Abstract

The present paper illustrates the use of the brand and its components in the most important campaign debate of the presidential elections in Romania in 2009.The research method we have selected is the case study. The research technique consisted of the content analysis of the two speeches. The conducted analysis has included all the three types of the content analysis: conceptual, relational and qualitative analysis. The content analysis has been conducted by using the Nvivo software. The identification of the candidate’s brand in a single debate particularly entails its presence throughout the electoral campaign. We can outline the main component of the brand notion the two candidates have resorted to in this debate: Bãsescu resorted to positioning, while Antonescu opted for differentiation and positioning.

Suggested Citation

  • Ovidiu-Aurel GHIU?Ã, 2015. "Brand Components in Electoral Debates: Presidential Elections Romania 2009," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 18(1), pages 27-48, June.
    • Handle: RePEc:rom:econmn:v:18:y:2015:i:1:p:27-48
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    More about this item

    Keywords

    political brand; presidential elections; electoral debates; political brand components; branding management.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior

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