Applicability Of Branding Principles And Laws In Politics
Lately branding has experienced fast development as an individual part of commercial marketing, whose object of knowledge is the creation, maintaining and protection of the trade mark. Gradually it turned into the main marketing instrument and main goal of commercial marketing. We can easily say that it is the main focus, gradually replacing everything else. In parallel with the development of branding there are realized the first attempts with respect to its principles and methods in the creation, maintenance and protection of the trade mark to be used also in other areas of public life and mostly in politics. Contemporary politics in the conditions of a democratic transition and market organization of society is oriented towards rational political and the connected with those economic programs. The creation and the lasting presence in the minds of people require stability, transparency and predictability. Contemporary political marketing originates from the same principle of new consumer culture, trying through branding to form in society or certain segments of it a stable and heightened interest in political parties as in a “group of homonymous goods” and this is understandable since it is easier to raise and impose a whole party (or rather its brand) than each separate candidate for a position of authority. Branding is not only a modern word in the vocabulary of marketeers, but an activity, which prospering companies do every day in order to keep their competitiveness. The same also goes for political subjects which in time turn into sustainable political brands through the creation of trust between their own brand and its supporters. The object of this study is to reveal how the principles and laws of branding in the creation, affirmation and protection of the trade mark can also be applied in politics or at least to find specific similarities between the trade mark and the political brand. The main objective is to initiate an academic discussion on the applicability of the laws and principles of branding in politics as a specific area of public life.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): (2006)
Issue (Month): 1 ()
|Contact details of provider:|| Postal: 3, Aksakov Str., 1040, Sofia|
Phone: (+359 2) 810 40 18
Fax: (+359 2) 988 21 08
Web page: http://www.iki.bas.bg
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:bas:econst:y:2006:i:1:p:14-42. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Diana Dimitrova)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.