Busby, Robert The Conservative Brand: conflicts of party and leadership identity. In: Political Marketing and Management in the UK 2024 Election. Palgrave Macmillan. (Submitted)
Full text not available from this repository.Abstract
The decisive win in 2019 suggested there existed a winning brand identity which propelled the Conservatives to a notable victory. Underpinned by the ‘Get Brexit Done’ mantra, and the charismatic personality of Boris ‘Bojo’ Johnson there appeared to be an identifiable brand which placed the Conservatives into a distinctive market niche. Yet, by 2024 this identity had been modified, compromised and ultimately abandoned. In its place an aggregate brand identity emerged. Part Johnson, part Truss and part Sunak, the new identity diluted brand association, appeared inauthentic and lost its distinctive market position, all the more so given the re-branding of the Labour party and the emergence of Reform. This chapter considers the reasons for the rebranding exercise, the challenges faced and the catastrophic problems posed by multiple rebranding during a single parliamentary term.
| Item Type: | Book Section |
|---|---|
| Faculty / Department: | Faculty of Creative Arts & Humanities > School of Humanities |
| Depositing User: | Robert Busby |
| Date Deposited: | 06 Dec 2024 13:22 |
| Last Modified: | 06 Dec 2024 13:22 |
| URI: | https://hira.hope.ac.uk/id/eprint/4470 |
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