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Political brands and consumer citizens: the rebranding of Tony Blair

Scammell, Margaret (2007) Political brands and consumer citizens: the rebranding of Tony Blair. Annals of the American Academy of Political and Social Science, 611 (1). pp. 176-192. ISSN 0002-7162

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Identification Number: 10.1177/0002716206299149


It has become commonplace to speak of political parties and brands. This article looks at the rise of the brand and explains how branding has become the cutting edge of commercial marketing. It examines how the brand concept and research techniques are used in politics and focuses in particular on the rebranding of Tony Blair in the run up to the 2005 U.K. general election. More broadly, it argues that branding is the new form of political marketing. If market research, spin, and advertising were the key signifiers of marketed parties and candidates in the 1980s and 1990s, “branding” is the hallmark now. It will argue that the brand concept has analytical value. It is not simply a convenient and fashionable term for image. Furthermore, it is a demonstration that we are moving from a mass media model to a consumer model of political communication.

Item Type: Article
Official URL:
Additional Information: © 2014 American Academy of Political & Social Science
Divisions: Media and Communications
Subjects: H Social Sciences > HE Transportation and Communications
J Political Science > JA Political science (General)
J Political Science > JN Political institutions (Europe) > JN101 Great Britain
Date Deposited: 04 Mar 2014 15:53
Last Modified: 20 May 2024 03:12

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