Developing
a
Poli-cal
Brand
Part
2:
Does
Brand
Apply
in
Poli4cs?
Željko
Zidarić
Civic
Innova-on
Incubator
...
Activists
Video Index
Part 1: Branding Soap
• Introduction
• Brand
• Brand Equity
• Branding
• Importance
Part 3: Branding Po...
Purchase
30% already decided
20% persuadable
10% might not vote
40% will not vote
Objective
Find
Persuade
Mobilize
50%
+1
Election
0-100
60-100
Effectiveness
33%
30%
39%
32%
45%
60%
37%
29%
75%
Progressive
Centrist
Conservative
Votes
Popularity
Persua...
symbols
colors
slogans
language
ambassadors
jingles
Brand & Shadow
images
The Brand
The Shadow
values
actions
...
Communications
Experience
Product
Brand
Customer
Team
Values
Essence
Brand is the values
at the heart of the party,
its very core.
Same Strategy
Different Tactics
Selling Politicians
Part 2
Political Party
Unique
Values
Organized
Representative
Government
Brand Equity
Commodity
Low
High
Day -1 of Campaign
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
Political Branding part 2
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Political Branding part 2

This slideshow goes with this video https://www.youtube.com/watch?v=HSi6Pu4qVlE It is clear that the phenomenon of brand equity and brand management are relevant in the political product (politician) development space
Published on: Mar 4, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Political Branding part 2

  • 1. Developing a Poli-cal Brand Part 2: Does Brand Apply in Poli4cs? Željko Zidarić Civic Innova-on Incubator June 26, 2014 I inkubator
  • 2. Activists
  • 3. Video Index Part 1: Branding Soap • Introduction • Brand • Brand Equity • Branding • Importance Part 3: Branding Politics • Define it • Promote it • Earn it Part 2: Brand in Politics • What is brand • What is politics • Brand equity • Brand development
  • 4. Purchase
  • 5. 30% already decided 20% persuadable 10% might not vote 40% will not vote Objective Find Persuade Mobilize 50% +1
  • 6. Election 0-100 60-100
  • 7. Effectiveness 33% 30% 39% 32% 45% 60% 37% 29% 75% Progressive Centrist Conservative Votes Popularity Persuasion Air War Turnout Mobilization Ground War
  • 8. symbols colors slogans language ambassadors jingles Brand & Shadow images The Brand The Shadow values actions WHY > What
  • 9. Communications Experience Product Brand Customer Team Values Essence
  • 10. Brand is the values at the heart of the party, its very core.
  • 11. Same Strategy Different Tactics Selling Politicians Part 2
  • 12. Political Party Unique Values Organized Representative
  • 13. Government
  • 14. Brand Equity Commodity Low High Day -1 of Campaign

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