POL577 Branding in politics

Faculty of Social Studies
Spring 2019
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Mgr. Miloš Gregor, Ph.D. (lecturer)
Guaranteed by
prof. PhDr. Lubomír Kopeček, Ph.D.
Department of Political Science – Faculty of Social Studies
Contact Person: Mgr. Lucie Pospíšilová
Supplier department: Department of Political Science – Faculty of Social Studies
Timetable
Mon 10:00–11:40 U41
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course deals with branding; it focuses on branding in the political field and is divided into three thematically linked blocks. In the first block, students will learn what a brand actually is and what it means to brand (someone or something). The second block is devoted to the application of the knowledge from the first block to politics. Finally, the third block consists of a number of case studies in which the brand of selected actors will be analyzed in more detail.
Learning outcomes
At the end of the course, students should be able to understand what is a brand, how it works and how to manage it. They will be able to "deconstruct" or analyze branding strategies of commercial and non-commercial (cities, politicians, political parties) institutions.
Syllabus
  • 1. Branding: what does it mean and how to analyze it 2. Brand characteristics, brand value and brand equity 3. Brand personality, storytelling, archetypes I 4. Brand personality, storytelling, archetypes II 5. Branding in politics I 6. Branding in politics II 7. Branding in politics III 8. Seminar I: Selected case studies in the field of politics 9. Seminar II: Selected case studies in the field of nation branding 10. Seminar III: The EU brand
Literature
    required literature
  • Milewicz, Ch., Milewitz, M. (2014): The Branding of Candidates and Parties: The U.S. News Media and the Legitimization of a New Political Term. Journal of Political Marketing 13 (4): 233-263.
  • Značka Česká republika. Návrh komunikační strategie. Prezentace ze semináře Značka ČR v PS PČR (21. 5. 2012).
  • Nielsen, Sigge Winther. 2011. "Three Faces of Political Marketing Strategy." Journal of Public Affairs 12 (4). John Wiley & Sons, Ltd: 293-302. doi:10.1002/pa.434.
  • Moilanen, T., Rainisto, S. (2009): How to Brand Nations, Cities and Destinations: Chapter 1 - Theoretical Framework for Developing a Place Brand, s. 3-29.
  • Smith, G. - French, A. (2009): The political brand: A consumer perspective. Markething Theory 9(2): 209-226.
  • Schweiger, G., Adami, M. (1999): The Nonverbal Image of Politicians and Political Parties. In: Newman, B.: The Handbook of Political Marketing, Thousand Oaks: Sage Publishing, s. 347 - 365
  • Anholt, S. (2007). Brand Europe - Where next? In: Place Branding and Public Diplomacy, vol. 3, s. 115-119.
  • Aaker, J. L. (1997): Dimensions of Brand Personality. In: Journal of Marketing Research, vol. 34, s. 347 - 356.
  • Studie city identity a verbálních priorit města Brna. s. 21-54.
  • Van Ham, P. (2005). Branding European Power. In: Place Branding, vol. 1, no. 2, 122-126.
  • Needham, C. (2005). Brand Leaders: Clinton, Blair ant the Limitations of the Permanent Campaign. Political Studies 53: 343-361
  • Keller, K. L. (1993): Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. In: Journal of Marketing, vol. 57, s. 1 - 22
  • " Sonies, S. (2011): Consumer Branding in Politics: A Comparison of Presidents Ronald Reagan and Barack Obama, text dostupný on-line (http://www.american.edu/soc/communication/upload/Sarah-Sonies.pdf), s. 27 - 38.
  • Nielsen, Sigge Winther. 2015. "Measuring Political Brands: an Art and a Science of Mapping the Mind." Journal of Political Marketing 15 (1). Routledge: 70-95. doi:10.1080/15377857.2014.959682.
  • Needham, C. (2006): Brands and Political Loyalty. In: Brand Management, vol. 13, No. III, s. 178 - 187
  • Agirdag, O.; Phalet, K.; Van Houtte, M. (2015). European identity as a unifying category: National vs. European identification among native and immigrant pupils. In: European Union Politics, s. 1-19.
  • " White, J., De Chernatony, L. (2002): New Labour: A Study of the Creation, Development and Demise of a Political Brand. In: Journal of Political Marketing, vol. 1, No. II - III, s. 45 - 52.
  • Smith, G., Speed, R. (2011): Cultural branding and political marketing: An exploratory analysis, Journal of Marketing Management, 27:13-14, 1304-1321, DOI: 10.1080/0267257X.2011.628449
  • Sinclair, J. 2011. "Branding and Culture". In J. Wasko, G. Murdock, H. Sousa (eds.) The Handbook of Economy of Communications. Willey-Blackwell. s. 206-225.
  • Smith, G. (2009): Conceptualizing and Testing Brand Personality in British Politics. In: Journal of Political Marketing, vol. 8, s. 209 - 232.
  • Reeves, P., De Charnatony, L., Carrigan, M. (2006): Building a Political Brand: Ideology or Voter-Driven Strategy. In: Brand Management, vol. 13, No. VI, s. 418 - 428
  • Zavattaro, S. M. (2010): Brand Obama - The Implications of a Branded President. Administrative Theory & Praxis 32(1): 123-128.
  • Schneider, H. (2004): Branding in Politics - Manifestations, Relevance and Identity-Oriented Management. In: Journal of Political Marketing, vol. 3, No. III, s. 41 - 67.
  • Nielsen, Sigge Winther. 2017. "On Political Brands: a Systematic Review of the Literature." Journal of Political Marketing 16 (2). Routledge: 118-46. doi:10.1080/15377857.2014.959694.
  • Scammell, M. (2007): Political Brands and Consumer Citizens: The Rebranding of Tony Blair. In. The ANNALS of AAPSS, s. 176 - 192.
  • Nielsen, Sigge Winther. 2015. "Measuring Political Brands: an Art and a Science of Mapping the Mind." Journal of Political Marketing 15 (1). Routledge: 70-95. doi:10.1080/15377857.2014.959682.
  • MARK, Margaret and Carol PEARSON. Hrdina nebo psanec. Translated by Jiří Fadrný. 1. vyd. Brno: BizBooks, 2012, 352 s. ISBN 9788026500278. info
  • DE CHERNATONY, Leslie. Značka : od vize k vyšším ziskům. Translated by Eva Nevrlá. Vyd. 1. Brno: Computer Press, 2009, xiii, 315. ISBN 9788025120071. info
Teaching methods
lectures, seminars
Assessment methods
Active class participation, semester paper, 2 position papers, final exam
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2013, Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018.
  • Enrolment Statistics (recent)
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