POL577 Branding in politics

Faculty of Social Studies
Spring 2013
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. (seminar tutor)
Guaranteed by
prof. PhDr. Lubomír Kopeček, Ph.D.
Division of Politology – Department of Political Science – Faculty of Social Studies
Contact Person: Mgr. Iva Petříková
Supplier department: Department of Political Science – Faculty of Social Studies
Timetable
Thu 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
At the end of the course students should be able to understand what brand is, how it works and how to use it. They will be able to "deconstruct" or analyze branding strategies of commercial and non-commercial (cities, politicians, political parties) institutions.
Syllabus
  • 1. Introduction to branding 2. Brand value and brand equity 3. Brand personality, brand mapping concept 4. (Creating a) brand in politics I 5. (Creating a) brand in politics II 6. Branding in the non-commercial sphere 7. Archetyping 8 - 10. Case studies
Literature
    required literature
  • • 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.
  • • 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.
  • • Zavattaro, S. M. (2010): Brand Obama – The Implications of a Branded President. Administrative Theory & Praxis 32(1): 123-128.
  • • Scammell, M. (2007): Political Brands and Consumer Citizens: The Rebranding of Tony Blair. In. The ANNALS of AAPSS, s. 176 – 192.
  • • Smith, G. (2009): Conceptualizing and Testing Brand Personality in British Politics. In: Journal of Political Marketing, vol. 8, s. 209 – 232.
  • • Schneider, H. (2004): Branding in Politics – Manifestations, Relevance and Identity-Oriented Management. In: Journal of Political Marketing, vol. 3, No. III, s. 41 – 67.
  • • Needham, C. (2006): Brands and Political Loyalty. In: Brand Management, vol. 13, No. III, s. 178 – 187.
  • • Aaker, J. L. (1997): Dimensions of Brand Personality. In: Journal of Marketing Research, vol. 34, s. 347 – 356
  • • Smith, G. – French, A. (2009): The political brand: A consumer perspective. Markething Theory 9(2): 209-226.
  • • 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.
  • 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, class discussions
Assessment methods
Active class participation, semester paper, final exam
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms Spring 2014, Spring 2015, Spring 2016, Spring 2017, Spring 2018, Spring 2019.
  • Enrolment Statistics (Spring 2013, recent)
  • Permalink: https://is.muni.cz/course/fss/spring2013/POL577