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Political Brands and Consumer Citizens: The Rebranding of Tony Blair

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  • Margaret Scammell

    (London School of Economics and Political Science.)

Abstract

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.

Suggested Citation

  • Margaret Scammell, 2007. "Political Brands and Consumer Citizens: The Rebranding of Tony Blair," The ANNALS of the American Academy of Political and Social Science, , vol. 611(1), pages 176-192, May.
    • Handle: RePEc:sae:anname:v:611:y:2007:i:1:p:176-192
    DOI: 10.1177/0002716206299149
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    Cited by:

    1. Caleb Okezie Ajagba & Daniel Eseme Gberevbie & Osita Agbu, 2020. "Rebranding the Electoral Process in Nigeria’s Fourth Republic (1999-2019): Constraints and Prospects of the Independent National Electoral Commission," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 9, January.

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