Conclusion

Political brand identity: An examination of the complexities of Conservative brand and internal market engagement during the 2010 UK General Election campaign

“…Political branding research is at the exploratory stage (Lees-Marshment, 2009;Smith, 2009), and Davies and Chun (2002) suggest that qualitative research is useful at the early stages of a relatively under researched area. The methodology aims to take an 'inside-out' approach to the Conservative Party brand (Harris and de Chernatony, 2001;Peng and Hackley, 2009;Van Riel and Fombrun, 2007).…”

“…More recently there has been an emerging interest in applying branding concepts to politics (White and de Chernatony, 2002;Lees-Marshment, 2009;Lilleker, et al, 2006;Moufahim andLim, 2009, Phipps et al, 2010;Reeves et al, 2006;Smith, 2009;), but as Harrop (1990) pointed out the nature of governing is much like a service provider in that it is intangible, complex and heavily reliant on people. This services perspective of political parties was supported by Henneberg and O'Shaughnessy 2007, who argued that there are three components of the political brand, firstly policy as the service offering, secondly the politician as the tangible service offering and the party as the brand offering.…”

Measuring Political Brand Equity in Ireland

“…The idea of political parties as brands is now established thanks to the extensive literature on the subject (Harris & Lock, 2001;Smith, 2001;Scammell, 2007;Lees-Marshment, 2009;Jakeli & Tchumburidze, 2012). It is possible to simplistically define the political brand by equating it to the goodwill embodied in a party name (Lott, 1986).…”

Dilemmas and Challenges in the Marketing of Hybrid Organizations: A Theoretical Exploration of Dutch Sheltered Work Companies

“…Marketing theories focus on the question "how organizations can behave in relation to their market to help them achieve their goals" ( [7], p. 31). The customers' needs and wishes are put central in the decision making about marketing.…”