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Measuring political brand equity: a consumer oriented approach
European Journal of Marketing
Purpose To develop understanding of how voters view the political brand by analysing the mental maps that voters create when asked to think about a political party. The analysis is both in terms of the nature of the maps and also in terms of the equity associated with a map. Methodology A consumer-oriented approach is developed for mapping the political brand. The brand maps are analysed to discern brand characteristics. Furthermore, methods are developed to assess the power of political brandsdoi:10.1108/03090561011020534 fatcat:ptq4xebbcjf63behjaibhkzucm