02881nam 22007095 450 991033246550332120230516133257.01-137-58029-110.1057/9781137580290(CKB)3710000000607587(DE-He213)978-1-137-58029-0(MiAaPQ)EBC5185542(PPN)222231521(EXLCZ)99371000000060758720171213d2016 u| 0engurnn|008mamaatxtrdacontentcrdamediacrrdacarrierPolitical Branding Strategies Campaigning and Governing in Australian Politics /by Lorann Downer1st ed. 2016.London :Palgrave Macmillan UK :Imprint: Palgrave Macmillan,2016.1 online resource (150 p.) Palgrave Studies in Political Marketing and Management,2946-2622Includes index.1-349-84558-2 1-137-58028-3 Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands – the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor's strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard of basic branding principles, of stunning success and shattering reversal. This is a story with lessons for practitioners, researchers and citizens in democracies everywhere.Palgrave Studies in Political Marketing and Management,2946-2622Strategic planningLeadershipMarketingManagementPolitical scienceElectionsCommunication in organizationsBusiness Strategy and LeadershipMarketingManagementPolitical ScienceElectoral PoliticsCorporate CommunicationStrategic planning.Leadership.Marketing.Management.Political science.Elections.Communication in organizations.Business Strategy and Leadership.Marketing.Management.Political Science.Electoral Politics.Corporate Communication.658.4092Downer Lorannauthttp://id.loc.gov/vocabulary/relators/aut974048BOOK9910332465503321Political Branding Strategies2217270UNINA