Applicability Of Branding Principles And Laws In Politics

Baiko Baikov

Economic Studies journal, 2006, issue 1, 14-42

Abstract: Lately branding has experienced fast development as an individual part of commercial marketing, whose object of knowledge is the creation, maintaining and protection of the trade mark. Gradually it turned into the main marketing instrument and main goal of commercial marketing. We can easily say that it is the main focus, gradually replacing everything else. In parallel with the development of branding there are realized the first attempts with respect to its principles and methods in the creation, maintenance and protection of the trade mark to be used also in other areas of public life and mostly in politics. Contemporary politics in the conditions of a democratic transition and market organization of society is oriented towards rational political and the connected with those economic programs. The creation and the lasting presence in the minds of people require stability, transparency and predictability. Contemporary political marketing originates from the same principle of new consumer culture, trying through branding to form in society or certain segments of it a stable and heightened interest in political parties as in a “group of homonymous goods” and this is understandable since it is easier to raise and impose a whole party (or rather its brand) than each separate candidate for a position of authority. Branding is not only a modern word in the vocabulary of marketeers, but an activity, which prospering companies do every day in order to keep their competitiveness. The same also goes for political subjects which in time turn into sustainable political brands through the creation of trust between their own brand and its supporters. The object of this study is to reveal how the principles and laws of branding in the creation, affirmation and protection of the trade mark can also be applied in politics or at least to find specific similarities between the trade mark and the political brand. The main objective is to initiate an academic discussion on the applicability of the laws and principles of branding in politics as a specific area of public life.

JEL-codes: M39 (search for similar items in EconPapers)
Date: 2006
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