Brand Transformation in European Politics: The Rise and Limits of Nonclassical Names

Endre Borbáth and Swen Hutter

EconStor Open Access Articles and Book Chapters, 2025, issue FirstView, 19 pages

Abstract: Political parties in Europe are undergoing profound transformations, with many abandoning traditional brands. This study analyzes party names as indicators of ideological and organizational change, combining an original content analysis across 28 European countries (1945–2023) with two conjoint survey experiments. We find that “nonparty” names have become the majority, reflecting a shift away from ideology toward alternative forms of identification. While movement names appear in wavelike patterns linked to protest cycles, such as after the 2008 Great Recession, nonclassical names are especially prevalent among new, opposition, and right-wing parties. However, a paradox emerges: despite their growing adoption, nonclassical names do not easily yield the anticipated electoral benefits, as new parties seem to gain little from abandoning classical naming conventions. By tracing long-term naming trends and integrating survey-based experimental evidence, we advance debates on party transformation, political branding, and the evolving interplay between electoral and movement politics in contemporary democracies.

Keywords: political parties; party brands; political crisis; conjoint experiments; Europe (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/334717/1/F ... d-transformation.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:espost:334717

DOI: 10.1017/S1537592725103319

Access Statistics for this article

More articles in EconStor Open Access Articles and Book Chapters from ZBW - Leibniz Information Centre for Economics Contact information at EDIRC.
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().