Manifestos as an Extended Branding Campaign

White, Andrew

Abstract

Manifestos are one of the main means by which parties project their ‘brand’, chiefly by presenting policy prescriptions which collectively position them at clearly identifiable points along the political spectrum. This chapter focuses on the manifesto as a platform to project each party’s brand, as well as how that brand is communicated to the electorate through mini-campaigns and media events. Space does not allow a consideration of all policies; so, given that it was a key concern of the public, was central to the campaign and featured prominently in the main parties’ manifestos, economic policy is the main focus of this analysis. Overall, the chapter contends that the Conservative brand narrative was the clearest and most credible, which may have contributed significantly to their election victory.

Citation

White, A. (2016). Manifestos as an Extended Branding Campaign. In D. Lilleker, & M. Pack (Eds.), Political marketing and the 2015 UK General Election (35-47). Palgrave Macmillan. https://doi.org/10.1057/978-1-137-58440-3_3

• Acceptance Date: Jan 1, 2016
• Online Publication Date: May 12, 2016
• Publication Date: 2016
• Deposit Date: Apr 6, 2018
• Publicly Available Date: May 13, 2019
• Publisher: Palgrave Macmillan
• Peer Reviewed: Peer Reviewed
• Pages: 35-47
• Book Title: Political marketing and the 2015 UK General Election
• DOI: https://doi.org/10.1057/978-1-137-58440-3_3
• Keywords: National Health Service; Press Conference; Labour Party; Extend Brand; Coalition Partner
• Public URL: https://nottingham-repository.worktribe.com/output/790420
• Publisher URL: https://link.springer.com/chapter/10.1057/978-1-137-58440-3_3
• Additional Information: Reproduced with permission of Palgrave Macmillan.; This extract is taken from the author's original manuscript and has not been edited. The definitive, published, version of record is available here: https://link.springer.com/chapter/10.1057/978-1-137-58440-3_3.
• Contract Date: Apr 6, 2018