All Outputs (2)

'A huge political experiment' - exploring the political brand positioning of political parties in Jersey from an internal-external perspective (2024)
Journal Article
Pich, C., Reardon, J., & Armannsdottir, A. (2024). 'A huge political experiment' - exploring the political brand positioning of political parties in Jersey from an internal-external perspective. Journal of Marketing Communications, https://doi.org/10.1080/13527266.2024.2361657

A political brand aims to project a differentiated and identifiable position in the minds of voters. However, there is limited understanding on the envisaged and realised positioning of political 'party' brands particularly in under-explored contexts... Read More about 'A huge political experiment' - exploring the political brand positioning of political parties in Jersey from an internal-external perspective.

A proposed brand architecture model for UK fashion brands (2024)
Journal Article
Rashid, A., Spry, L., & Pich, C. (2024). A proposed brand architecture model for UK fashion brands. Journal of Brand Management, https://doi.org/10.1057/s41262-024-00358-9

Corporate brand identity is becoming a strategic issue in the UK fashion industry, as it is complex and constantly under pressure to differentiate. Fashion brands are expanding through a range of channels and rapidly changing takeovers, and it is unc... Read More about A proposed brand architecture model for UK fashion brands.