The Brand Equity of the Liberal Democrats in the 2010 General Election: A National and Local Perspective

Smith, Gareth; Spotswood, Fiona

Abstract

This paper considers the Liberal Democrat party as a brand, using appropriate branding concepts to analyze the fortunes of the party during the 2010 General Election. It explains Nick Clegg as a key influence on the brand's image nationally (the party leader as national brand spokesperson) and how the national image was moderated by Jeremy Browne (the focal constituency candidate and local brand spokesperson). The analysis then considers the effect of the subsequent Coalition Government (with the Conservatives) on the Liberal Democrat brand, focusing specifically on the new legislation to which it is inextricably associated. © 2013 Copyright Taylor and Francis Group, LLC.

• Journal Article Type: Article
• Publication Date: Apr 1, 2013
• Deposit Date: Dec 16, 2010
• Publicly Available Date: Feb 16, 2016
• Journal: Journal of Political Marketing
• Print ISSN: 1537-7857
• Electronic ISSN: 1537-7865
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 12
• Issue: 2-3
• Pages: 182-196
• DOI: https://doi.org/10.1080/15377857.2013.781478
• Keywords: general election, liberal democrats, brand equity, branding
• Public URL: https://uwe-repository.worktribe.com/output/931038
• Publisher URL: http://www.informaworld.com/smpp/title~content=t792306945~db=all
• Contract Date: Feb 16, 2016