Needham’s Model of Politicial Brands as applied to Modern Day Britain

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“This general election campaign was one the most hard-fought in post-war history, even though its results seem eerily inconclusive”, this quote was selected from the Telegraph newspaper which commented on 2010 election in Britain. After the monthly campaign among three main parties, the new Prime Minister David Cameron with the deputy PM Nick Clegg formed the coalition government whilst the former Prime Minister Gordon Brown with labour party would be the biggest loser compared with other two leaders. Surprisingly, the deputy PM Nick Clegg was unknown and insignificant to public even before his appearance on the first TV debate; seems like overnight, the general election became differentiated and memorable probably due to the visual media (television primarily) and special politician image of Nick Clegg being crafted on television.

In the essay, I would like to critically examine the Needham’s model of political brands by applying the case of Deputy PM Nick Clegg. Although, Needham’s ideology of political brand is theoretical emphasise the parallels between commercial marketing and political communication (2005, p346). However, there are some scholars, such as Lock and Harris, might hold opposite perspectives towards the applicability of commercial marketing theories in political field (1996). Besides, the intense development of visual and electronic media may delicately alter and vary situation for political communication in the last few years. Therefore, the essay would mainly argue how Needham’s model of political brands fitted in the current political world on a great extent whilst other innovative developments and relevant weakness may also discuss in below. ...

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...s of the Permanent Campaign’, Political Studies, 53(2): 343-361

10. "New Statesman - No clear winner from second TV debate, polls show." New Statesman - Britain's Current Affairs & Politics Magazine. N.p., n.d. Web. 16 Mar. 2011. .

11. "Nick Clegg tuition fees betrayal sees young voters name him as most deceitful politician in the country - mirror.co.uk." News Headlines, Celebs and Football - Mirror.co.uk. N.p., n.d. Web. 16 Mar. 2011. .

12. Smith, G. (2001) ‘The 2001 General Election: Factors Influencing the Brand Image of Political Parties and their Leaders’, Journal of Marketing Management, 17(9/10): 989-1006

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