Influences and impacts of personal brand and political brand bi-directional endorsement
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Influences and impacts of personal brand and political brand bi-directional endorsement

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Influences and impacts of personal brand and political brand bi-directional endorsement

Influences and impacts of personal brand and political brand bi-directional endorsement

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  • four elements (Plummer, 2000; Kapferer 1992; Keller 1993)

Influences and impacts of personal brand and political brand bi-directional endorsement Influences and impacts of personal brand and political brand bi-directional endorsement Presentation Transcript

  • Influences and impacts of personal brand and political brand bi-directional endorsement
    Stephen Dann, Andrew Hughes Australian National University, Canberra, ACT, Australia
  • Brands, Branding and Personal Brands
  • Theoretical Framework
    Brands
    About as common as you can get
    Branding
    Heavily applied theory
    Personal Brands
    Less understood
  • Personal Branding
    A disclaimer: I have a personal brand
  • Personal Brand Theory
    attributes
    trustworthiness, attractiveness, credibility
    promised benefits
    What you can do for me
    values
    political, moral, religious or ideological views
    personality
    Real and constructed
  • Brand Personality
    anthropomorphisation of the brand
    Assigning human traits to brands
    five human characteristics
    Reverse engineered for human application
    key personality traits intentionally exaggerated for a “brand persona”
    The Character, Not the Actor
  • Congruency
    congruency in the political branding sense
    “the candidate you would want to have a beer with…”
    desire to associate socially with the political brand
  • Expanded Model of Influence
  • Personal Brand Consequence
    H1: Market perception of the level of congruence between the personal brand of individual and the political brand of the party will have a positive or negative influence on overall personal brand
  • Hypothesis 1, Expanded
    H1A: Congruence between personal and political brand will positively impact personal brand
    H1B: Congruence will have a minor positive effect on the party brand
    H1C: Minor incongruence between personal and political brands will negatively impact personal brand
  • Hypothesis 1, Expanded further
    H1D: Minor incongruence between personal and political brands will have no impact on the political brand
    H1E: Major incongruence between personal and political brand will have large negative impact on the personal brand
    H1F: Major incongruence between personal and political brand will minor negative impact on the political party brand
  • Political and Personal Brand Alignment
    H2A: Market affiliation towards the political party brand will have a minor positive effect on the reputation of the celebrity following the endorsement
    H2B: Market opposition towards the political party brand will have a large negative effect on the reputation of the celebrity following the endorsement
  • Political and Personal Brand Alignment
    H3A: Market affiliation towards the celebrity will have a minor positive effect on the reputation of the party following the endorsement
     
    H3B: Market opposition towards the celebrity will have a major positive effect on the reputation of the party following the endorsement
  • Brand Weight: Transference of Meaning
    Brand weight
    relative fame, reputation, history and consistency of a brand over time
  • Brand weight
    Individual brand weight
    collective sum of the individual’s traits, characteristics, public persona, fame and known public history.
    Party brand weight
    collective sum of policy commitments, prior parliamentary and non-parliamentary performance, and political ideology as expressed through electoral promises.
  • Brand Weight: Transference of Meaning
    H4: Relative brand weight will determine the flow of brand meaning from personal or political brands where the market perceives incongruence between the brands
    H4A: Congruence will not result in a transfer of meaning
    H4B: Incongruence will result in a transfer of meaning from heavier brand to the lighter brand until brand equilibrium is reached.
  • From here
    Step 1
    (aka why my PhD student is back home and not here)
    Operationalising the hypothesis
    Variables, and measures welcomed
    Step 2
    Await the fall of the Australian government
    Celebrity candidates, announcements, endorsements
  • Conclusions
  • @stephendann
    Stephen.dann@anu.edu.au
    Questions?