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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)
  • Transcript

    • 1. Influences and impacts of personal brand and political brand bi-directional endorsement
      Stephen Dann, Andrew Hughes Australian National University, Canberra, ACT, Australia
    • 2. Brands, Branding and Personal Brands
    • 3. Theoretical Framework
      Brands
      About as common as you can get
      Branding
      Heavily applied theory
      Personal Brands
      Less understood
    • 4. Personal Branding
      A disclaimer: I have a personal brand
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. Expanded Model of Influence
    • 9. 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
    • 10. 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
    • 11. 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
    • 12. 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
    • 13. 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
    • 14. Brand Weight: Transference of Meaning
      Brand weight
      relative fame, reputation, history and consistency of a brand over time
    • 15. 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.
    • 16. 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.
    • 17. 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
    • 18. Conclusions
    • 19. @stephendann
      Stephen.dann@anu.edu.au
      Questions?