Influences and impacts of personal brand and political brand bi-directional endorsement <br />Stephen Dann, Andrew Hughes ...
Brands, Branding and Personal Brands<br />
Theoretical Framework<br />Brands<br />About as common as you can get<br />Branding<br />Heavily applied theory<br />Perso...
Personal Branding<br />A disclaimer: I have a personal brand<br />
Personal Brand Theory<br />attributes<br />trustworthiness, attractiveness, credibility<br />promised benefits<br />What y...
Brand Personality<br />anthropomorphisation of the brand <br />Assigning human traits to brands<br />five human characteri...
Congruency<br />congruency in the political branding sense <br />“the candidate you would want to have a beer with…” <br /...
Expanded Model of Influence<br />
Personal Brand Consequence <br />H1: Market perception of the level of congruence between the personal brand of individual...
Hypothesis 1, Expanded<br />H1A: Congruence between personal and political brand will positively impact personal brand <br...
Hypothesis 1, Expanded further<br />H1D: Minor incongruence between personal and political brands will have no impact on t...
Political and Personal Brand Alignment <br />H2A: Market affiliation towards the political party brand will have a minor p...
Political and Personal Brand Alignment <br />H3A: Market affiliation towards the celebrity will have a minor positive effe...
Brand Weight: Transference of Meaning<br />Brand weight<br />relative fame, reputation, history and consistency of a brand...
Brand weight<br />Individual brand weight <br />collective sum of the individual’s traits, characteristics, public persona...
Brand Weight: Transference of Meaning<br />H4: Relative brand weight will determine the flow of brand meaning from persona...
From here<br />Step 1<br />(aka why my PhD student is back home and not here)<br />Operationalising the hypothesis<br />Va...
Conclusions<br />
@stephendann<br />Stephen.dann@anu.edu.au<br />Questions?<br />
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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

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  • four elements (Plummer, 2000; Kapferer 1992; Keller 1993)
  • Influences and impacts of personal brand and political brand bi-directional endorsement

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

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