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Political branding strategies = camp...

Downer, Lorann.

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Political branding strategies = campaigning and governing in Australian politics /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Political branding strategies/ by Lorann Downer.
Reminder of title:	campaigning and governing in Australian politics /
Author:	Downer, Lorann.
Published:	London :Palgrave Macmillan UK : : 2016.,
Description:	x, 146 p. :ill., digital ;23 cm.
Contained By:	Springer eBooks
Subject:	Campaign management - Australia. -
Online resource:	http://dx.doi.org/10.1057/9781137580290
ISBN:	9781137580290

Political branding strategies = campaigning and governing in Australian politics /
Downer, Lorann.

Political branding strategiescampaigning and governing in Australian politics /[electronic resource] :by Lorann Downer. - London :Palgrave Macmillan UK :2016. - x, 146 p. :ill., digital ;23 cm. - Palgrave studies in political marketing and management. - Palgrave studies in political marketing and management..

Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands - the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor's strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard of basic branding principles, of stunning success and shattering reversal. This is a story with lessons for practitioners, researchers and citizens in democracies everywhere.

ISBN: 9781137580290

Standard No.: 10.1057/9781137580290doiSubjects--Corporate Names:

693261
Australian Labor Party.
Subjects--Topical Terms:

3258384
Campaign management
--Australia.

LC Class. No.: JQ4098.L3 / D68 2016

Dewey Class. No.: 324.29407

Political branding strategies = campaigning and governing in Australian politics /
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245 1 0 $a Political branding strategies $h [electronic resource] : $b campaigning and governing in Australian politics / $c by Lorann Downer.
260 $a London : $b Palgrave Macmillan UK : $b Imprint: Palgrave Macmillan, $c 2016.
300 $a x, 146 p. : $b ill., digital ; $c 23 cm.
490 1 $a Palgrave studies in political marketing and management
520 $a Political Branding Strategies tells the story of branding by the Australian Labor Party across seven years. This is an account of three brands - the Kevin07 brand crafted for Kevin Rudd, The Real Julia brand of his successor, Julia Gillard, and that of the party. Drawing on insider insight and a new framework to understand and evaluate political branding, Labor's strategies are considered in two case studies. They tell of skilful use of comprehensive branding strategies and costly disregard of basic branding principles, of stunning success and shattering reversal. This is a story with lessons for practitioners, researchers and citizens in democracies everywhere.
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650 0 $a Campaign management $z Australia. $3 3258384
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