Political Branding in Turbulent times

Dr Mona Moufahim is Senior Lecturer at the Stirling Management School at the University of Stirling in Scotland, UK. She is the current Chair of the Political Marketing Special Interest Group of the Academy of Marketing. Her research focuses on identity, extreme right politics, and political marketing and consumption.

• Chapter 1: Introduction- Political Branding in turbulent times.- Chapter 2: Political Brand Identity and Image: Manifestations, Challenges and Tensions.- Chapter 3: Political Branding in the USA Election of 2020.- Chapter 4: A tale of trust and betrayal: Jokowi’s anti-corruption brand creation and transgression.- Chapter 5: Influencers and the building of political brands – the case of India.- Chapter 6: Toxic Shock: Brexit and the lessons to be learned by UK’s political ‘brands’.- Chapter 7: Movement parties as brand platforms: The Case of 5 Star Movement.- Chapter 8: How trust wins against criticism: Promise concept as a political branding tool: Lessons from Polish politics.- Chapter 9: Conclusion: The ethical challenges at the heart of Political Branding.