The Political Branding of an Independent Politician in the Digital Era

Gómez G., Geraldin G. (2020) The Political Branding of an Independent Politician in the Digital Era. Masters thesis, Griffith College.

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During this research the aim of the research was to evaluate the political branding of an independent politician in the context of the Panamanian Presidential Elections of May 2019. The research examined the perception of the political image of Ricardo Lombana, a Panamanian politician, among millennials in order to identify which elements of his branding strategy resonated with them and which did not. The research also explored the brand awareness of the politician. The target audience for this study were millennials living in Panama City, Panama. The literature base for the research relates to Political Marketing, Branding, Millennials and Leadership theories with the purpose of finding strategies that could potentially improve the current branding strategy of the politician, in order to increase their brand awareness and improve the perception of the politician’s overall image. A conceptual framework was created with the intention of having an effective process to evaluate a political brand. The elements that are evaluated can be interchanged in order for the process to apply to commercial brands. The primary data for this research was collected through six semi-structured interviews conducted with millennial voters in Panama. The results showed that the overall perception of the politician is positive, but that he did not reached all the population, especially those of lower income or living in rural areas. In a small group, such as the six participants that were interviewed, the qualities they expect to see publicized about a brand can vary, but it is the job of the branding strategist to identify the common traits the audience care about in order to work with those. Branding strategists in the Ricardo Lombana team are recommended to do more qualitative research among millennials, and the rest of the Panamanian population with the purpose of making the necessary adjustments in order to improve both the perception of the brand and its awareness among the electorate. It is recommended that scholars conduct further research into creating effective processes regarding the evaluation of branding strategies.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Political branding, Independent politicians, Political Marketing, Political branding
Subjects: H Social Sciences > HB Economic Theory
Divisions: Graduate Business School > MBA in International Business Management
Depositing User: Ms Dimphne Ni Bhraonain
Date Deposited: 12 Jan 2021 11:21
Last Modified: 12 Jan 2021 12:01

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