Browse/search for people

Publication - Dr Fiona Spotswood

    The brand equity of the Lib Dems in the 2010 general election: A national and local perspective

    Citation

    Spotswood, F, 2013, ‘The brand equity of the Lib Dems in the 2010 general election: A national and local perspective’. Journal of Political Marketing, vol 12., pp. 182-196

    Abstract

    This paper considers the Liberal Democrat party as a brand, using appropriate branding concepts to analyse the fortunes of the party during the 2010 General Election. It explains Nick Clegg as a key influence on the brand?s image nationally (the party leader as national brand spokesperson) and how the national image was moderated by Jeremy Browne (the focal constituency candidate and local brand spokesperson). The analysis then considers the effect of the subsequent Coalition Government (with the Conservatives) on the Liberal Democrat brand, focusing specifically on the new legislation to which it is inextricably associated.

    Full details in the University publications repository