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Nowadays there are highly visible resemblances between the consumer goods market and the world of politics. There is an evident relationship between business research and electoral affairs. Hence brand positioning and brand management have become more and more important in politics. Both parties and politicians hold a brand equity.

In the economic sense, a brand is a deep-seated and distinctive image of a commodity or a service in the mind of a consumer. Transferred to the world of politics, a brand is a deep-seated and distinctive image of a party or a politician (and a candidate, respectively) in the mind of a voter. Therefore it is important that parties and politicians exhibit a strong, consistent, unique, distinguishable, and trustworthy image. Besides traditional methods like grassroots campaigning ...

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