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- W2786218641 abstract "The Australian Labor Party and its leaders increasingly have been viewed as brands since their winning election campaign in 2007. This work tests claims that Labor and former Labor Prime Ministers Kevin Rudd and Julia Gillard deliberately attempted branding in the ‘Kevin07’ campaign of 2007 and “the real Julia” campaign of 2010. Building on extant literature, I develop three tools - the concept of the brand oriented party, a model of political branding in Australia and a Political Branding Checklist - to conceptualise, identify and evaluate political branding. I marry these tools with qualitative and quantitative data from interviews with Labor practitioners, Labor television commercials and ABC television news to evaluate planning and performance for each campaign. I conclude that Labor, or at least sections of the party, did deliberately employ branding in the 2007 and 2010 campaigns. In 2007, Labor crafted the ‘Kevin07’ brand for Rudd in a co-branding strategy with the weaker party brand, in a strategic and disciplined campaign. In 2010, Labor deployed Gillard as the dominant offering and the party had little presence. The brand strategy was hastily conceived and unevenly executed during a difficult campaign. In both cases, Labor sought a brand orientation during the campaign but failed to maintain it in government. Further, I conclude that Labor’s branding efforts contributed to the successes and failures of their campaigns and governments. These, and other conclusions, point to an overarching lesson for practitioners and researchers - the need to fully engage with the concept of branding to best employ and understand this new way of doing politics." @default.
- W2786218641 created "2018-02-23" @default.
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- W2786218641 date "2014-11-20" @default.
- W2786218641 modified "2023-09-24" @default.
- W2786218641 title "Kevin07 and the real Julia: Labor's use of political branding in 2007 and 2010" @default.
- W2786218641 doi "https://doi.org/10.14264/uql.2014.352" @default.
- W2786218641 hasPublicationYear "2014" @default.
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