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Measuring Political Brand Equity in the Republic of Ireland
This paper will apply cognitive mapping techniques to understand the manner in which political brand equity is formed and distributed amongst the four largest Irish political parties from the perspective of citizens. It assesses the fundamental aspects of branding and brand equity in the marketing and political marketing literatures and offers and overview of the market in question – the Irish political environment. Primary data was generated through the participation of 232 citizens in the political brand elicitation stage and a further 75 citizens were involved in the construction of the cognitive maps of brand equity. From the mapping process we see that Irish political parties brands are plagued by a number of negative associations. Fianna Fáil’s brand is overshadowed by past mistakes and past leaders with bad reputations; whilst the Fine Gael brand is wracked by low levels of engagement. This paper constitutes the first attempt to measure the political brand equity of Irish political parties.
McDonald, E., Sherlock, R. and Hogan, J. (2014) Measuring Political Brand Equity in Ireland. Irish political studies, Vol. 30, No. 1, 98 – 120, Jan. 2015. doi.org/10.1080/07907184.2014.942644