Document Type

Conference Paper


Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


Political science

Publication Details

  • Conference: Midwest Political Science Association Annual Conference
  • At: Palmer Hilton, Chicago, Illinois
  • April 2017


This paper applies cognitive mapping techniques to understand how political brand equity is formed, differs, and changes, across the four largest Irish political parties, between 2013 and 2016. It assesses the fundamental aspects of branding and brand equity in the marketing and political marketing literatures and offers an insight into the Irish political environment. Primary data was generated through the participation of 232 citizens in the brand elicitation stages in 2013 and 2016 and a further 76 and 105 citizens respectively were involved in the construction of the cognitive maps of brand equity. In all, across both time points, 614 citizens participated. From the mapping process we can see how the participants’ perceptions of the Irish political parties’ brands have changed. This article constitutes a first attempt to measure longitudinally changing political brand equity through cognitive mapping techniques.