GVT-110 Study Guide - Final Guide: Populism, Mental Image, Symbiosis
Document Summary
Republican party dominated by conservatives began to market its candidates by making significant use of branding. Conservatives have gone great lengths to promote brand promises and have worked to reposition brands. Reganism, reaganites - most successful political branding so far. Conservatism appeals to large numbers of people in specific audiences. They try to keep loyal audiences rather than reach all of them. They use talk radio, conservative opinion journals, cable television, and the internet, direct mail. Branding provides a shortcut for people to understand the product being sold to them. No designer nike jeans, no nike coffee. The brand tells a story & makes promises - specifically positioned to appeal to targeted audiences. It"s not always clear what democrats stand for because they do not brand themselves like conservatives do. Successful branding packs the brand in for the audience to consume conveniently: fits into marketed politics because it is a key part in most product marketing campaigns aimed at.
