Imagine that you are a top-notch Political Branding Consultant. You have been hired by one of the
Question:
Imagine that you are a top-notch Political Branding Consultant. You have been hired by one of the two major political parties in the US (Democratic or Republican party- you can choose either of the two) to strengthen or reinvigorate their brand to win general elections (which means you are not just speaking to the choir but trying to win over a majority of the voters). Remember, the goal with this question is to apply your understanding of the Branding course concepts to help your chosen party brand win in general elections and not to advocate for favorite causes or policies.
a) First, draw a Brand Knowledge structure (also known as Brand Meaning Map) for your chosen political party brand based on your understanding of the brand (remember, this exercise is for the brand of the party, not for any political candidate).
b) Using the concepts learned from the class and understanding of the essence of the chosen brand, identify which meanings/associations should the brand focus on to make it stronger. Justify choice of (one or two) most important meanings/associations that the brand needs to focus on by showing that those meanings are resonant, differentiated, and credible within the category. Can also think in terms of strength, uniqueness, and favorability of those associations.
c) Based on chosen meaning (or meanings), make concrete recommendations regarding what the party should do to strongly capture those meanings in the brand. (Hint: We discussed in class how strong brands go beyond functional benefits to build resonance with consumers. So, any policy or marketing communication recommendations made should be driven by a specific strategic meaning/association are trying to capture and make that linkage clear.)