Download e-book for kindle: Branding in Politics: The Use of Branding Techniques in by Lucie Scholz

By Lucie Scholz

Seminar paper from the 12 months 2011 within the topic company economics - advertising, company communique, CRM, marketplace examine, Social Media, grade: 1,0, collage of technologies Neu-Ulm , language: English, summary: specialists agree that Obama´s election victory is basically because of a distinct and leading edge election crusade which controlled to persuade citizens. the massive efforts to elevate money to hide the prices and the large and finished use of social media are thought of the most techniques Obama brought into his crusade. (Qualman, 2009, p. sixty four; Waters & Lester, 2010, p. 241; Harfoush, 2009, pp. VIII) They agree at the truth, that “Obama” might be thought of a strong model: “Brand Obama is a true advertising phe-nomenon. He´s not just making politics cool, he´s outpacing Google and iPhone, the icon manufacturers of this century”, states David Jones, CEO of 1 of the world´s largest ads organisations. (Euro RSCG model Momentum examine, 2008)
The aim of this paper is to research from a advertising perspective the mechanisms which helped Barack Obama flip the sport round – opposed to preliminary odds. For this objective, we are going to to begin with take care of the theoretical bases of name administration. we'll study intimately the attribute good points of a model with the intention to resolution the query as to what volume the comparability of President Obama to a model is justified. The subse-quent research of the features of a model has the aim to give an explanation for in what means manufacturers are in a position to expanding a product's (or person’s) perceived worth to the client (or voter).

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Branding in Politics: The Use of Branding Techniques in Barack Obama’s Presidential Campaign by Lucie Scholz


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