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party brand

A "party brand" analysis applies the thinking of private branding to a political party.

This is thought to be appropriate since the brand ethic or basic ideology of a party is not the only way it is seen, much as most parties would like to present themselves as "pure" in an ideological way.

As with commercial services, its brand name gives rise to certain beliefs and impressions among the electorate. For instance the name "Ontario Liberal Party" may, rightly or wrongly, give people the impression of liars picking their pockets. This would be good to identify in advance of an election.

Measurement of issue standings, the leader image, approval ratings and various other comparative attributes complement a party brand analysis.

controlling names


When debating Internet strategies prior to the Canadian federal election, 2004, Craig Hubley advised the Green Party of Canada that "branding requires consistent naming and use of terms. It's become essential to register jimharris, votejimharris, .ca, .net, .org, and any candidate that wishes to avoid seeing negative campaigners controlling these, had better take care to register every possible variation well in advance, and keep them up year to year. If someone runs for many offices, it might well be ideal to advertise URIs like http://en.candidatename.ca/for_Mayor and also register domains like candidatenameformayor (again in .ca, .net and .org variants, though it's also useful to register and redirect the .com name, just to make sure)."

"Party web use has other constraints. In particular, without absolutely consistent permanent URIs, published documents and wikis are more or less worthless. Large public wikis like Wikipedia.org succeed by having a simple standard wiki URI".

Despite this advice the GPC caused all of its Green URIs to fail shortly after the election during the GPC Council Crisis.