In Canada, the rise of political branding coincided with the adoption of the permanent campaign, creating an environment in which politicking is now normalized and politicization is expected. With Canada Day 2017 as a case study, this thesis adopts Marland’s Branding Lens Thesis (2016) as a conceptual framework to analyze if a national holiday became part of the Liberal Party of Canada’s master brand. The key conclusion of this thesis is that the Liberals integrated their ‘master brand’ into Canada Day 2017 by integrating political branding into their government communications. This thesis also shows that Justin Trudeau played a bigger role during Canada Day than expected by a Prime Minister. Significantly, this thesis shows the Liberal government altered the themes and messaging of Canada 150 to parallel that of their master brand, applying a Liberal tint to Canada Day and Canada 150.

There has been a growing interest in applying concepts and strategies of brand management in the political sphere. However, it has been argued that the phenomenon of political brand image has been given little attention. Therefore the purpose of this study is to explore the political brand image of the Sweden Democrats from voters’ perspective. The choice of exploring the Sweden Democrats opposed to other parties is that it has tried to rebrand itself from its previous racist ideologies and from being a single-party issue party. The study is based on different theories about brand image. Three dimensions will be used, brand awareness, perceived brand quality and brand associations, in order to cover the phenomenon political brand image. This study is conducted as a qualitative case study with a realistic approach. The analysis and findings show that participants still have perceptions related to the party’s history and that it still to a large extent is perceived as a single-issue party. However, it has also appeared that the Sweden Democrats to some extent are on the right way to stop being associated with racism. Limitations within this study are, time restriction and lack of knowledge whether participants sympathize with the Sweden Democrats or not. The practical implication is that this study could be of use both of the Sweden Democrats and other parties who seek to explore political brand image. The original value of the study is that it acknowledges the three dimensions when exploring political brand image.

This master's thesis focuses on the concept of branding in politics. The main aim of this piece of work is comparison of perception of brand personality. In this case, the party leader Petr Fiala by ODS and Karel Schwarzenberg by TOP 09, have been chosen for this research. The brand value was assessed by procedures which were suggested by K. L. Keller. The OCEAN concept, created by Gerard Saucier, was used for brand personality research, which is the main pillar of this thesis. The sample of 212 students of political science and economics took part in the above mentioned research.

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