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An Analysis of Candidate Branding in 2016 Presidential Campaingn in the USA
Marxtová, Kateřina ; Shavit, Anna (advisor) ; Vranka, Marek (referee)
American political campaigns, as well as the political marketing tools used in their course, are used as a benchmark for campaigns here in Europe. The reason for that is their complexity and their usage of various touch points when communicating with the electorate, while at the same time maintaining a unified message. In Autumn 2016, the presidential election will take place in the USA - these specific elections will then be a subject of this thesis. The aim of this thesis is to analyze presidential candidates and their communication during their final run for office from the perspective of candidate branding. The other phenomenon to be taken into account will be the celebrification of politicians. This paper should offer a detailed perspective on the brands of both of the candidates and their evolution throughout the campaign. The thesis will focus on the period from the end of the primaries to the day of the election on 8th November 2016.
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Brand concept in Politics - Andrej Babis Case Study
Mádlová, Andrea ; Shavit, Anna (advisor) ; Perottino, Michel (referee)
This thesis examines the branding concept in politics and its main aim is to analyze the brand of Andrej Babis, who is nowadays the leader of political party ANO 2011. The author analyzes his brand personality in a first place. For this purpose OCEAN model created by Gerard Saucier is applied. After that the connection between brand ANO and Babis's brand is examined. The research is based on answers of 454 respondents, who were part of the survey. The results are analyzed from two points of view. One group of voters are those who gave their vote to ANO 2011 and the other group is presented by voters of others political parties.
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Valuation of political institution brand
Ságl, Jan ; Štědroň, Bohumír (advisor) ; Svobodová, Dagmar (referee)
More stress is put on political brand significance as the evolution of political parties (or institutions) continues. Political parties no longer use their ideology as a main tool to attract potential voters. Voters have adapted at least in part the consumer-like behavior, when choosing political brand. The importance of political brands grows along with the strengthening effort of political parties to gain as many median voters as possible. Diploma thesis deals with the valuation of political brands in the Czech Republic, Slovak Republic, United Kingdom and United States. One of the key goals is to propose a sophisticated valuation model based on evaluation of future cash flows discounted to present day.
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