Brands and political loyalty

Abstract

Incumbent political parties, like the providers of commercial goods and services, are seeking to secure repeat sales at a time when consumer loyalty is under threat from proliferating choice and social realignment. As with other large and infrequent purchases, parties need to use marketing not only to win a sale (an election) but also to minimise post-purchase dissonance and encourage brand loyalty so that consumers will buy their product in the future. Successful parties develop brand attributes in their leaders to maintain relationships with supporters beyond the initial transaction, although in doing so they create problems for leadership succession.