- Tytuł:
- Political branding tools in post-soviet countries and archetypes of Jung. Case of Georgia
- Autorzy:
- Djakeli, Kakhaber
- Powiązania:
- https://bibliotekanauki.pl/articles/2049828.pdf
- Data publikacji:
- 2020
- Wydawca:
- Uczelnia Łazarskiego. Oficyna Wydawnicza
- Tematy:
-
archetypes
political brands
political marketing - Opis:
- Archetypes of Carl Gustav Jung can be an interesting tool for Political Branding. Archetypes can work well as a desired positioning for many brands in political markets. By archetype development we can discuss success and failure of some political brands. This concept is linked to brand equity, too. To make brand strong, marketers have the famous Customer Based Brand Equity model (CBBE). In this model, everything is seen from the point of view of consumers. From the point of view of CBBE model, it is seen that brand knowledge is the key for creating brand equity; hence brand knowledge establishes the difference between products, services, ideas, and persons. The Brand Knowledge is standing on two legs, or two main components: Brand Awareness and Brand Image. In the market of politics of post-soviet, transformational countries, everything hangs on the level of some Charisma of political persons and their ability to attract hearts and minds of the general public. Having undertaken focus group marketing research, it is clear that political persons, if they look like classical archetypes: Heroes or Caregivers, Jesters or even Outlaws, attract more attention of people than when they cannot be identified with any archetypes. The article aims to explain political branding and brand failure mechanisms in some post-soviet countries through the Georgian case, showing the surprising defeat of western oriented United National Movement of the President of Georgia, Misha Saakashvili, against a fresh made coalition of Georgian Dream.
- Źródło:
-
Myśl Ekonomiczna i Polityczna; 2020, 1(68); 106-121
2081-5913
2545-0964 - Pojawia się w:
- Myśl Ekonomiczna i Polityczna
- Dostawca treści:
- Biblioteka Nauki
Artykuł