Campaigning by Human Branding:Associating with American Presidents  

作　　者：Neil Collins 

机构地区：[1]Political Science and International Relations,Nazarbayev University,Nur-Sultan,Kazakhstan [2]Department of Government and Politics,University College Cork(UCC),Cork T12 K8AF,Ireland

出　　处：《Fudan Journal of the Humanities and Social Sciences》2020年第4期495-515,共21页复旦人文社会科学论丛（英文版）

摘　　要：Human branding has become an essential issue in political marketing.It is exempli fied in the election of American Presidents.This paper examines the American experience to suggest a typology of human branding that may apply in both presidential and other political systems.It examines examples of presidential human brands from George Washington on but,given significant changes to electoral procedures,concentrates on first-time successful presidential candidates since 1901.The fourfold typology offers an interrelated set of ideal types that will augment the analysis of human branding.It is applied to presidents when they take up office rather than after serving.The typology draws on the source of primary brand association and relation to the core political system of each politician.

关 键 词：Human branding Branding by association US presidential elections TYPOLOGY Political marketing 

分 类 号：U49[交通运输工程—交通运输规划与管理]