Personal branding and political marketing : action research study about a candidate in the Finnish parliamentary elections
Anttila, Selene (2016)
Anttila, Selene
Tampereen ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060111280
https://urn.fi/URN:NBN:fi:amk-2016060111280
Tiivistelmä
This thesis focuses on personal branding and the political marketing of Jaana Ristimäki-Anttila, a True Finns candidate for the parliamentary elections that were held in 2015. It was commissioned by Ristimäki-Anttila to help her create and market her own personal political brand and to research whether the intended brand has been communicated successfully to voters.
The main objective of this thesis was to research how the public saw the client's brand and how to possibly make changes in the future so that it would be easier for voters to relate to her brand.
This thesis uses qualitative research in the form of an interview conducted through email and a questionnaire that was hosted on the client’s Facebook profile. The secondary data used for the theoretical framework consists mostly of books and online publications such as articles and blog posts, which were then analyzed through a political branding and marketing angle.
Based on the theoretical framework as well as through the conducted interview with the client a brand was created for her which could be summarized as working together for a better and more equal place to live. After creating a brand base a simple marketing plan was conducted in order to sell this brand to the voters.
A questionnaire was created in order to research how successful the marketing plan had been in communicating the intended brand to the voters. Based on the results of the questionnaire it was found that marketing has mostly been successful and that most of the respondents shared their view of the clients brand with the intended brand concept. The social marketing actions had been successful and it was found that from the executed marketing channels social media had been the best communication channel.
Based on some of the responses to the questionnaire actions to promote the clients webpage and blog were suggested and the idea of separating her political persona from her personal one was advised. The long term objective of this thesis was to give the client and idea of where her brand is now, and give suggestions on actions which might make it stronger and more profitable in the future.
The main objective of this thesis was to research how the public saw the client's brand and how to possibly make changes in the future so that it would be easier for voters to relate to her brand.
This thesis uses qualitative research in the form of an interview conducted through email and a questionnaire that was hosted on the client’s Facebook profile. The secondary data used for the theoretical framework consists mostly of books and online publications such as articles and blog posts, which were then analyzed through a political branding and marketing angle.
Based on the theoretical framework as well as through the conducted interview with the client a brand was created for her which could be summarized as working together for a better and more equal place to live. After creating a brand base a simple marketing plan was conducted in order to sell this brand to the voters.
A questionnaire was created in order to research how successful the marketing plan had been in communicating the intended brand to the voters. Based on the results of the questionnaire it was found that marketing has mostly been successful and that most of the respondents shared their view of the clients brand with the intended brand concept. The social marketing actions had been successful and it was found that from the executed marketing channels social media had been the best communication channel.
Based on some of the responses to the questionnaire actions to promote the clients webpage and blog were suggested and the idea of separating her political persona from her personal one was advised. The long term objective of this thesis was to give the client and idea of where her brand is now, and give suggestions on actions which might make it stronger and more profitable in the future.