210070 SE BAK16: SE Spezialisierungsmodul: Political Branding (engl.) (2011W)

Branding is no longer limited to explicitly commercial environments. In recent years it has been adopted as a form of strategic intervention in other spheres. Branding has been applied to entire cities and it was used increasingly by non-profit organizations and even states and government agencies. Branding is perhaps the most dominant form of marketing discourse currently in circulation and recently has become an object of research and measurement.
Although branding is ubiquitous, yet its functions in politics are still hardly theorized. If brands exist as cultural, ideological, and political objects, then brand researchers require tools developed to understand culture, politics, and ideology, in conjunction with more typical branding concepts (e.g. visual persuasion).