The brand in politics as a medium of trust and adhesion

Abstract

This article aims to revisit, through
political communication, the relationship
that develops between the voter and the
politician. We will focus particularly on
the role and communication resources in
building the brand of the politician himself. We will endeavor to demonstrate
that the aim of a successful communication strategy is to build a long-term
brand, a genuine and distinctive reference for the voter. For this, we will refer
to examples taken from the recent history
of French politics, both the 2007 and the
2012 presidential campaign.