LA MARQUE EN POLITIQUE COMME VECTEUR DE CONFIANCE ET D’ADHÉSION

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