A Conceptual Model for Political Personal Branding of New Electoral Candidates

Abstract

This article aims to propose a conceptual model of the political personal branding process for first-time political candidates by synthesizing key concepts from political marketing and personal branding literature. The model integrates Kapferer’s Brand Identity Prism with the three-stage branding process proposed by Philip Kotler and David Aaker, namely brand positioning, differentiation from competitors, and brand identity, to construct an integrated conceptual framework for political personal branding among new candidates. The synthesis results in a proposed branding framework consisting of six interrelated dimensions: physical appearance, personality, culture, relationships, reflection, and self-image. These dimensions interact dynamically and collectively contribute to the construction of political identity for first-time candidates. The proposed model serves as a process-oriented guideline for systematically planning and developing political personal branding and demonstrates flexibility in its application across candidates with diverse backgrounds and political contexts. It also accommodates the evolving nature of political communication in contemporary society. However, this study remains at an early conceptual and analytical stage and has not yet been validated through empirical research. Future studies should employ fundamental research methodologies, such as in-depth interviews, surveys, qualitative and quantitative data analysis, expert evaluation of the model, and pilot implementation with target groups, in order to refine the model and enhance its applicability and practical relevance.