A Contemporary Perspective on Political Branding and the Permanent Campaign

Abstract

Politics has been characterized by the phenomenon ofcampaigning since the advent of such electoral exercises likeelections in modern times. The significance of the same is felt themost when an election is round-the-corner. However, with time,political parties have come to realize that election-basedcampaigning is not sufficient to stay atop the minds of consumers.Hence, the concept of permanent campaign has got ascendancyin modern-era politics. It highlights the need of being consistentlyrelevant rather than sporadically. This research paper is an effortto explain the phenomenon of permanent campaign and how itderives from political branding as a concept. It makes an attemptto correlate permanent campaign with political branding and howtogether they have come to characterize the modern-day politicalaffairs for a party. Also, the research paper highlights therelationship as it exists between political branding and politicalparticipation.