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    Published: 2020-02-191
    Vol. 2 No. 15 (2019)

    Candidate or Celebrity? Rebranding Based on the Example of the Presidential Elections in Kielce

    Rafał Dudała
    Media - Culture - Social Communication
    Section: Articles
    https://doi.org/10.31648/mkks.5140

    Abstract

    Political marketing is currently strongly correlated with economic marketing, especially if we observe the tools and the strategies which are being used. In times of so-called dense competition it is not enough to build and manage a brand image. It is also necessary to use rebranding, i.e. transformation of all the elements of the brand to achieve a better position on the political market. The local, presidential election in Kielce (2018) is a good example of the rebranding process. The brand of the candidate (Bogdan Wenta) was created in the past and was based on the popularity in the world of sport. Winning the elections and replacing the former president (Wojciech Lubawski) raised questions about the effectiveness of using rebranding.

    Keywords:

    local elections, image, brand, rebranding, political communication, political environment

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    Citation rules

    Dudała, R. (2020). Candidate or Celebrity? Rebranding Based on the Example of the Presidential Elections in Kielce. Media - Culture - Social Communication, 2(15), 69–78. https://doi.org/10.31648/mkks.5140

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