The brand image of Canadian Prime Minister Justin Trudeau in international context

ABSTRACT

This policy commentary outlines the components of a political brand and explores the brand attributes of Canadian Prime Minister Justin Trudeau on the international stage. It is difficult for any Canadian leader to attract sustained, positive international media attention as Trudeau has done. It is argued that his image is anchored in the brand of his father Pierre Trudeau and in stereotypes of Canada. Moreover, his style of political image management plays well among liberal elites in metropolitan cities, and in the light entertainment programming and social media selfies that augment his celebrity status.

RÉSUMÉ

Ce commentaire politique présente les composantes d’une marque politique et explore les caractéristiques de celle du Premier ministre canadien Justin Trudeau sur la scène internationale. Pour tout autre leader canadien, il serait difficile de susciter un intérêt positif et soutenu des médias internationaux avec autant de succès que Trudeau. Certains avancent que son image est ancrée dans la marque de son père, Pierre Trudeau, et dans des stéréotypes du Canada. De plus, son style de gestion d’image politique s’intègre bien parmi les élites libérales des métropoles, ainsi qu’au programme léger de divertissement et aux selfies des médias sociaux qui renforcent son statut de célébrité.

KEYWORDS:

• Justin Trudeau
• branding
• Canada
• Pierre Trudeau

Notes on contributor

Alex Marland studies political marketing in Canada. His book Brand command: Canadian politics and democracy in the age of message control (UBC Press, 2016) won the Donner Prize for best public policy book by a Canadian.

Disclosure statement

No potential conflict of interest was reported by the author.