The Brand Equity of the Liberal Democrats in the 2010 General Election: A National and Local Perspective

Abstract

This paper considers the Liberal Democrat party as a brand, using appropriate branding concepts to analyze the fortunes of the party during the 2010 General Election. It explains Nick Clegg as a key influence on the brand's image nationally (the party leader as national brand spokesperson) and how the national image was moderated by Jeremy Browne (the focal constituency candidate and local brand spokesperson). The analysis then considers the effect of the subsequent Coalition Government (with the Conservatives) on the Liberal Democrat brand, focusing specifically on the new legislation to which it is inextricably associated.

KEYWORDS:

• brand equity
• Liberal Democrats
• Clegg
• brand associations
• knowledge
• quality
• loyalty

Notes

Note. Adapted from Zeithaml, Parasuraman, and Berry 1990.

Theresa May, the current home secretary, dubbed her party “the nasty party” at the Conservative's 2002 Conference in Bournemouth.

It is possible to explain this in terms of attribution theory (Folkes 1984), which deals with how consumers apportion credit and blame from events/actions. Given that Clegg had a choice with regard to joining a coalition, Liberal Democrat supporters, after considering the discrepancy between pre-election promises and post-election actions, appear to be attributing the blame to him/his party.

Additional information

Notes on contributors

Gareth Smith

Gareth Smith is professor of Marketing at Oxford Brookes University, Business School, Oxford, United Kingdom.

Fiona Spotswood

Fiona Spotswood is lecturer in Marketing at Bristol Business School, University of the West of England, Bristol, United Kingdom.