Using Cognitive Mapping to Longitudinally Examine Political Brand Associations

Abstract

This paper uses cognitive mapping techniques to understand how brand associations, an important aspect of political brand equity are formed, differ, and change, from the perspective of citizens, across the four largest Irish political parties between 2013 and 2016. The paper focuses in particular upon the strength, favourability and uniqueness of these brand associations. The results constitute a first attempt to longitudinally explore changing political brand associations through cognitive mapping techniques, using data generated with the participation of hundreds of citizens. Our findings suggest that this approach can contribute to our understanding of how and why political brand associations change over time.

Keywords:

• cognitive mapping
• political
• brand
• associations

Notes

1 Prime minister

2 Kenny remained leader of Fine Gael and Taoiseach until June 2017.

3 Leo Varadkar became leader of Fine Gael and Taoiseach in June 2017, becoming, at 38, the country’s youngest ever leader, taking over from Enda Kenny then aged 66.

4 Despite failing to retain all of its outgoing TDs, this was only the second time that Fine Gael won more seats in Dáil Éireann than any other party. The first occasion was the 2011 general election then Fine Gael took 76 seats.

5 Teachta Dála – member of the lower house of parliament

6 Does not include floating associations from map

7 Does not include floating associations from map.

8 Does not include floating associations from map

9 Does not include floating associations

10 Does not include floating associations

11 Does not include floating associations

12 Does not include floating associations