How Archetypes Influence Political Brands during Elections – the Case of Parliamentary Elections in Georgia 2012
Keywords: political marketing, branding, archetype
AbstractIn this article author tried to combine different branding tools and famous archetype methodology of Karl Gustav Jung. Themain purpose of this article is to find Political Branding approaches and methods which should be used by parties for a long periodpolitical resistance on political market. To have such objectives author of the article undertakes focus group research – interviewingcitizens and opinion makers on political market of Georgia. As a case of problem why brands fail or how political brands behavethemselves during final stage of elections, if they lose their image during the change of their archetype, authors used Georgian 2012parliamentary elections.