Exploring the Political Co-Brand Image & Positioning from External Stakeholder's Perspective in Pakistan

This qualitative study responds to explicit calls for further research and explores the political co-brand management, positioning and negative image transference between the co-brand and the corporate brand. This study highlights the importance of management/creation of co-brand image in the post-election context from the external stakeholders' perspective, in Pakistan. It evaluates the transfer potential of the Political Co-brand Identity Framework by exploring and examining the co-brand image and the political co-brand positioning in a post-election context. In this way, this study intends to assess the applicability of the Political Co-brand Identity Framework as a tool to assess the image and positioning of political brands from an external perspective. The sample comprises of political analysts/academics. The findings would guide in examining areas which can strengthen political stability, reliability of political brands and build political trust. The study offers important insight for practitioners, researchers, and public policy makers whose concern is to develop marketing strategies and diagnose political co-brand image alignment by comparing desired and actual positioning.