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Using Cognitive Mapping to Longitudinally Measure Political Brand Associations

This paper uses cognitive mapping techniques to understand how political brand equity is formed, and how it differs, and changes, from the perspective of citizens, across the four largest Irish political parties, between 2013 and 2016. The paper assesses the fundamental aspects of branding and brand equity, focusing upon the concept of brand associations and their strength, favourability and uniqueness. The results constitute a first attempt to longitudinally explore changing political brand associations through cognitive mapping techniques, using primary 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.