THE USE OF BRAND COMPONENTS IN ELECTORAL DEBATES.ROMANIAN PRESIDENTIAL ELECTIONS 2014

Abstract

The present paper illustrates the use of the brand components in the most important campaign debate of the presidential elections in Romania in 2014: the first televised election confrontation between the candidates (Victor Ponta and Klaus Iohannis) in the second round of the presidential election. The research method of case study was selected. The research technique consisted of the content analysis of the two speeches. Finding the elements of the candidate's brand in a single confrontation implies, even more so, his presence in the entire election campaign. Six of the eight components of the brand (adaptability, differentiation, innovation, history, positioning, and segmentation) are used by both candidates with the purpose to influence citizens’ vote.

Keywords

• presidential election
• brand
• romania
• political brand
• iohannis
• ponta