The political brand, it's brand capital and the voter

• INTRODUCTION
  
  • 1. The political brand: justification, contributions and specificities of the concept
    
  • 1.1 Why talk about a political brand?
    
  • 1.2 The Interest of the Political Brand Concept
    
  • 1.3 The specific features of the political brand
    
  • 2. The political brand in the memory of the elector: concretely, what is it?
    
  • 3. The value of the political brand: the political brand-capital
    
• CONCLUSION: CONTRIBUTIONS (INCLUDING MANAGERIAL IMPLICATIONS)