An Exploratory Case Study Focusing on the Creation, Orientation, and Development of a New Political Brand: The Case of the Jury Team

There are explicit calls for deeper understanding of the creation, orientation, and development of "new" political brands from an "internal relational" perspective. Responding to this gap in the body of knowledge, this study explores the establishment, orientation, and position of the Jury Team; a U.K. political brand founded in March 2008. This article opted for an exploratory case study approach. Interviews were conducted with the Party founder-leader. Semistructured interviews were conducted from September 2012 to October 2013. Transcripts were analyzed via qualitative thematic analysis. This research presents the challenges that face new political brands, particularly the barriers from the media and existing political system and difficulties with managing candidates and a national-local campaign. Further, this study provides a "political brand development matrix" for brands within and beyond politics; a mechanism to deconstruct their offering and make adaptations if required.