The Promise

When Brand Names Create the Same Advantages in Politics as in Business

Brand names sell in politics because they perform the same functions as brand names for successful commercial products. This principle has been with us since the start of our democracy. We Americans think our political system has always been dominated by candidates we chose completely on merit. That's only sort-of true. The impact of political dynasties and powerful brand names is never far away. The number of political families and brand name candidates in each level of politics, all the way up to the White House, is remarkably high.

Never in our history has the merger of commercial brand and political brands been more prominent. Whether actor, athlete, business tycoon, or political heir – all benefit from the value of their names, capitalizing on the same branding elements that sell detergent, clothing, or food.

Even an America that hates its partisan dysfunctional government votes for the same representatives in election after election. Brand recognition helps politicians gain this perpetual support.

Yet for all their similarities, the differences between political brands and product brands cannot be overlooked. Name alone cannot usually create success in politics, or in the commercial market, but a valued brand can be sold and its name recaptured. The capital created by a person's name in politics is harder to determine. It's hard to resell a valuable political brand, but it can provide a wallet of opportunity for former politicians – especially when book tours, lobbying jobs, and prestige are the coin of the political realm.

EVOLVED PUBLISHING PRESENTS an in-depth look at "Brand" value and recognition from an author who's been a specialist in trademark law for more than 40 years.