Campaigning by Human Branding: Associating with American Presidents

Research output: Contribution to journalArticlepeer-review


Human branding has become an essential issue in political marketing. It is exemplified in the election of American Presidents. This paper examines the American experience to suggest a typology of human branding that may apply in both presidential and other political systems. It examines examples of presidential human brands from George Washington on but, given significant changes to electoral procedures, concentrates on first-time successful presidential candidates since 1901. The fourfold typology offers an interrelated set of ideal types that will augment the analysis of human branding. It is applied to presidents when they take up office rather than after serving. The typology draws on the source of primary brand association and relation to the core political system of each politician.

Original languageEnglish
Pages (from-to)495-515
Number of pages21
JournalFudan Journal of the Humanities and Social Sciences
Issue number4
Publication statusAccepted/In press - 2020


  • Branding by association
  • Human branding
  • Political marketing
  • Typology
  • US presidential elections

ASJC Scopus subject areas

  • Social Sciences(all)
  • Arts and Humanities (miscellaneous)

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