@inbook{4bedc490fe184903885c32dcb33a9b74,
title = "The New (Old) Trudeau in 2019: The Challenges and Potential for Branding Prime Ministers in Government",
abstract = "This chapter explores the branding of Prime Ministers and Justin Trudeau{\textquoteright}s re-branding. It presents a theoretical framework, discusses challenges to maintaining the 2015 brand in government, and assesses the 2019 New (Old) Trudeau campaign brand. It shows the 2019 brand was very future-oriented and aspirational, but also weak in honesty, leadership and credibility. The chapter provides insight into the challenges of branding all Prime Ministers in government, and makes recommendations for Trudeau{\textquoteright}s second term such as branding economy-friendly climate action policies and moving from {\textquoteleft}Justin{\textquoteright} to {\textquoteleft}Team Trudeau.{\textquoteright} The chapter suggests future research needs to explore managing political brands in government and explore policy branding especially to overcome the divide between environmental and economic policies.",
keywords = "Political branding, Brand personality, Policy branding, Justin Trudeau, Liberal",
author = "Jennifer Lees-Marshment",
note = "Copyright: {\textcopyright} The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021.",
year = "2021",
doi = "10.1007/978-3-030-50281-2_2",
language = "English",
isbn = "9783030502805",
series = "Palgrave Studies in Political Marketing and Management",
publisher = "Palgrave Macmillan",
pages = "11--26",
editor = "Jamie Gillies and Vincent Raynauld and Andr{\'e} Turcotte",
booktitle = "Political Marketing in the 2019 Canadian Federal Election",
edition = "1",
}
