The New (Old) Trudeau in 2019: The Challenges and Potential for Branding Prime Ministers in Government

Jennifer Lees-Marshment (Lead / Corresponding author)

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


This chapter explores the branding of Prime Ministers and Justin Trudeau’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’s second term such as branding economy-friendly climate action policies and moving from ‘Justin’ to ‘Team Trudeau.’ 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.
Original languageEnglish
Title of host publicationPolitical Marketing in the 2019 Canadian Federal Election
EditorsJamie Gillies, Vincent Raynauld, André Turcotte
Place of PublicationSwitzerland
PublisherPalgrave Macmillan
Number of pages16
ISBN (Electronic)9783030502812
ISBN (Print)9783030502805
Publication statusPublished - 2021

Publication series

NamePalgrave Studies in Political Marketing and Management
ISSN (Print)2946-2614
ISSN (Electronic)2946-2622


  • Political branding
  • Brand personality
  • Policy branding
  • Justin Trudeau
  • Liberal


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