Marketable Branding in Surabaya Mayor Election 2015-2019

Wahyuni Choiriyati, Ade Tuti Turistiati, Dinda Rakhma Fitriani

Abstract


This article provide a study of theories and concepts regarding the election of Surabaya mayor 2015-2019. The approach used is a comprehensive study of political marketing by Lee Marshment in 2001. Surabaya became the object of the review in this article with various uniqueness of the socialization process of Mayor Election or Pilwali by installing countdown timers and various lanterns in the 2015 Pilwali Surabaya mascot to target beginner voters in Surabaya. Marketable Branding topics are a strategic issue because they involve the way a political institution in formulating a political product, arranging a campaign publication program and political communication, and a segmentation strategy to meet the needs of the society to the price calculation of a political product. The sociocultural conditions of a geographical and demographic area must also be taken into account in the segmentation and formulation of political issues. Surabaya was able to become a kind of role modeling in the preparation of SWOT branding politicians for other regions in Indonesia.

Keywords


marketable branding, swot strategy, political marketing.

Full Text:

PDF

References


Bartle, J., & Griffiths, D. (2001). Political Communications Transformed: from Morrison to Mandelson. Basingstoke: Palgrave Macmillan.

Berg, C. F. van D. (2013). Strategic Planning for Political Parties: A Practical Tool. Amsterdam: International IDEA and NIMD.

Berita Metro. (2015, October). Pilwali Surabaya, Kunci Kalahkan Petahana Ambil Suara Golput. Retrieved from http://www.beritametro.co.id/jatim-memilih/pilwali-surabaya-kunci-kalahkan-petahana-ambil-suara-golput %0A

Bunnell, T., & Miller, M. (2013). Urban Development in a Decentralized Indonesia: Two Success Stories? Vancouver: Pacific Affairs.

Craig, G. (2004). The Media, Politics and Public Life. Victoria: Ullen & Unwin.

EPA. (2002). Community Culture and the Environment: A Guide to Understanding a Sense of Place. Washington D.C: Office of Water.

Lee-Marshment, J. (2001). The product, sales and market-oriented party - How Labour learnt to market the product, not just the presentation. European Journal of Marketing, 35(9/10). Retrieved from doi: 10.1108/EUM0000000005959

Lock, A., & Harris, P. (1996). Political Marketing Vive Jla difference. European Political Marketing (Vol 30 No.).

Mair, P., & Smith, G. (1990). Understanding Party System in Western Europe. New York: Frank Cass.

Malang Post. (2015). Menangkan Serasi, Partai Demokrat Ajak Parpol Non Pendukung. Retrieved from http://www.malang-post.com/nasional/107057-menangkan-serasi-pd-ajak-parpol-non-pendukung

Martin, A. J. (2012). Young People and Politics: Political Engagement in The Anglo-American Democracies. New York: Routledge.

O’Shaughnessy, J. (1995). Competitive Marketing: A Strategic Approach. New York: Routledge.

Smith, G., & Hirst, A. (2001). Strategic Political Segmentation: A New Approach for a New Era of Political Marketing. European Journal of Marketing, Vol.35, No(No. 9), 1058–1073.

Worcester, R. M., & Baines, P. R. (2006). Voter Research and Market Positioning: Triangulation and its Implications for Policy Development, In Davies, P,J & Newman, (Eds), Winning The Election With Political Marketing. New York: Haworth.

World Bank. (2007). Tools for Institutional, Political, and Social Analysis of Policy Reform. Washington D.C: The World Bank.




DOI: https://doi.org/10.29313/mediator.v12i2.5007

Refbacks

  • There are currently no refbacks.


Bookmark and Share


 

   

 


Creative Commons License
This work is licensed under a  Creative Commons Attribution 4.0 International License