Alternativet - en ny politisk kultur?

Rasmus Brabæk Bødker Nielsen, Gustav Foss Fabricius, Peter Falk Holm, Johannes Hoff Thorup & Sebastian Fibiger Rasmussen

Student thesis: Termpaper


This study examines which kind of challenges in terms of branding the political party, Alternativet, have met on their way to the Parliament. In order to answer this question we will use two theories of political branding. We explain the theory of ”the Political Superbrand” and the ”the Corporate Brand”. On the basis of this examination we analyse a conducted interview through the theory. Based on the interview, the described theory and off course the analysis we discuss which pros and cons the given branding strategies have had. Considering the examination, the analysis of the six values in the party through the branding theory, we conclude that these six values is the foundation of the successful branding strategy. But at the same time it is the maintenance of this successful brand that is the biggest challenge for the party in their new role in the Parliament.

EducationsBasic - Bachelor Study Programme in Humanities, (Bachelor Programme) Basic
Publication date17 Dec 2015