Author(s): Khouloud Hammami and Senda Baghdadi
Nowadays, personal branding is very important in an election campaign. It allows positioning and differentiation from other candidates. Political branding has developed considerably in recent years since the seminal work to become a distinct area of research within the field of political marketing. On this observation, we will present, first, the concepts of personal brand in general and in politics in particular. Second, the elements that influence the construction of personal brand. Third, the authors explore the field through qualitative studies with experts and presidential candidates in order to present a synthesis of key concepts and recommendations for a successful presidential campaign.