Designing a model of effective values in creating the personal-political brand in Iran

Political brands arise from the expectations, demands, needs and social-political conditions. In addition to the fact that the personal-political brand is in line with the collective will, it is known by two categories of physical and non-physical components. The first has an objective and visual aspect and is effective in the initial communication of the brand owner with the audience, While non-physical components are related to the internal identity of the brand and are reflected in its behavior. The internal and external identity elements of a personal brand must be harmonious and homogeneous. In this case, they will have a formal and content relationship with the social values. This article intends to find the values that are vital in creating the brand and designing a model which conceptually demonstrate branding in the political space within the government. To achieve this goal, based on the qualitative method, thematic analysis of biographies, images and promotional videos of four political superbrands of Iran as well as grounded theory analysis from the text of deep interview with 10 experts aware of personal-political branding in the fields of communication, brand politics, political marketing, visual communication, public relations,etc, were used for collecting and analyzing data. 334 themes were presented in a conceptual table, which ultimately led to a comprehensive model of 24 personal-political branding values.