Role of the Factor of Effective Personal Brand in the Political Survival of Deputies of Legislative Assembly of St. Petersburg

The research paper "The role of the factor of effective personal brand in the political survival of the deputies of the Legislative Assembly of St. Petersburg" offers an answer to the research question of the extent to which and through which aspects of personal brand of deputies of Legislative Assembly of Sankt-Petersburg affects the support of voters and prolonged retention of power. The personal brand exerts considerable impact on the decision of voters during the vote. The most important aspects of a personal brand of the deputy are core and core + extended identity. The analysis of opinion of deputies and their voters concerning importance of separate aspects and in general a personal brand allows giving such answer. The analysis is under construction on the basis of primary material: poll of voters and interview with deputies of Legislative Assembly of SPb, expert. We analyze four deputies of the Legislative Assembly of St. Petersburg: BL Wishnevsky, AA Kobrinsky, AA Kovalev, M.L.Reznik. In work the analysis of characteristics of models of identity of a brand, strategic positioning and political leadership is offered. Studying of a personal brand as factor of a political survival happens not within the theory of electoral behavior and as something bigger. The author for the first time correlates the electoral and administrative markets in studying of a personal brand, developing theories of political branding and marketing. The author for the first time approves a complex operatsionalization, and conducts the real empirical research revealing opportunities and problems of such research practice on her basis.