Rebranding Political Parties in the UK and the USA at the end of the 20th – the beginning of the 21st Centuries

This work is devoted to the study of political rebranding the example of the British Conservative Party, and the end of the XX century the US Democratic Party beginning of the XXI century. The research presents scientific interest because of the need to identify the causes and mechanisms of changes in the existing political image. The empirical study determined the possibility and permissibility of the analysis of the political process by analogy with the rebranding in the commercial sector. The assumption is confirmed by the analysis of the political rebranding as an aspect of political marketing. The study of values and the visual component of the brand of the two parties and their leaders to determine the factors affecting the formation of a political program for their representatives. As a result, it proposed a theoretical model of political rebranding, defined the general and special when you change this or that party of British-American system.