Pavliuk K. Brand as a tool of political influence.

The thesis is devoted to the problem of brand as a tool of political influence. Based on the theoretical analysis there found further interpretation of the concepts of "brand", "political brand" and "political branding". Defined, that the concept of "brand" comes to political science from marketing, where it means a set of information about a company, product or service. Political brand is a complex of substance (identity) of political actors and characters, images, behavioral and mental structures which are created in humans' imagination, and is a tool of achieving the desired aims. Political branding is a systematic process of creating political management of image and its communicative impact on the target audience. Considered the concept of political brand equity, which means a set of components that create value of political brand in political market, providing a greater chance of gaining and maintaining power. Such components are powerful assets as brand equity political characteristics that potentially make it possible to influence the target audience. Author has determined that value of political brand lies in its ability to influence the electoral preferences of voters and as a result, the ability to gain and hold power. Brand loyalty, brand awareness, brand quality and brand image and brand reputation were included to capital assets for political brand by the author.