The Role of Political Branding in the 2016 Cyprus Parliamentary Elections

Abstract

This paper explores the role of political branding in the 2016 Cyprus parliamentary elections, focusing on how political actors used branding strategies to engage the elec- torate. In a socio-political landscape marked by corruption, economic hardship, and widespread voter apathy, political branding was strategically employed to reconnect with voters and influence electoral outcomes. Drawing on qualitative research, includ- ing semi-structured interviews with candidates and communication professionals, the study analyses how political branding strategies were implemented and assesses their effectiveness. The findings indicate that while political branding helped shape candidate identities and facilitated communication with fragmented voter groups, its overall suc- cess was limited by incomplete execution and inconsistent messaging. This study con- tributes to the understanding of branding in politics, particularly in small, fragmented electoral systems like Cyprus, and offers insights for future campaigns.