EAN: 9783030304980

DONALD TRUMP AND THE BRANDING OF THE AMERICAN P...

This book argues that Donald Trump's election and Presidency represent the triumph of marketing
branding and segmentation in American politics. An early emphasis on political marketing helped
Trump secure the presidency  but his use of marketing sharply limited his presidency. President
Trump's political marketing strategy privileged emotion-particularly anger-over policy 
constraining his ability to represent all Americans or engage in bipartisan negotiation in
Congress. Rather than pushing forward realistic legislation and rallying for bipartisan support
Trump's campaign and presidency focused on providing emotional gratification to his target
audience  leading those outside this audience to ultimately feel unrepresented and unsettled 
further fracturing the already divided electorate. Donald Trump and the Branding of the
American Presidency considers the impact of this new age of political marketing through an
extensive analysis of the Trump phenomenon and its implications for future elections.

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