СATEGORICAL PROPERTIES OF BRANDING IN POLITICAL SCIENCE

Abstract

The article deals with the study of the categorical properties of political branding as a phenomenon of the modern political process, which is increasingly subject to market laws. Political actors are forced to create stable associations in the minds of voters using branding tools. The article considers political branding as a strategic tool aimed at forming a stable and recognisable image of a political actor in the public consciousness. The effective use of branding technologies allows to form an emotional and conscious connection with the electorate, which plays an important role in the struggle for the trust and support of voters.The purpose of the article is to analyse and define the categorical properties of branding in political science. The analysis of categorical characteristics allowed to identify the key aspects of political branding, in particular authenticity, emotional impact, sustainability in the public consciousness and flexibility in relation to changes in the socio-political context. Particular attention is paid to the impact of branding strategies on the political identity of voters and their electoral behaviour. It is proved that an effective political brand not only ensures the support of citizens, but also contributes to the formation of sustainable audience loyalty.The author also considers the aspects of risks associated with the use of political branding. It is emphasised that excessive commercialisation of the political process and manipulative technologies can lead to simplification of political discourse, replacement of content with symbolic images, and a decrease in the level of trust in political institutions. Political branding can increase the polarisation of society, reducing the effectiveness of public dialogue. In this regard, the author emphasises the need to adhere to the principles of ethical political branding, which implies that the declared ideas should be consistent with the actual actions of political actors.