Political brand culture of Pakistan Tehreek-e-Insaf: An internal perspective

The purpose of this study is to contribute to the body of research on political brand identity by specifically exploring political brand culture as a key element of political brand identity. Thus, this study addresses a significant gap in the literature on political brand identity using the developing world context of Pakistan Tehreek-i-Insaf party [PTI]. Adopting a qualitative methodology, this research involved in-depth interviews with PTI members to uncover the underlying values, beliefs, and cultural elements that shape the party’s brand culture. The findings reveal that PTI’s brand culture is an intricate and complex network of values, beliefs, and strategies that shape its identity and influence its interactions with both internal stakeholders and the broader public. These core values not only define PTI’s culture but also distinguish it from its competitors. The originality of this study lies in its development of a new framework for understanding political brand culture, comprising Brand Core Values, Collaborative Engagement, and Brand Strategy & Goals. This framework provides a nuanced tool for both academics and practitioners to analyse and manage brand cultures across various contexts, offering valuable insights for enhancing brand coherence and resilience during times of change.