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I am a Ph.D. Candidate in Political Science at the University of California, Riverside.
The bulk of my research is driven by an interest in when, why, and how political parties are able to successfully (re)brand themselves. Similar to Apple, Coca-Cola, Nike, or any other globally distinguished corporation, parties develop highly recognizable brands, which are a tremendous source of political equity and one of their most valuable resources in communicating their platforms with the mass public. However, political parties – lacking the control a corporation has over their products and message – struggle to cultivate, maintain, and evolve this asset to their electoral benefit. The Republican Party is currently facing such hurdles, while the Democratic Party underwent the same process in the early 1990’s while trying to rebrand as a more moderately liberal party.
Employing institutional and behavioral theories, I develop the first theoretical conceptualization of “party brand” and make arguments as to when a party is most likely to rebrand, which actors lead these efforts, and the necessary conditions that must be met in order for the effort to be deemed a success.
In addition to political marketing, I have active research interests in education policy, health policy (particularly the differential treatment of women’s and men’s health at the national level), the media and politics, and campaign finance.