"Moderate" Rebranding

Hellman, Jonas
March 2011
Campaigns & Elections (2010);Mar2011, Vol. 32 Issue 300, p32
Case Study
The article presents a case study of how the ruling political party led the way for a Moderate rebranding in Sweden. It says that an alliance made up of the Center, Liberal, Moderate and Christian Democratic parties ousted the Social Democratic Party, which ruled Swedish politics for about three-quarters of a century. According to the author, the results of the election left the Social Democrats without a leader. The rebranding effort of the Moderates to counter the ruling party's reputation as indifferent to the concerns of the people is also discussed.


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