This book argues that Conservatism has made good use of branding in its move from the fringes to the center of American political life. Conservatives have built a unique brand around their candidates, their movement, and their issues that has facilitated their ability to win elections and implement public policies. Branding has been one of the major tools through which Conservatives have built an enduring movement over the last several decades and a tool through which their movement has become very resilient. This book is ideal for use in classes on American politics, campaigns and elections, media and politics, political marketing, and consumer marketing.

The Author: Kenneth M. Cosgrove is Assistant Professor of Government at Suffolk University in Boston, Massachusetts. He holds a Ph.D. in American politics from the University of Oklahoma. Dr. Cosgrove has been an American Political Science Association Congressional Fellow and a Carl Albert Fellow. His research interests include political marketing in the United States, social movements, and legislatures.