An Analysis of Candidate Branding in 2016 Presidential Campaingn in the USA

American political campaigns, as well as the political marketing tools used in their course, are used as a benchmark for campaigns here in Europe. The reason for that is their complexity and their usage of various touch points when communicating with the electorate, while at the same time maintaining a unified message. In Autumn 2016, the presidential election will take place in the USA - these specific elections will then be a subject of this thesis. The aim of this thesis is to analyze presidential candidates and their communication during their final run for office from the perspective of candidate branding. The other phenomenon to be taken into account will be the celebrification of politicians. This paper should offer a detailed perspective on the brands of both of the candidates and their evolution throughout the campaign. The thesis will focus on the period from the end of the primaries to the day of the election on 8th November 2016